SlideShare ist ein Scribd-Unternehmen logo
1 von 10
Downloaden Sie, um offline zu lesen
Secrets To Successful Content Marketing


Content is the new currency in marketing. It has the power to drive traffic, to build instant   Content Strategy           2
rapport, to simultaneously nurture an infinite number of qualified but not-yet-ready-to-          Five Common Content
buy prospects.                                                                                    Marketing Mistakes
                                                                                                  (And How To Fix Them)    2
Good content flows quickly and easily from organizations that are already, organically
                                                                                                  How To Blog More         2
customer-centric. If you know your customer—who they are, what they care about, what
they want—you have a limitless source of inspiration for new content to capture, cultivate        Six Tips To Increase
                                                                                                  Comments On Your Blog 3
and convert prospers into loyal, passionate customers.
                                                                                                  The Three Types Of Content
This series of short articles was designed to help you conceive, create and leverage content      You Need To Be Successful
for your business, brand or organization. We’ve organized this content into three parts:          With Social Media         3
  • Content Strategy                                                                              Social Media Editorial
  • Content Creation                                                                              Calendar Template        4
  • Content Leverage                                                                              Different Buyers, Different
                                                                                                  Needs, Different Stories 5
The potential for content is enormous. Done correctly, an effectively executed content
strategy can mobilize and capitalize on your market potential at a fraction of the cost of      Content Creation           6
traditional advertising, and with residual benefits. I hope this set of best practices helps      How To Identify And Create
get you on the right track to success.                                                            More Dynamic Content 6
                                                                                                  Three Questions All Content
                                                                                                  Must Answer               6
                                                                                                  10 Proven Sources Of Blog
                                                                                                  Post Inspiration          6
                                                                                                  The Three Elements Of
                                                                                                  Every Good Story         6
                                                                                                  10 Tips For Writing
                                                                                                  A Great Press Release    7

                                                                                                Content Leverage           9
                                                                                                  Using Content To Improve
                                                                                                  SEO, Attract Customers and
                                                                                                  Capture Leads            9
                                                                                                  How To Revive Dormant
                                                                                                  Newsletter Subscribers   9
                                                                                                  The Difference Between
                                                                                                  Publicity And PR       10
Content Strategy


