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@TwitterHandle • #CMWorld
50 Essential Content
Marketing Hacks
New tools, tricks, shortcuts, best practices and more
to co...
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
Housekeeping
Copy of this deck
FREEBIES:
• Full Funnel Marketin...
@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 B2...
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Planning fundamentals
① Buying committee members
② Personas
③ Buyer’s...
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Expectation setting
① Resources
② Tools
③ Budget
④ Roadmap & ramp tim...
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Measurement expectations
① The right metrics
② Can you buy a beer wit...
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Great content is…
① Targeted
② Contextual
③ Evocative
④ Integrated
⑤ ...
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Execution
① Format types
② Sales integration/leverage
③ Shelf life st...
@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 disagre...
@HeinzMarketing • #CMWorld
5 common content marketing mistakes
1. Not having a plan up front
2. Writing for the company in...
@HeinzMarketing • #CMWorld
Distribution best practices
1. Dlvr.it
2. GaggleAMP
3. Triberr
4. Influencers
5. Hashtags
6. Li...
@HeinzMarketing • #CMWorld
Influencer engagement best practices
1. Build good lists (Little Bird)
2. Give to get
3. Have a...
@HeinzMarketing • #CMWorld
Long tail best practices
1. Repurposing
2. Re-edit old posts with new keywords
3. Tools
• Tweet...
@HeinzMarketing • #CMWorld
Repurposing
@HeinzMarketing • #CMWorld
Getting sales to use your content
1. How does it help them make money?
2. Get sales leadership ...
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
1. Project Lists
2. Task Lists, Organization & Filtering
3. Email Man...
@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 Marketin...
@HeinzMarketing • #CMWorld
Matt Heinz
President
Heinz Marketing Inc
matt@heinzmarketing.com
@heinzmarketing
@HeinzMarketin...
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50 Essential Content Marketing Hacks (Content Marketing World) Slide 1 50 Essential Content Marketing Hacks (Content Marketing World) Slide 2 50 Essential Content Marketing Hacks (Content Marketing World) Slide 3 50 Essential Content Marketing Hacks (Content Marketing World) Slide 4 50 Essential Content Marketing Hacks (Content Marketing World) Slide 5 50 Essential Content Marketing Hacks (Content Marketing World) Slide 6 50 Essential Content Marketing Hacks (Content Marketing World) Slide 7 50 Essential Content Marketing Hacks (Content Marketing World) Slide 8 50 Essential Content Marketing Hacks (Content Marketing World) Slide 9 50 Essential Content Marketing Hacks (Content Marketing World) Slide 10 50 Essential Content Marketing Hacks (Content Marketing World) Slide 11 50 Essential Content Marketing Hacks (Content Marketing World) Slide 12 50 Essential Content Marketing Hacks (Content Marketing World) Slide 13 50 Essential Content Marketing Hacks (Content Marketing World) Slide 14 50 Essential Content Marketing Hacks (Content Marketing World) Slide 15 50 Essential Content Marketing Hacks (Content Marketing World) Slide 16 50 Essential Content Marketing Hacks (Content Marketing World) Slide 17 50 Essential Content Marketing Hacks (Content Marketing World) Slide 18 50 Essential Content Marketing Hacks (Content Marketing World) Slide 19 50 Essential Content Marketing Hacks (Content Marketing World) Slide 20 50 Essential Content Marketing Hacks (Content Marketing World) Slide 21 50 Essential Content Marketing Hacks (Content Marketing World) Slide 22 50 Essential Content Marketing Hacks (Content Marketing World) Slide 23 50 Essential Content Marketing Hacks (Content Marketing World) Slide 24 50 Essential Content Marketing Hacks (Content Marketing World) Slide 25 50 Essential Content Marketing Hacks (Content Marketing World) Slide 26 50 Essential Content Marketing Hacks (Content Marketing World) Slide 27 50 Essential Content Marketing Hacks (Content Marketing World) Slide 28 50 Essential Content Marketing Hacks (Content Marketing World) Slide 29 50 Essential Content Marketing Hacks (Content Marketing World) Slide 30 50 Essential Content Marketing Hacks (Content Marketing World) Slide 31 50 Essential Content Marketing Hacks (Content Marketing World) Slide 32 50 Essential Content Marketing Hacks (Content Marketing World) Slide 33 50 Essential Content Marketing Hacks (Content Marketing World) Slide 34 50 Essential Content Marketing Hacks (Content Marketing World) Slide 35 50 Essential Content Marketing Hacks (Content Marketing World) Slide 36 50 Essential Content Marketing Hacks (Content Marketing World) Slide 37 50 Essential Content Marketing Hacks (Content Marketing World) Slide 38 50 Essential Content Marketing Hacks (Content Marketing World) Slide 39 50 Essential Content Marketing Hacks (Content Marketing World) Slide 40 50 Essential Content Marketing Hacks (Content Marketing World) Slide 41 50 Essential Content Marketing Hacks (Content Marketing World) Slide 42 50 Essential Content Marketing Hacks (Content Marketing World) Slide 43 50 Essential Content Marketing Hacks (Content Marketing World) Slide 44 50 Essential Content Marketing Hacks (Content Marketing World) Slide 45 50 Essential Content Marketing Hacks (Content Marketing World) Slide 46 50 Essential Content Marketing Hacks (Content Marketing World) Slide 47
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50 Essential Content Marketing Hacks (Content Marketing World)

