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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

50 Essential content marketing hacks

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Page 1: 50 Essential content marketing hacks

@TwitterHandle • #CMWorld

50 Essential Content Marketing Hacks

New tools, tricks, shortcuts, best practices and more to convert readers into customers

Matt HeinzPresident, Heinz Marketing Inc@HeinzMarketing

@Heinz Marketing • #CMWorld

Page 2: 50 Essential content marketing hacks

@TwitterHandle • #CMWorld

AGENDA

@TwitterHandle • #CMWorld

HousekeepingCopy 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 [email protected]

@HeinzMarketing • #CMWorld

Page 3: 50 Essential content marketing hacks

@TwitterHandle • #CMWorld

AGENDA

@TwitterHandle • #CMWorld

I am serious about the bacon…

@ HeinzMarketing • #CMWorld

Page 4: 50 Essential content marketing hacks

@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld

Everything the light touches…

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My content story…

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What is content?

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My most powerful content marketing of 2015

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Rich stories with long shelf life…

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#farmlife

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Great content is emotive

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One slide to rule them all

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Is this the modern funnel?

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Only two sales stages matter

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Only two sales stages matter

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The buyer’s journey

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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

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Planning fundamentals

① Buying committee members② Personas③ Buyer’s journey④ Format preferences⑤ Internal “buying committee”

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Expectation setting

① Resources② Tools③ Budget④ Roadmap & ramp timeline

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Measurement expectations

① The right metrics② Can you buy a beer with it?③ Operational vs Executive dashboards④ External impact⑤ Profit center vs cost center mentality

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Great content is…

① Targeted② Contextual③ Evocative④ Integrated⑤ Measured

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Execution

① Format types② Sales integration/leverage③ Shelf life strategy

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Personalized video (easier than you think…)

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Interactive content…

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Response

① What’s next?② Are three steps faster than one?

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Format cheats

1. Quality content2. Great stories3. Less time!

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The Q&A

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The Link Blog

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Serial Content

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Guest Posts

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Crowd Sourcing

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10 sources of content inspiration1. Customer questions2. Stuff you read3. People you disagree with4. Your customer-facing teams5. Trade press6. Conferences, panels & Webinars7. Twitter hashtags8. LinkedIn Answers9. The news10. Things you see that are dumb

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5 common content marketing mistakes1. Not having a plan up front2. Writing for the company instead of the customer3. Not encouraging and participating in two-way

communication4. Not promoting, aggregating and curating great

content from others5. Only producing written content

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Distribution best practices1. Dlvr.it2. GaggleAMP3. Triberr4. Influencers5. Hashtags6. Link from old, popular posts

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Influencer engagement best practices1. Build good lists (Little Bird)2. Give to get3. Have a pipeline mentality4. Build relationships5. Be patient6. Reciprocate & participate7. Measure

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Long tail best practices1. Repurposing2. Re-edit old posts with new keywords3. Tools

• TweetOldPost• LinkedIn Publishing• Search

4. Seasonal surfacing

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Repurposing

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Getting sales to use your content1. How does it help them make money?2. Get sales leadership to buy-in first3. Show examples of how it works4. Teach, train, launch, reinforce, measure &

celebrate5. Create systems that make it easy

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1. Project Lists2. Task Lists, Organization & Filtering3. Email Management4. Note Taking, Triage & Filing5. Time Management6. Idea Capture7. Automation & Reminder Tools

The Seven Productivity Habits

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Project Lists

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Task Management

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Email Management

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Note Taking, Triage & Filing

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Time Management

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Idea Capture

Page 45: 50 Essential content marketing hacks

@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld

Automation & Reminder Tools

Page 46: 50 Essential content marketing hacks

@TwitterHandle • #CMWorld

AGENDA

@TwitterHandle • #CMWorld

HousekeepingCopy 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 [email protected]) noting what you want

@HeinzMarketing • #CMWorld

Page 47: 50 Essential content marketing hacks

@HeinzMarketing • #CMWorld

Matt HeinzPresidentHeinz Marketing [email protected]@heinzmarketing

@HeinzMarketing • #CMWorld