Five Common Content Marketing Mistakes                           How To Blog More
(And How To Fix Them)                                            Many people often ask me good questions about how to
Don’t overthink your content marketing strategy. It’s            actually get more blogging done. Some of this has to do
more important to have a bias for action and get rolling.        with simply setting aside and being disciplined about the
That said, when getting started with content marketing           time required to create good content. But there are other
for your organization or brand, there are a few things to        tactics you can use to jump-start that time to be more pro-
make sure you’ve thought through up front. Here are five         ductive and efficient at driving more “shipped” content.
mistakes I see organizations making most often.                  Here are a few suggestions.
1. Not having a plan up front                                    Write more ideas down. When you have an idea for good
Before you start any marketing activity (no matter how           content, write it down immediately. Keep paper and pen
strategic or tactical), you have to know why you’re do-          close by, or use a service like Dial2Do to quickly record
ing it. What does success look like? How does this activity      an idea that can be translated to text and email for review
translate to immediate or eventual sales and revenue?            later. If you’re like me, a good idea that sits in your head
                                                                 unrecorded for too long (and when I mean too long, I
2. Writing for the company instead of for the customer
                                                                 mean more than 15–20 seconds) gets lost to the next
Too many content programs focus on new features, chest-          thought. The more you document, the more blog posts
beating on company milestones, and otherwise weaving             you’ll have to choose from.
strong product tie-ins into every new piece of content cre-
ated. That content has its place, but your readers (customers    Keep a single, ongoing list of those ideas. I use Outlook
and prospects) will gravitate towards content that inde-         Tasks, and have a category called “Pending Blog Posts.”
pendently provides value. What are your customer’s issues?       When I have time to write something new, I go to this
What do they need help with, right now? That’s the content       list and find something to get started. Ideas are constantly
that will spread like wildfire for you.                          coming and going from this list. Whether you use Outlook
                                                                 or Evernote or Moleskine, keep them somewhere together.
3. Not encouraging and participating in two-way com-
munication                                                       Ideas, then outlines, then drafts. Don’t sit down and
                                                                 intend to write a blog post in one swoop. Start with the
Creating content isn’t enough. To really accelerate your
                                                                 core idea, then jot down primary points and themes related
audience and impact, you must devote time to respond-
                                                                 to that idea. Sometimes this starts with nothing more than
ing, commenting, engaging questions and so on. If you’re
                                                                 the title. Then it will eventually become a short bullet list
just a one-way communication channel, even with good
                                                                 of points you want to make. Eventually, you sit down and
content, your prospects will go elsewhere for the interac-
                                                                 write the context and deeper context behind each of those
tion they crave.
                                                                 points. By doing it this way, you produce the final post
4. Not promoting, aggregating and curating great                 more quickly. Breaking new blog posts down into indi-
content from others                                              vidual steps makes the whole process more accessible (and
It’s not all about you. And frankly, you can drive significant   more likely to happen).
audience volume (and accelerated awareness and positive          Write ahead of time. Don’t write today with the inten-
brand impressions for your business) by simply aggregat-         tion of posting today. That’s only going to make you
ing and promoting great content from others. By doing            anxious. Work on something today with the intention
this, you’ll create awareness and interest from other content    of posting later. Tomorrow, next week, whatever makes
originators as well as demonstrate to your growing audi-         sense. By writing content in advance and setting it up to
ence that you’re filtering great content from numerous           post later, you can also block time to write several posts at
sources for them.                                                once. Take your ideas and outlines of primary points, and
5. Only producing written content                                lock yourself in a room for a couple hours to bang out new
Written content may be the core of your content strategy,        content while you’re focused and on a roll.
but don’t forget video. Or podcasts. Or short, embedded          Use guest bloggers. You don’t have to write everything
slide presentations. Or whatever other formats your audi-        yourself! Others you work with—peers, colleagues, part-
ence naturally gravitates towards.                               ners, customers, etc.—can create content that’s just as
                                                                 good, just as relevant, and just as magnetic to drive more


