Presentation deck from Oracle Marketing Cloud Conference, April 27, 2017 in Las Vegas

1. Content That Converts: Drive
ROI and Revenue in 2017 and
Beyond
Matt Heinz
President, Heinz Marketing Inc
matt@heinzmarketing.com
@heinzmarketing

2. 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

3. I am serious about the bacon…

4. Everything the
light touches…

5. My content
story…

6. What is content?

7. My most powerful content
marketing of 2015

8. Rich stories with long shelf life…

9. #farmlife

10. Great content is emotive

11. One slide to rule them all

12. Is this the modern funnel?

13. Only two sales stages matter

14. Only two sales stages matter

15. The buyer’s journey

16. 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

17. Planning fundamentals
• Buying committee members
• Personas
• Buyer’s journey
• Format preferences
• Internal “buying committee”

18. Expectation setting
• Resources
• Tools
• Budget
• Roadmap & ramp timeline

19. Measurement expectations
• The right metrics
• Can you buy a beer with it?
• Operational vs Executive dashboards
• External impact
• Profit center vs cost center mentality

20. Great content is…
• Targeted
• Contextual
• Evocative
• Integrated
• Measured

21. Response
• What’s next?
• Are three steps faster than one?

22. 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

23. 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

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

25. Repurposing

26. 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

27. 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

28. Matt Heinz
President
Heinz Marketing Inc
matt@heinzmarketing.com
@heinzmarketing
Thank You!