@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

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• #CMWorld 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 matt@heinzmarketing.com @HeinzMarketing • #CMWorld

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• #CMWorld I am serious about the bacon… @ HeinzMarketing • #CMWorld

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#CMWorld Everything the light touches…

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#CMWorld My content story…

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#CMWorld What is content?

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#CMWorld My most powerful content marketing of 2015

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#CMWorld Rich stories with long shelf life…

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#CMWorld #farmlife

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#CMWorld Great content is emotive

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#CMWorld One slide to rule them all

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#CMWorld Is this the modern funnel?

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#CMWorld Only two sales stages matter

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#CMWorld Only two sales stages matter

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#CMWorld The buyer’s journey

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#CMWorld 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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#CMWorld Planning fundamentals ① Buying committee members ② Personas ③ Buyer’s journey ④ Format preferences ⑤ Internal “buying committee”

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#CMWorld Expectation setting ① Resources ② Tools ③ Budget ④ Roadmap & ramp timeline

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#CMWorld Measurement expectations ① The right metrics ② Can you buy a beer with it? ③ Operational vs Executive dashboards ④ External impact ⑤ Profit center vs cost center mentality

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#CMWorld Great content is… ① Targeted ② Contextual ③ Evocative ④ Integrated ⑤ Measured

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#CMWorld Execution ① Format types ② Sales integration/leverage ③ Shelf life strategy

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#CMWorld Personalized video (easier than you think…)

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#CMWorld Interactive content…

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

@HeinzMarketing • #CMWorld Format cheats
1. Quality content 2. Great stories 3. Less time!

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The Q&A

@HeinzMarketing • #CMWorld The Link
Blog

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Serial Content

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Guest Posts

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Crowd
Sourcing

@HeinzMarketing • #CMWorld 10 sources
of content inspiration 1. Customer questions 2. Stuff you read 3. People you disagree with 4. Your customer-facing teams 5. Trade press 6. Conferences, panels & Webinars 7. Twitter hashtags 8. LinkedIn Answers 9. The news 10. Things you see that are dumb

@HeinzMarketing • #CMWorld 5 common
content marketing mistakes 1. Not having a plan up front 2. Writing for the company instead of the customer 3. Not encouraging and participating in two-way communication 4. Not promoting, aggregating and curating great content from others 5. Only producing written content

@HeinzMarketing • #CMWorld Distribution best
practices 1. Dlvr.it 2. GaggleAMP 3. Triberr 4. Influencers 5. Hashtags 6. Link from old, popular posts

@HeinzMarketing • #CMWorld Influencer engagement
best practices 1. Build good lists (Little Bird) 2. Give to get 3. Have a pipeline mentality 4. Build relationships 5. Be patient 6. Reciprocate & participate 7. Measure

@HeinzMarketing • #CMWorld Long tail
best practices 1. Repurposing 2. Re-edit old posts with new keywords 3. Tools • TweetOldPost • LinkedIn Publishing • Search 4. Seasonal surfacing

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Repurposing

@HeinzMarketing • #CMWorld Getting sales
to use your content 1. How does it help them make money? 2. Get sales leadership to buy-in first 3. Show examples of how it works 4. Teach, train, launch, reinforce, measure & celebrate 5. Create systems that make it easy

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#CMWorld 1. Project Lists 2. Task Lists, Organization & Filtering 3. Email Management 4. Note Taking, Triage & Filing 5. Time Management 6. Idea Capture 7. Automation & Reminder Tools The Seven Productivity Habits

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#CMWorld Project Lists

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#CMWorld Task Management

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#CMWorld Email Management

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#CMWorld Note Taking, Triage & Filing

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#CMWorld Time Management

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#CMWorld Idea Capture

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#CMWorld Automation & Reminder Tools

@TwitterHandle • #CMWorld AGENDA @TwitterHandle
• #CMWorld 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 send email to matt@heinzmarketing.com) noting what you want @HeinzMarketing • #CMWorld

@HeinzMarketing • #CMWorld Matt Heinz
President Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing @HeinzMarketing • #CMWorld