                                                                                                                              2
traffic and interested readers. It takes the full burden off of   but asking questions will help convert more lurkers into
you, and will drive new people to your content from the           responders.
original writer’s set of channels and networks.                   5. Send new posts to specific people and
What are your tricks for producing more blog content?             ask for their reaction
What tips do you have to help spark activity?                     Oftentimes when I write something new, I’ll send a link
                                                                  to the post to people I know specifically will enjoy it and/
Six Tips To Increase Comments On Your Blog                        or have an opinion or rebuttal. Sometimes I’ll do this to
                                                                  people I know have a different opinion, and encourage
Ever feel like you’re writing and writing, and nobody’s
                                                                  them to share their perspective in the comments. Great
listening?
                                                                  way to spark the discussion.
If you’re not getting a lot of comments, it may feel like
                                                                  6. Be your most active commenter
you’re talking to an empty room. But oftentimes, you
do have the traffic and readership, but aren’t doing a few        You don’t need to respond to every post with “I agree”
simple things to encourage faster, easier and more frequent       or “thank you”, but if someone shares an opinion and
commenting by your readers.                                       you have a response, share it. Let your commenters know
                                                                  you’re listening and appreciate their time and perspective.
And with more comments, you’ll show new readers that
there’s an active community on your blog, increasing over-        What other advice or best practices would you share with
all traffic, new readers and repeat visits as a result.           other bloggers? What’s working for you?
Here are a few basic tips to get more of your readers to
participate.                                                      The Three Types Of Content You Need
                                                                  To Be Successful With Social Media
1. Allow comments and make them prominent right
after the post                                                    Social media is nothing without content. The content—
I still meet bloggers who don’t have comments enabled,            what you say, how you say it, where you say it—is at the
or don’t realize that their comments are disabled. This is        heart of a great community engagement strategy.
basic, but do me a favor and check.                               And there really are just three types of content you need to
2. Use a cross-platform service like Disqus                       focus on to be successful:
Lowering the barrier to entry is key. Some blogs require          Planned/Proactive Content: You need an editorial
login to comment. That’s a high bar and will discourage           calendar, something that plans out for the next several
participation. At minimum, let people make comments               weeks (even months) what you want to say. You won’t
with a simple name and linking URL. Better yet, let them          stick to this calendar exactly—you may skip a week, flip
use a common blog commenting and profiling tool such              stuff around, add ideas, etc. But if you don’t plan what
as Disqus. Thousands of blogs use this service in particular      you want to say, there’s no way you can string together
now, and help those commenting to link their thoughts             a narrative that tells the story you want to tell. Without
across blogs. Fast, easy, branded. These services will also       planning and executing content based on a predetermined
often alert commenters when someone else has responded,           strategy, there’s no way you’ll be able to consistently stand
which further encourages them to come back and continue           for something that engages the right audiences, the right
the conversation.                                                 prospects, the right customers with your business or brand.
3. Moderate comments (if you must) after the fact                 Start with your customers. What do they want to hear,
Occasionally you might find commenters go over the line.          what are they interested in, what are they seeking. You’ll
If they’re being libelous or profane, by all means take the       write about that. Then think about how that content man-
comments down and block them. But when blogs require              ifests itself into a handful of themes, or common threads
moderation before something is posted, you lose the in-           of content. As you build your editorial calendar, plan for
stant gratification effect of letting the commenter see their     different angles or approaches to helping your customers
words immediately on the page. Many readers will retweet          solve or address issues related to those themes. With this
or share your story only after their own name and com-            approach, you’ll quickly become an expert and go-to
ments are added (so others see that as well). If you require      resource for value-added information that draws prospec-
moderation, you lose a lot of that traffic and pass-along.        tive and current customers closer to you.
                                                                  Impromptu/Reactive Content: There’s no amount of
4. Ask questions to invite conversations
                                                                  planning in the world that can prepare you for the story
How often do your blog posts end with a question? How             that will show up tomorrow. The issue in your industry
often do you proactively invite opinions or disagreement          that will dominate your headlines. The customer problems
from your readers? You don’t need to do this every time,

                                                                                                                                 3
that didn’t exist yesterday. These are immediate opportu-       No matter how much proactive content you create, the ma-
nities, often where little to no other content exists, that     jority of your online community-building will be participa-
become an instant and highly-valuable opportunity for you       tory, even reactive. But the more you participate, the more
to address, write about and own a topic that is at its peak     people see you out there creating value, the more they see
of interest among your customer and prospect community.         you’re helping them succeed independent of what you’re
You need to have your ear to the ground daily to know           selling, the more they’ll gravitate toward you to learn more.
when and where these opportunities come up. You need
to be ready to quickly create and publish content (writ-        Social Media Editorial Calendar Template
ten, video, audio, etc.) that quickly becomes part of what
                                                                A great way to be more proactive and frequent in publishing
everyone’s reading, how they’re addressing the latest news,
                                                                new content is to start with an editorial calendar (see below).
and what they’re sharing with others on how to deal with it.
                                                                It doesn’t have to be complicated or take a lot of time.
Participatory Content: You’re not the only one creating
                                                                Just start with a handful of themes that are relevant to
content intended for your target audience. Plenty of others
                                                                your audience, and list them down the left-hand side of a
are doing it too. In these cases, they’ve created an anchor
                                                                spreadsheet. Then, over the course of the next few weeks
of content that will drive a mini-conversation. In these
                                                                (listed across the top of the spreadsheet), identify 1–2
cases, it’s your job to lend your voice to the fray. Become
                                                                specific topics you’ll address and write about that week.
an active part of the conversation. Not as a seller, not as a
vendor. As a peer.                                              Even if you don’t follow the calendar exactly every week,
                                                                I guarantee this will help you feel more confident and pre-
                                                                pared to get something published.




