Multichannel content strategy how to build awareness, customers revenue

featuring:


Matt Heinz
President
Heinz Marketing
www.heinzmarketing.com
@HeinzMarketing

#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 () noting what you want

#NavigateCrisis
@PRNewswire
@CNWGroup


I am serious about bacon

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@PRNewswire
@CNWGroup


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


Assumptions

Calculating what you
need

Meaghan ASP

$

65,000

Jennifer ASP

$

75,000

John ASP

$

80,000

Opp/Close %

25.0%

Lead/Opp %

5.0%

Jan-16

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Feb-16

Mar-16

Apr-16

May-16

Jun-16

Meaghan Sales #

1

1

2

3

2

4

Jennifer Sales #

1

2

2

2

2

2

John Sales #

1

1

1

1

2

1

Total Sales #

2

3

4

5

4

7

Meaghan Sales $

$

65,000

$

65,000

$ 130,000

$ 195,000

$ 130,000

$ 260,000

Jennifer Sales $

$

75,000

$ 150,000

$ 150,000

$ 150,000

$ 150,000

$ 150,000

John Sales $

$

75,000

$

$

$

75,000

$ 150,000

$

Total Sales $

$ 215,000

$ 420,000

$ 430,000

$ 485,000

75,000

$ 290,000

75,000

$ 355,000

75,000

Meaghan Pipeline #

4

4

8

12

8

16

Jennifer Pipeline #

4

8

8

8

8

8

John Pipeline #

4

4

4

4

8

4

Total Pipeline #

12

16

20

24

24

28

Meaghan Pipeline $

$ 260,000

$ 260,000

$ 520,000

$ 780,000

$ 520,000

$1,040,000

Jennifer Pipeline $

$ 300,000

$ 600,000

$ 600,000

$ 600,000

$ 600,000

$ 600,000

John Pipeline $

$ 300,000

$ 300,000

$ 300,000

$ 300,000

$ 600,000

$ 300,000

Total Pipeline $

$ 860,000

$1,160,000

$1,420,000

$1,680,000

$1,720,000

$1,940,000

@PRNewswire
@CNWGroup

Meaghan Leads

80

80

160

240

160

320

Jennifer Leads

80

160

160

160

160

160


One slide to rule them all

#NavigateCrisis
@PRNewswire
@CNWGroup


Defining & developing trust

Trust =
(relationships + content)
X
reputation

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@CNWGroup


Only two sales stages matter

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@CNWGroup


Only two sales stages matter

#NavigateCrisis
@PRNewswire
@CNWGroup


The buyer’s journey

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Marketing plan in 5 questions

1.

What/who are your targets?

•
•
2.
3.
4.
5.

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@CNWGroup

Direct & indirect users, influencers
Address entire buyer ecosystem
What do they care about? What outcome are they seeking?
Where do you find them?
What or who influences them?
How do they want to engage and (eventually) buy?


Other planning best practices

1.
2.
3.
4.
5.
6.
7.

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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@PRNewswire
@CNWGroup


One framework to rule them all!
Industry

Target

Company

Buyer’s Journey Insights

Focus Areas

Attention/Engagement Believe/Commit

Context

Engage

Objective

Internal

Input Source

External

Written

Video

Blog

Measure & Convert

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SME

Audio

Social

Convert

Crowd-Sourced

Curated

Presentation

Social Shares

Engagements

Live/Recorded

Third Party Site

Email Lists Social

Distribute

Amplify

Mobilize

Created

Content Type

Publish

Educate

Believe/Commit To Me

Editorial Calendar Planning

Topics

Content Format

Persona

Offline

Influencers

Influencers

Influencers Employees/Customers

Clicks

Leads

Opportunity Conversion


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 () noting what you want

#NavigateCrisis
@PRNewswire
@CNWGroup


Questions?

Matt Heinz
President
Heinz Marketing
@HeinzMarketing

#NavigateCrisis
@PRNewswire
@CNWGroup

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