Content Marketing Hacks: 50+ best practices to double your engagement & conversion rates
1. Content Marketing Hacks
50+ best practices that will double your engagement
& conversion rates
Matt Heinz
President, Heinz Marketing Inc
@HeinzMarketing
@HeinzMarketing • #CMWorld
2. Housekeeping
① Copy of this deck
② Other freebies!
① Secrets to Successful Content Marketing
② Modern Marketing Field Guide
③ Successful Social Selling
③ Bring me a business card and I’ll send them all
@HeinzMarketing • #CMWorld
3. I’m not just the president…
@HeinzMarketing • #CMWorld
4. One framework to rule them all!
@HeinzMarketing • #CMWorld
Industry Company Persona
Buyer’s Journey Insights
Attention/Engagement Believe/Commit Believe/Commit To Me
EngageEducate 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
5. Key Areas of Focus
① Planning
② Creation
③ Publication
④ Distribution & Amplification
⑤ Conversion
⑥ Measurement
@HeinzMarketing • #CMWorld
9. Map personas to the buyer’s journey
@HeinzMarketing • #CMWorld
Category Persona Stage 0 - Attention Stage 1 - Loosen the status quo Stage 2 - Commit to change
Pharma
Providers
Payers
10. Only two sales stages matter….
@HeinzMarketing • #CMWorld
17. Other planning best practices
1. 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?
@HeinzMarketing • #CMWorld
23. Content creation best practices
1. Topics & outlines
1. Offline brainstorming (how & when)
2. Have a documented production checklist
3. Have a documented quality assurance process
4. Require at least three headline options in your creative brief
5. Require a creative brief (!)
6. Coordinate with other groups – sales, customer service, field?
7. Discipline
@HeinzMarketing • #CMWorld
31. Publishing best practices
1. Sidebar best practices
1. Related offers
2. Related content
2. Social sharing
1. Floating Social
2. Dlvr.it
3. Comments
1. Disqus
2. Ask for comments
@HeinzMarketing • #CMWorld
33. Distribution best practices
1. Dlvr.it
2. GaggleAMP
3. Triberr
4. Influencers
5. Hashtags
6. Link from old, popular posts
@HeinzMarketing • #CMWorld
34. 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
38. Conversion best practices
1. Embedded links
2. Relevancy to the buying stage
3. In-asset offers (Docalytics)
4. Newsletter pop-ups
@HeinzMarketing • #CMWorld
39. Conversion best practices
1. Which metrics really matter?
2. Leading vs lagging indicators
3. Integrated systems tracking post-click conversion
4. Long-tail tracking impact (in isolation & across campaigns)
5. Don’t take inactives too seriously
@HeinzMarketing • #CMWorld