Download the template at: www.heinzmarketing.com/resources/free-resources/




                                                                                                                              4
Different Buyers, Different Needs, Different Stories         Do this once (either for your product overall or by unique
If you’re selling into an organization with multiple deci-   vertical into which you’re selling) and the messaging will
sion-makers and/or influencers, you’ll need to customize     likely work again and again, especially if you operationalize
the story you’re telling for each recipient.                 it into sales scripts, marketing content, etc.

What you’re selling stays the same, what it does stays the   Start with prospective customers in a given vertical (or any
same as well. But each individual involved in the buying     grouping that makes sense for you), and then move to
process likely cares about slightly different things. The    individual roles within the organization.
CFO, for example, is going to bring a different worldview    First you map out what they care about—their priorities,
to the relationship than the CIO, or CMO, or VP of Sales.    needs, and pain independent of your sale. You can then
To sell effectively in this increasingly-complex environ-    convert that fundamental, individual understanding into
ment, you need to customize your story not just for the      messages that more directly and successfully combine their
organization and its vertical industry, but for each indi-   needs with your potential.
vidual as well.                                              Give it a shot (if you know your customer, I bet it’s faster to
                                                             complete than you think) and let me know what you think.




Download the template at: www.heinzmarketing.com/resources/free-resources/




                                                                                                                           5
Content Creation


How To Identify And Create More Dynamic Content                few of the benefits regular bloggers enjoy.
Great content is built with three things in mind—what          A primary hurdle I hear from many would-be bloggers is
they want you to know, what they want you to think, and        content inspiration.
what they want you to do.                                      So where do you find new blog post ideas? The answer
Dynamic content does all three of these things, with a         is all around you. Experienced bloggers will tell you that
focus on the third component—driving action.                   they’re bombarded with possible blog topics. Their chal-
Dynamic content should stir your emotions, and make you        lenge isn’t finding topics, but choosing the best on which
want to do something. This isn’t just direct-response we’re    to focus.
talking about. Dynamic content can make you forward            Here are the ten sources of blog post inspiration I use
an article to 10 friends, change the way you think and/or      most often. Some I do actively seek out, but all of them
act, and impact long-term behavior—both yours and those        take very little time and produce an ongoing source of
around you.                                                    inspiration and content.
Dynamic content, in short, makes you want to do some-          Customer questions. Every day you’re answering ques-
thing about it.                                                tions from customers and prospects—via email, phone,
Look through the content you’ve created recently, and the      in-person, and in your social networks. Inherent in many
content on your plate in the near future. What is its pur-     of your answers is the subject-matter expertise that people
pose? What do you want from the audience? How can you          want from you. Every time you answer a question, it’s a
adjust the topic, the tone, the approach or the message so     potential blog post. Think about it.
your readers do more than just read and think.                 Stuff you read. Doesn’t matter what you’re reading.
Get them to act.                                               Books, other blogs, magazines, even advertisements.
                                                               What’s your reaction? Do you agree or disagree? What’s
                                                               your take? Blog post.
Three Questions All Content Must Answer
                                                               People you disagree with. Someone says something in a
I think we all generally understand and accept that content    meeting you think is wrong. Why do you disagree? Blog
needs to do something. It needs to speak to and influence      post. You read about a business or business leader who
an intended audience or else it’s really a waste of every-     prioritizes something you think is taking them down the
one’s time. This applies to a wide range of content in a       wrong path. Blog post.
variety of formats—Web pages, whitepapers, blog posts,
videos on YouTube, etc.                                        Your customer-facing teams. If you’re not on the daily
                                                               front lines with your customers, someone at your organi-
But it strikes me that, although content can be audience-      zation is. Your sales team, customer service team, support
centric, it’s not always complete. Well-designed content is    team. What are they hearing from customers? What issues are
built by answering three questions:                            affecting their lives or businesses? What’s keeping them up at
    1. What do I want people to see, hear and/or learn?        night and getting them up in the morning? Blog posts.
    2. What do I want people to think?                         Trade press. You don’t have to read everything. Just flip
    3. What do I want people to do?                            through the magazines, scan the online headlines. You’ll
Notice the progression of audience understanding and           find news stories, features, opinion pieces, trends, quotes
action here: Awareness, interpretation, response.              from other thought leaders. Just keep asking yourself:
                                                               What do I think of this? What would my customers think?
That doesn’t always mean a direct response call to action.     How could I help my customers understand or navigate
But if your audience reads or experiences your content and     this issue?
moves on without any change in perception or behavior, I’d
argue something was missing and your content didn’t work.      Conferences, panels and Webinars. I come back from
                                                               conferences with pages of potential blog posts. Not just
