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50 Essential Content Marketing Hacks (Content Marketing World)

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Heinz Marketing Inc
Heinz Marketing Inc

Preso deck from my talk @ the 2016 Content Marketing World, September 7, 2016 in Cleveland, Ohio

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@TwitterHandle • #CMWorld 50 Essential Content Marketing Hacks New tools, tricks, shortcuts, best practices and more to convert readers into customers Matt Heinz President, Heinz Marketing Inc @HeinzMarketing @Heinz Marketing • #CMWorld
@TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld Housekeeping Copy of this deck FREEBIES: • Full Funnel Marketing (my new book) • Last year’s Content Marketing Hacks preso • My award-winning* bacon recipe Just bring me a business card or note what you want via matt@heinzmarketing.com @HeinzMarketing • #CMWorld
@TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld I am serious about the bacon… @ HeinzMarketing • #CMWorld
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Everything the light touches…
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld My content story…
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld What is content?
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld My most powerful content marketing of 2015
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Rich stories with long shelf life…
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld #farmlife
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Great content is emotive
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld One slide to rule them all
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Is this the modern funnel?
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Only two sales stages matter
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Only two sales stages matter
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld The buyer’s journey
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld A widening gap between investment & ROI According to CEB: • 45% of B2B marketing budgets go to content • 84% of marketers expect to increase content spend • Only 45% of marketers think content marketing is working • 66% of marketers can’t connect content metrics & business metrics
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Planning fundamentals ① Buying committee members ② Personas ③ Buyer’s journey ④ Format preferences ⑤ Internal “buying committee”
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Expectation setting ① Resources ② Tools ③ Budget ④ Roadmap & ramp timeline
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Measurement expectations ① The right metrics ② Can you buy a beer with it? ③ Operational vs Executive dashboards ④ External impact ⑤ Profit center vs cost center mentality
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Great content is… ① Targeted ② Contextual ③ Evocative ④ Integrated ⑤ Measured
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Execution ① Format types ② Sales integration/leverage ③ Shelf life strategy
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Personalized video (easier than you think…)
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Interactive content…
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Response ① What’s next? ② Are three steps faster than one?
@HeinzMarketing • #CMWorld Format cheats 1. Quality content 2. Great stories 3. Less time!
@HeinzMarketing • #CMWorld The Q&A
@HeinzMarketing • #CMWorld The Link Blog
@HeinzMarketing • #CMWorld Serial Content
@HeinzMarketing • #CMWorld Guest Posts
@HeinzMarketing • #CMWorld Crowd Sourcing
@HeinzMarketing • #CMWorld 10 sources of content inspiration 1. Customer questions 2. Stuff you read 3. People you disagree with 4. Your customer-facing teams 5. Trade press 6. Conferences, panels & Webinars 7. Twitter hashtags 8. LinkedIn Answers 9. The news 10. Things you see that are dumb
@HeinzMarketing • #CMWorld 5 common content marketing mistakes 1. Not having a plan up front 2. Writing for the company instead of the customer 3. Not encouraging and participating in two-way communication 4. Not promoting, aggregating and curating great content from others 5. Only producing written content
@HeinzMarketing • #CMWorld Distribution best practices 1. Dlvr.it 2. GaggleAMP 3. Triberr 4. Influencers 5. Hashtags 6. Link from old, popular posts
@HeinzMarketing • #CMWorld Influencer engagement best practices 1. Build good lists (Little Bird) 2. Give to get 3. Have a pipeline mentality 4. Build relationships 5. Be patient 6. Reciprocate & participate 7. Measure
@HeinzMarketing • #CMWorld Long tail best practices 1. Repurposing 2. Re-edit old posts with new keywords 3. Tools • TweetOldPost • LinkedIn Publishing • Search 4. Seasonal surfacing
@HeinzMarketing • #CMWorld Repurposing
@HeinzMarketing • #CMWorld Getting sales to use your content 1. How does it help them make money? 2. Get sales leadership to buy-in first 3. Show examples of how it works 4. Teach, train, launch, reinforce, measure & celebrate 5. Create systems that make it easy
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld 1. Project Lists 2. Task Lists, Organization & Filtering 3. Email Management 4. Note Taking, Triage & Filing 5. Time Management 6. Idea Capture 7. Automation & Reminder Tools The Seven Productivity Habits
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Project Lists
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Task Management
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Email Management
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Note Taking, Triage & Filing
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Time Management
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Idea Capture
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Automation & Reminder Tools
@TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld Housekeeping Copy of this deck FREEBIES: • Full Funnel Marketing (my new book) • Last year’s Content Marketing Hacks preso • My award-winning* bacon recipe Just bring me a business card (or send email to matt@heinzmarketing.com) noting what you want @HeinzMarketing • #CMWorld
@HeinzMarketing • #CMWorld Matt Heinz President Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing @HeinzMarketing • #CMWorld

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Hinweis der Redaktion

  1. I have three: Active, Delegated & Someday Weekly review process Add and forget (until Sunday) (print a copy for show-and-tell tomorrow) Smartsheet for groups @WaitingFor folder Contactually Projects – Delegated folder
  2. Sort by context Use dates unless it’s not deadline-driven “One of Five” Use tools to make it available everywhere Make the “anywhere” tasks truly anywhere (folder for plane time) “free” calendar reminders
  3. Inbox Zero is a myth Folders aplenty @ folders Two minute rule One read rule (if you can’t follow it, don’t check your email) 24 hour rule
  4. (take copy of notepad for show and tell) Pen and paper always (Evernote for conferences sometimes) Transfer the checkboxes Scan and archive the notes
  5. Block time Nights off Always have something to do with you Meetings – have an agenda, start on time, question recurring meetings, huddles instead
  6. Pen and paper Moleskine AquaNotes Dragon Dictation Dial2Do
  7. Smartsheet Daily Do List Social tools – Hootsuite, Buffer Contactually LinkedIn Contacts