Content That Converts: Drive ROI and Revenue in 2017 and

BeyondMatt Heinz

President, Heinz Marketing Inc

matt@heinzmarketing.com

@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 matt@heinzmarketing.com

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 matt@heinzmarketing.com) noting what you want

Matt HeinzPresident

Heinz Marketing Inc

matt@heinzmarketing.com

@heinzmarketing

Thank You!