                                                               from the speakers and panels, but from the trade show
10 Proven Sources Of Blog Post Inspiration                     floor, the sales and marketing techniques other exhibitors
Few people argue with the value of creating regular con-       use to try and woo me, and the new people I meet.
tent—more prospects, more Web traffic, more thought            Twitter hashtags. Take a keyword relevant to you, your
leadership and a better-educated set of prospects are just a   business or your customers. Put a hashtag in front of it,
                                                                                                                             6
and do a search on search.twitter.com. See what other           1. Develop a boilerplate
people are talking about, right now.                            Press releases often contain a brief paragraph that describes
LinkedIn Answers. Find the topics and sub-topics most           your company, known as a boilerplate. This information
relevant to your business and customers, and sign up for        helps journalists familiarize themselves with your business,
daily email summaries. It’s like getting a whole list of pos-   and adds to the professional presentation of your media re-
sible blog posts in your inbox every day.                       lease. Boilerplates are usually placed at the end of the body
                                                                of the content, before the contact information.
The news. Scan MSNBC.com. Have the local news on in
the background as you make dinner. I can’t remember the         2. Stick to newsworthy content
last time I read (or even scanned) the Wall Street Journal      Also known as a media release or news release, make sure
without coming up with at least 3–4 topics to blog about.       that the content in your press release is really newsworthy.
Things you see that are dumb. Other people’s market-            You need to convince the reader that your information
ing. Management mistakes. Examples of inefficiency or           is news and not marketing copy. Remember that report-
thoughtlessness or lazy execution. Some people don’t            ers are not interested in promoting your latest product or
know better. Help them get better.                              service; they want content that is news.
You may need to be proactive and intentional about us-          3. Answer the five “Ws” and how
ing some of these sources at first. But once you build          Write your press release like a news story. Your headline
the habit, it’ll become natural. The day you see or read        and first paragraph should include the most important facts
something and automatically think to yourself, “wow, that       and figures, followed by supporting information. Be sure
would make a good blog post,” you’re in.                        to answer who, what, when, where, and why, as well as
                                                                how, in your press release. It can be helpful to brainstorm
The Three Elements Of Every Good Story                          the answers to these questions when developing a rough
                                                                draft or outline for a media release.
What story are you telling your customers?
                                                                4. Avoid technical jargon
Ardath Albee has shared the three components of any
                                                                Remember that your target audiences are journalists, blog-
good story (including the story you’re telling your custom-
                                                                gers, and other media members who may not be experi-
ers and prospects). That story needs:
                                                                enced in your industry. Use plain language when describ-
  • A Hero (that’s your customer)                               ing technical terms and processes that can be understood
  • A Villain (that’s the problem or pain they’re addressing)   by the public, because reporters are unlikely to spend time
  • A Mentor (that’s you)                                       researching complicated concepts and ideas to interpret
                                                                the meanings for their readers.
These elements have been core components of effective
storytelling for centuries. So tell me:                         5. Use quotes from real people
  • Are you making clear that your customer or prospect         Newspapers and media outlets love to use quotes, so make
    is the hero?                                                sure to use quotations from a spokesperson who is available
                                                                and willing to conduct follow-up interviews. Never invent a
  • Have you clearly articulated who or what is the villain?
                                                                fictitious person to attribute quotes to in a press release.
    Does your customer or prospect see that villain as well?
                                                                6. Write 400 words or less
  • Does your customer or prospect trust you as their
    mentor to vanquish the villain?                             The purpose of a press release is to generate interest from
                                                                the media, and inspire journalists and bloggers to contact
                                                                your company for more information. Keeping your con-
10 Tips For Writing A Great Press Release
                                                                tent short and to the point makes it more likely to be read
As a pseudo-news story, a press release is an important         and shared through blogs and social media. Reporters are
marketing tool for businesses seeking to gain publicity         busy people, and they do not have the time to read lengthy
through the media (in addition to driving awareness and         articles in search of their next story.
traffic from across the Web). Writing a great press release
                                                                7. Use perfect spelling and grammar
is challenging, but can pay off with both increased media
interest and online sharing of the content through social       Nothing undermines the credibility of a press release
media sites and blogs.                                          quicker than misspelled words, incorrect grammar and just
                                                                plain poor writing. Use a good word processing program,
Here are ten tips for writing press releases that grab the      and have another person proofread your release before
attention of journalists and reporters.                         publishing.



