content that converts: strategies and best practices to maximize roi
TRANSCRIPT
Content That Converts: Drive ROI and Revenue in 2017 and
BeyondMatt Heinz
President, Heinz Marketing Inc
@heinzmarketing
HousekeepingCopy 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 [email protected]
I am serious about the bacon…
Everything the light touches…
My content story…
What is content?
My most powerful content marketing of 2015
Rich stories with long shelf life…
#farmlife
Great content is emotive
One slide to rule them all
Is this the modern funnel?
Only two sales stages matter
Only two sales stages matter
The buyer’s journey
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
Planning fundamentals• Buying committee members
• Personas
• Buyer’s journey
• Format preferences
• Internal “buying committee”
Expectation setting
• Resources
• Tools
• Budget
• Roadmap & ramp timeline
Measurement expectations
• The right metrics
• Can you buy a beer with it?
• Operational vs Executive dashboards
• External impact
• Profit center vs cost center mentality
Great content is…• Targeted
• Contextual
• Evocative
• Integrated
• Measured
Response
• What’s next?
• Are three steps faster than one?
5 common content marketing mistakes1. 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
Influencer engagement best practices1. Build good lists (Little Bird)2. Give to get3. Have a pipeline mentality4. Build relationships5. Be patient6. Reciprocate & participate7. Measure
Long tail best practices1. Repurposing2. Re-edit old posts with new keywords3. Tools
• TweetOldPost• LinkedIn Publishing• Search
4. Seasonal surfacing
Repurposing
Getting sales to use your content1. 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
HousekeepingCopy 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 [email protected]) noting what you want
Matt HeinzPresident
Heinz Marketing Inc
@heinzmarketing
Thank You!