50 essential content marketing hacks (content marketing world)
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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
@TwitterHandle
Marketing • #CMWorld
AGENDA
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
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@TwitterHandle • #CMWorld
IAGENDA
am serious about the bacon…
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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:
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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
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Buying committee members
Personas
Buyer’s journey
Format preferences
Internal “buying committee”
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Expectation setting
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Resources
Tools
Budget
Roadmap & ramp timeline
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Measurement expectations
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The right metrics
Can you buy a beer with it?
Operational vs Executive dashboards
External impact
Profit center vs cost center mentality
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Great content is…
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Targeted
Contextual
Evocative
Integrated
Measured
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Execution
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Format types
Sales integration/leverage
Shelf life strategy
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Personalized video (easier than you think…)
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Interactive content…
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Response
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What’s next?
Are three steps faster than one?
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Format cheats
1.Quality content
2.Great stories
3.Less time!
@HeinzMarketing • #CMWorld