                                                                                                                               7
8. Create a headline                                             and above the contact information. Using these symbols
Once you have completed your press release, create a short       will increase the professional appearance of your release,
and interesting headline that both grabs attention and           making it more likely that professional journalists will find
tells the reader what your press release is about. Writing       your information credible. Alternatively, some writers use
the headline after the content is complete is a good idea,       the symbol “-30-” or “-end-” to tell the reader the release
because writers can develop a headline that fits the story       is ended.
instead of trying to fit the story to a headline.                10. Include contact information
If possible, keep the headline short enough to be shared         The final bit of information following the “###” symbols
on Twitter along with a link to the story. Press release         should be a one or two-line statement inviting journalists
headlines are normally written in full capital letters, rather   to contact your company for more information. This is the
than simply capitalizing the first letter of each word.          place to include the name, title, phone number, and email
9. End the article with ###                                      address of the media liaison for your business.
The end of a press release is usually signified with three
hash marks, or number signs, placed below the boilerplate




                                                                                                                             8
Content Leverage

Using Content To Improve SEO,                                   relevant topics and keywords are already being used by
Attract Customers and Capture Leads                             searchers on Google. You need to map content to search
I’ve been asked many times how best to use an existing set      volume, and ensure there’s a certain keyword density of
of content to drive more natural search traffic and, ulti-      those terms in the article itself.
mately, lead capture. Here’s an edited version of the advice
I give.                                                         How To Revive Dormant Newsletter Subscribers
For maximum SEO value, the content needs to be hosted           With any email, newsletter or nurture campaign, there’s
on your domain. It needs to be organized in a clear, dis-       going to be a sizeable portion of your list that just doesn’t
coverable way (there are some basic SEO best practices for      respond. They don’t click, they rarely if ever open. So how
how to do this based on site architecture, mega tag work,       do you get them to become more active again? The answer
keywords in the URL, etc.).                                     is more complicated than just a set of reactivation tactics.
Many companies worry about how discoverable this                First off, make sure they’re dormant and not dead. And
content is from the home page. Navigation discoverability       make sure you regularly clear out the dead.
from the home page actually isn’t as relevant for SEO as
making sure Google can see the pages clearly. If Google         Very few newsletter or nurture marketing managers actively
can see them, they’ll send traffic directly to those subpages   clean their databases of regular hard-bounce addresses. If
no matter how buried they are on the site. If you have          an email hasn’t been delivered to a particular address for
Google Analytics or CoreMetrics or some other good              several sends in a row (meaning you get a hard-bounce
tracking tool on your site, you can probably get a good         back from the recipient’s server), it’s best to take that
indication of which content is already driving natural          email out of future sends. Too many hard bounces will tell
search traffic today.                                           Internet service providers that you’re a possible spammer,
                                                                and can get the rest of your emails blocked.
Once you have the traffic, you need to think about what
you’d want that person to do next. If the content repre-        Also, don’t assume that dormant means no value is
sents a prospective customer farther back in the decision       being delivered. Just because I didn’t click doesn’t mean
process (i.e. just educating themselves, learning about the     I don’t want the next issue. Just because I didn’t engage
factors at play in what later will become an active decision,   this time doesn’t mean I didn’t appreciate a heads-up on
etc.), then the call to action might be to subscribe to an      whatever the content was. What if I was just too busy to-
email newsletter. Something “light” that gets the prospect      day? What if I really want that sweater but don’t have any
registered and doesn’t require high commitment, but gives       money until next payday?
you direct access to communicate with them moving for-          Depending on the nature and objective of your email cam-
ward, profile them down the road for more active offers, etc.   paign, the quantity and quality of impressions you generate
However, if the content they’re seeking is clearly closer to    by putting another permission-based email in someone’s
the decision point, you can more directly upsell with calls     inbox may be enough. At least for now. I assume that you,
