Content marketing hacks 50+ best practices to double your engagement conversion rates

Content Marketing Hacks
50+ best practices that will double your engagement & conversion rates

Matt Heinz
President, Heinz Marketing Inc
@HeinzMarketing

@HeinzMarketing • #CMWorld


Housekeeping

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Copy of this deck
Other freebies!

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Secrets to Successful Content Marketing
Modern Marketing Field Guide
Successful Social Selling

Bring me a business card and I’ll send them all

@HeinzMarketing • #CMWorld

I’m not just the president…

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One framework to rule them all!
Industry

Target

Company

Buyer’s Journey Insights

Focus Areas
Attention/Engagement

Context

Internal

Input Source

External

Mobilize

Convert

SME

Crowd-Sourced

Created

Content Type
Written

Content Format
Blog

Video

Curated

Audio

Social

PresentationLive/Recorded

Third Party Site

Email Lists Social

Distribute

Measure & Convert

Educate

Believe/Commit To Me

Editorial Calendar Planning

Topics

Amplify

Believe/Commit

Engage

Objective

Publish

Persona

Social Shares

Engagements

Offline

Influencers

Influencers

Influencers Employees/Customers

Clicks

Leads

Opportunity Conversion

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Key Areas of Focus

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Planning
Creation
Publication
Distribution & Amplification
Conversion
Measurement

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1. Planning

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Personas

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This doesn’t write
checks!

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Map personas to the buyer’s journey

Category

Persona

Stage 0 - Attention

Stage 1 - Loosen the status quo

Stage 2 - Commit to change

Pharma

Providers

Payers

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Only two sales stages matter….

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Capture tools

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Brainstorm strategies

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Content Wall

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Virtual Content Wall

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Virtual Content Wall

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Asana

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Other planning best practices

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Campaigns vs programs vs “sends”
Know the objective (content is the drill, what is the hole??)
What is the customer point of view?
What stage of the buyer’s journey are you addressing?
What is the customer context (i.e. how and when will the content be received?)
What is the right format?
How will content integrate with other channels or outreach efforts?

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2. Creation

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Meme Break!

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Meme Break!

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Meme Break!

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Meme Break!

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Content creation best practices

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Topics & outlines

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Offline brainstorming (how & when)

Have a documented production checklist
Have a documented quality assurance process
Require at least three headline options in your creative brief
Require a creative brief (!)
Coordinate with other groups – sales, customer service, field?
Discipline

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Format cheats

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Quality content
Great stories
Less time!

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The Q&A

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