Preso deck from September 9, 2015 session at Content Marketing World

1. Content Marketing Hacks
50+ best practices that will double your engagement
& conversion rates
Matt Heinz
President, Heinz Marketing Inc
@HeinzMarketing
@HeinzMarketing • #CMWorld

2. Housekeeping
① Copy of this deck
② Other freebies!
① Secrets to Successful Content Marketing
② Modern Marketing Field Guide
③ Successful Social Selling
③ Bring me a business card and I’ll send them all
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3. I’m not just the president…
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4. One framework to rule them all!
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Industry Company Persona
Buyer’s Journey Insights
Attention/Engagement Believe/Commit Believe/Commit To Me
EngageEducate Mobilize Convert
Editorial Calendar Planning
Internal External SME Crowd-Sourced
Created Curated
Written Video Audio Presentation Live/Recorded
Blog Social Third Party Site Offline Influencers
Email Lists Social Influencers
Social Shares Influencers Employees/Customers
Engagements Clicks Leads Opportunity Conversion
Target
Focus Areas
Context
Objective
Topics
Input Source
Content Type
Content Format
Publish
Distribute
Amplify
Measure & Convert

5. Key Areas of Focus
① Planning
② Creation
③ Publication
④ Distribution & Amplification
⑤ Conversion
⑥ Measurement
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6. 1. Planning
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7. Personas
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8. This doesn’t
write checks!
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9. Map personas to the buyer’s journey
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Category Persona Stage 0 - Attention Stage 1 - Loosen the status quo Stage 2 - Commit to change
Pharma
Providers
Payers

10. Only two sales stages matter….
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11. Capture tools
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12. Brainstorm strategies
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13. Content Wall
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14. Virtual Content Wall
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15. Virtual Content Wall
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16. Asana
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17. Other planning best practices
1. Campaigns vs programs vs “sends”
2. Know the objective (content is the drill, what is the hole??)
3. What is the customer point of view?
4. What stage of the buyer’s journey are you addressing?
5. What is the customer context (i.e. how and when will the
content be received?)
6. What is the right format?
7. How will content integrate with other channels or outreach
efforts?
@HeinzMarketing • #CMWorld

18. 2. Creation
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19. Meme Break!
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20. Meme Break!
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21. Meme Break!
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22. Meme Break!
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23. Content creation best practices
1. Topics & outlines
1. Offline brainstorming (how & when)
2. Have a documented production checklist
3. Have a documented quality assurance process
4. Require at least three headline options in your creative brief
5. Require a creative brief (!)
6. Coordinate with other groups – sales, customer service, field?
7. Discipline
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24. Format cheats
1. Quality content
2. Great stories
3. Less time!
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25. The Q&A
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26. The Link Blog
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27. Serial Content
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28. Guest Posts
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29. Crowd Sourcing
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30. 3. Publication
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31. Publishing best practices
1. Sidebar best practices
1. Related offers
2. Related content
2. Social sharing
1. Floating Social
2. Dlvr.it
3. Comments
1. Disqus
2. Ask for comments
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32. 4. Distribution
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33. Distribution best practices
1. Dlvr.it
2. GaggleAMP
3. Triberr
4. Influencers
5. Hashtags
6. Link from old, popular posts
@HeinzMarketing • #CMWorld

34. 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
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35. 5. Long Tail…
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36. Long tail best practices
1. Repurposing
2. Re-edit old posts with new keywords
3. Tools
1. TweetOldPost
2. LinkedIn Publishing
3. Search
4. Seasonal surfacing
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37. 6. Conversion
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38. Conversion best practices
1. Embedded links
2. Relevancy to the buying stage
3. In-asset offers (Docalytics)
4. Newsletter pop-ups
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39. Conversion best practices
1. Which metrics really matter?
2. Leading vs lagging indicators
3. Integrated systems tracking post-click conversion
4. Long-tail tracking impact (in isolation & across campaigns)
5. Don’t take inactives too seriously
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40. Offer Redux…
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41. Matt Heinz
President
Heinz Marketing Inc
matt@heinzmarketing.com
@HeinzMarketing • #CMWorld