to action directly into your lead gen engine with better        too, get plenty of email newsletters and don’t read them
results. To drive even greater discoverability of your con-     all. Don’t click on them all. Probably don’t even open
tent, use a network of social media and content discovery       them all. But you definitely want to keep getting them,
tools (StumbleUpon, Digg, etc.) to help make the content        and there’s a branded, contiguous relationship that still ex-
easier to find.                                                 ists there. A healthy portion of your “dormant” subscribers
                                                                are getting the same value from you today.
I’d also consider building a content network directly with
partners, bloggers and anyone else who speaks to your tar-      Of course, for those recipients who truly aren’t paying as
get audience. Give them co-branded pages on the site fea-       much attention, there are a few tactical things you can try
turing the same content, so that they share those links with    as well.
their own networks. The more inbound links you have to          First, consider changing the domain, IP address or even
the site, the better your SEO value and the more natural        email service provider from which you’re sending. These
traffic Google will give you in addition to those links.        changes can make the email appear different to the hosting
As far as overall content triage and creation, you want to      server, and can either help with deliverability or get that
map that both to your understanding of the buyer timeline       email out of the spam filter where it’s been languishing for
(way back, before they’re actively looking), as well as what    several issues now.
                                                                                                                              9
Also play with how the email appears to the recipient when      Publicity is about getting coverage for yourself. It’s about
first received in their inbox. Is the “from” name and address   pushing your story, your agenda to the masses. It’s not
inviting? Are you using the same subject line over and over     necessarily a bad thing. Publicity for a political candidate
vs. highlighting some content that drives more opens?           is critical. For a new movie or TV show, important. But
Consider these and other more active/aggressive tactics         publicity is mostly about me, not you.
for a segment of your list that you think might be dor-         Effective PR is about telling stories—unique, compelling
mant. If active subscribers already have you on their safe      stories that attract people to you. PR isn’t about you, it’s
sender list, there’s no reason to switch up the domain or       about the broader connections, trends, innovation and
IP address on them. But by testing these and other tactics      value being created in the ecosystem in which you work
on a subgroup of potentially dormant subscribers, you may       and operate.
find a mix of strategies and tactics that increase engage-      Successful PR can be as much if not more about your cus-
ment and performance of the entire list in short order.         tomers and partners as it is about you. Your role as the
                                                                implied enabler of success, your role as the originator and
The Difference Between Publicity And PR                         owner of the story, gives you the credibility and leadership you
Seth Godin has spoken about this before, and it bears           need to further your own agenda in a more authentic way.
repeating.                                                      Again, both are fine and in many cases both can be lever-
Publicity is very different from PR. They’re related, but       aged in parallel. Just make sure you understand which is
different in their execution, objectives and value to your      which as you plan and execute.
brand and organization.




More Information About Us

About Matt Heinz                                                                                        8201 164th Ave. NE, Suite 200
Matt Heinz is the Founder and President of Heinz Marketing Inc. Matt brings more                        Redmond WA 98052
                                                                                                        Ph. 877.291.0006
than 12 years of marketing, business development and sales experience from a variety of                 www.heinzmarketing.com
organizations, vertical industries and company sizes. His career has focused on deliver-
ing measurable results for his employers and clients in the way of greater sales, revenue
growth, product success and customer loyalty.
About Heinz Marketing
Heinz Marketing is a Seattle marketing agency focused on sales acceleration. Heinz
Marketing helps clients achieve sustained sales success by growing revenue from existing
customers and cost effectively identifying and winning new customers.
Contact Heinz Marketing
Heinz Marketing Inc.
8201 164th Ave NE, Suite 200
Redmond, WA 98052
877.291.0006
www.heinzmarketing.com
acceleration@heinzmarketing.com
Learn More About Heinz Marketing
Interested in learning more creative ways to make the most of your marketing?:
Request your FREE 10-minute brainstorm at www.10minutebrainstorm.com
Join our newsletter:
www.heinzmarketinginsights.com
Check out our blog: www.mattonmarketingblog.com
Follow Matt on Twitter: www.twitter.com/heinzmarketing                                                                          10

