Content Marketing Hacks: 50+ best practices to double your engagement & conversion rates
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Transcript of Content Marketing Hacks: 50+ best practices to double your engagement & conversion rates
Content Marketing Hacks50+ best practices that will double your engagement
& conversion ratesMatt Heinz
President, Heinz Marketing Inc@HeinzMarketing
@HeinzMarketing • #CMWorld
Housekeeping① Copy of this deck② Other freebies!
① Secrets to Successful Content Marketing② Modern Marketing Field Guide③ Successful Social Selling
③ Bring me a business card and I’ll send them all
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I’m not just the president…
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One framework to rule them all!
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Industry Company Persona
Buyer’s Journey Insights
Attention/Engagement Believe/Commit Believe/Commit To Me
Engage Educate Mobilize Convert
Editorial Calendar Planning
Internal External SME Crowd-Sourced
Created Curated
Written Video Audio Presentation Live/Recorded
Blog Social Third Party Site Offline Influencers
Email Lists Social Influencers
Social Shares Influencers Employees/Customers
Engagements Clicks Leads Opportunity Conversion
Target
Focus Areas
Context
Objective
Topics
Input Source
Content Type
Content Format
Publish
Distribute
Amplify
Measure & Convert
Key Areas of Focus① Planning② Creation③ Publication④ Distribution & Amplification⑤ Conversion⑥ Measurement
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1. Planning
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Personas
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This doesn’t write checks!
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Map personas to the buyer’s journey
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Category Persona Stage 0 - Attention Stage 1 - Loosen the status quo Stage 2 - Commit to change
Pharma
Providers
Payers
Only two sales stages matter….
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Capture tools
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Brainstorm strategies
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Content Wall
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Virtual Content Wall
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Virtual Content Wall
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Asana
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Other planning best practices1. Campaigns vs programs vs “sends”2. Know the objective (content is the drill, what is the hole??)3. What is the customer point of view?4. What stage of the buyer’s journey are you addressing?5. What is the customer context (i.e. how and when will the
content be received?)6. What is the right format?7. How will content integrate with other channels or outreach
efforts?
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2. Creation
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Meme Break!
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Meme Break!
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Meme Break!
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Meme Break!
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Content creation best practices1. Topics & outlines
1. Offline brainstorming (how & when)2. Have a documented production checklist3. Have a documented quality assurance process4. Require at least three headline options in your creative brief5. Require a creative brief (!)6. Coordinate with other groups – sales, customer service, field?7. Discipline
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Format cheats1. Quality content2. Great stories3. Less time!
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The Q&A
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The Link Blog
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Serial Content
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Guest Posts
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Crowd Sourcing
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3. Publication
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Publishing best practices1. Sidebar best practices
1. Related offers2. Related content
2. Social sharing1. Floating Social2. Dlvr.it
3. Comments1. Disqus2. Ask for comments
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4. Distribution
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Distribution best practices1. Dlvr.it2. GaggleAMP3. Triberr4. Influencers5. Hashtags6. Link from old, popular posts
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Influencer engagement best practices1. Build good lists (Little Bird)2. Give to get3. Have a pipeline mentality4. Build relationships5. Be patient6. Reciprocate & participate7. Measure
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5. Long Tail…
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Long tail best practices1. Repurposing2. Re-edit old posts with new keywords3. Tools
1. TweetOldPost2. LinkedIn Publishing3. Search
4. Seasonal surfacing
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6. Conversion
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Conversion best practices1. Embedded links2. Relevancy to the buying stage3. In-asset offers (Docalytics)4. Newsletter pop-ups
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Conversion best practices1. Which metrics really matter?2. Leading vs lagging indicators3. Integrated systems tracking post-click conversion4. Long-tail tracking impact (in isolation & across campaigns)5. Don’t take inactives too seriously
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Offer Redux…
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Matt HeinzPresidentHeinz Marketing [email protected]
@HeinzMarketing • #CMWorld