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

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50 Essential Content Marketing Hacks (Content Marketing World)

  1. @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
  2. @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
  3. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld I am serious about the bacon… @ HeinzMarketing • #CMWorld
  4. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Everything the light touches…
  5. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld My content story…
  6. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld What is content?
  7. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld My most powerful content marketing of 2015
  8. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Rich stories with long shelf life…
  9. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld #farmlife
  10. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Great content is emotive
  11. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld One slide to rule them all
  12. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Is this the modern funnel?
  13. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Only two sales stages matter
  14. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Only two sales stages matter
  15. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld The buyer’s journey
  16. @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
  17. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Planning fundamentals ① Buying committee members ② Personas ③ Buyer’s journey ④ Format preferences ⑤ Internal “buying committee”
  18. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Expectation setting ① Resources ② Tools ③ Budget ④ Roadmap & ramp timeline
  19. @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
  20. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Great content is… ① Targeted ② Contextual ③ Evocative ④ Integrated ⑤ Measured
  21. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Execution ① Format types ② Sales integration/leverage ③ Shelf life strategy
  22. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Personalized video (easier than you think…)
  23. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Interactive content…
  24. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Response ① What’s next? ② Are three steps faster than one?
  25. @HeinzMarketing • #CMWorld Format cheats 1. Quality content 2. Great stories 3. Less time!
  26. @HeinzMarketing • #CMWorld The Q&A
  27. @HeinzMarketing • #CMWorld The Link Blog
  28. @HeinzMarketing • #CMWorld Serial Content
  29. @HeinzMarketing • #CMWorld Guest Posts
  30. @HeinzMarketing • #CMWorld Crowd Sourcing
  31. @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
  32. @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
  33. @HeinzMarketing • #CMWorld Distribution best practices 1. Dlvr.it 2. GaggleAMP 3. Triberr 4. Influencers 5. Hashtags 6. Link from old, popular posts
  34. @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
  35. @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
  36. @HeinzMarketing • #CMWorld Repurposing
  37. @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
  38. @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
  39. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Project Lists
  40. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Task Management
  41. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Email Management
  42. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Note Taking, Triage & Filing
  43. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Time Management
  44. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Idea Capture
  45. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Automation & Reminder Tools
  46. @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
  47. @HeinzMarketing • #CMWorld Matt Heinz President Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing @HeinzMarketing • #CMWorld
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Preso deck from my talk @ the 2016 Content Marketing World, September 7, 2016 in Cleveland, Ohio

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