This document outlines Matt Heinz's presentation on multi-channel content strategy. It discusses 5 keys to a content strategy, including quantifying goals, understanding customers, mapping the sales process, embracing revenue responsibility, and measuring results. It also provides examples of frameworks for planning campaigns, defining trust between brands and customers, and understanding the buyer's journey. The presentation emphasizes calculating needs, defining content objectives, and integrating content across channels.
3. #NavigateCrisis
@PRNewswire
@CNWGroup
Housekeeping
• Copy of this deck
• Offers for you
• Full Funnel Marketing – the BOOK
• Modern Marketer’s Field Guide
• Matt’s award-winning* smoked bacon recipe
• Send me an email (matt@heinzmarketing.com) noting what
you want
5. Five keys to multi-channel content strategy
1. Do the math (quantify what success looks like)
2. Create a clear customer profile
3. Map the sales and buying process
4. Embrace revenue responsibility
5. How will you measure it?
#NavigateCrisis
@PRNewswire
@CNWGroup
12. Marketing plan in 5 questions
1. What/who are your targets?
• Direct & indirect users, influencers
• Address entire buyer ecosystem
2. What do they care about? What outcome are they seeking?
3. Where do you find them?
4. What or who influences them?
5. How do they want to engage and (eventually) buy?
#NavigateCrisis
@PRNewswire
@CNWGroup
13. 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?
#NavigateCrisis
@PRNewswire
@CNWGroup
14. #NavigateCrisis
@PRNewswire
@CNWGroup
One framework to rule them all!
Industry Company Persona
Buyer’s Journey Insights
Attention/Engagement Believe/Commit Believe/Commit To Me
Engage Educate 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
#NavigateCrisis
@PRNewswire
@CNWGroup
15. #NavigateCrisis
@PRNewswire
@CNWGroup
Housekeeping
• Copy of this deck
• Offers for you
• Full Funnel Marketing – the BOOK
• Modern Marketer’s Field Guide
• Matt’s award-winning* smoked bacon recipe
• Send me an email (matt@heinzmarketing.com) noting what
you want
Hello and welcome to the PR Newswire & CNW webinar titled Multichannel Content Strategy: How to Build Awareness, Customers and Revenue featuring Matt Heinz, President of Heinz Marketing
I’m Micah Leibowitz and I am the leader of digital and events at PR Newswire and I am really excited about today’s conversation.
Before we start I have a few housekeeping items to share:
There is no need to take notes as we will be emailing you the on-demand webinar replay along with the slides from today.
Please submit questions by typing them in the “ask a question” box at the bottom of the screen. We will address as many of your questions as we can at the end of the discussion and feel free to ask questions throughout the presentation.
The hashtag for the webinar today is #MKTGTrendspot so M-K-T-G-trendspot. We encourage you to continue the conversation on twitter by following the feed on your screen and engaging in the conversation.
Thanks again to Marian and Ken for joining today, and without further delay, I will hand it over to Ken!
Great panel today
Great panel today
We’ve come to the end of hour. I want to thank our speakers again and all of you who joined us. Have a great day.