Weitere ähnliche Inhalte

Was ist angesagt?

The Six Pillars of Content Creation for an Unstoppable Online Business (with ...
The Six Pillars of Content Creation for an Unstoppable Online Business (with ...The Six Pillars of Content Creation for an Unstoppable Online Business (with ...
The Six Pillars of Content Creation for an Unstoppable Online Business (with ...Amy Porterfield
 
How to Write Emails People WANT to Respond to [Sales Template]
How to Write Emails People WANT to Respond to [Sales Template]How to Write Emails People WANT to Respond to [Sales Template]
How to Write Emails People WANT to Respond to [Sales Template]HubSpot
 
How to Run a Successful Facebook Contest
How to Run a Successful Facebook ContestHow to Run a Successful Facebook Contest
How to Run a Successful Facebook ContestPost Planner
 
How to Find, Influence & Convert More Prospects Into Customers
How to Find, Influence & Convert More Prospects Into CustomersHow to Find, Influence & Convert More Prospects Into Customers
How to Find, Influence & Convert More Prospects Into CustomersHeinz Marketing Inc
 
Big Wins from the Inbox: Email Strategies to Get More Conversions
Big Wins from the Inbox: Email Strategies to Get More ConversionsBig Wins from the Inbox: Email Strategies to Get More Conversions
Big Wins from the Inbox: Email Strategies to Get More ConversionsEllie Mirman
 
9 Lessons for New Product Managers
9 Lessons for New Product Managers9 Lessons for New Product Managers
9 Lessons for New Product ManagersHubSpot
 
How to create b2b content that drives leads?
How to create b2b content that drives leads?How to create b2b content that drives leads?
How to create b2b content that drives leads?Jaslynn joan
 
Uncover the B2B Marketing Trends That Matter: Content Engagement & Conversion...
Uncover the B2B Marketing Trends That Matter: Content Engagement & Conversion...Uncover the B2B Marketing Trends That Matter: Content Engagement & Conversion...
Uncover the B2B Marketing Trends That Matter: Content Engagement & Conversion...Heinz Marketing Inc
 
How to Grow & Gain Traction
How to Grow & Gain TractionHow to Grow & Gain Traction
How to Grow & Gain TractionErik Bernskiöld
 
25 Sales Interview Questions to Recruit Superstar Reps
25 Sales Interview Questions to Recruit Superstar Reps25 Sales Interview Questions to Recruit Superstar Reps
25 Sales Interview Questions to Recruit Superstar RepsHubSpot
 
New Marketing starts with people and ends with customers
New Marketing starts with people and ends with customersNew Marketing starts with people and ends with customers
New Marketing starts with people and ends with customersKeiretsu Forum
 
Secrets to a Successful Eloqua Experience
Secrets to a Successful Eloqua ExperienceSecrets to a Successful Eloqua Experience
Secrets to a Successful Eloqua ExperienceHeinz Marketing Inc
 
How to Find, Influence & Convert More Prospects Into Customers (Loopfuse)
How to Find, Influence & Convert More Prospects Into Customers (Loopfuse)How to Find, Influence & Convert More Prospects Into Customers (Loopfuse)
How to Find, Influence & Convert More Prospects Into Customers (Loopfuse)Heinz Marketing Inc
 
Blueprint for Executive Hiring
Blueprint for Executive HiringBlueprint for Executive Hiring
Blueprint for Executive HiringGreylock Partners
 
How to Design a Sales Process for B2B Sales - #1 Tool for the Dream Sales Team
How to Design a Sales Process for B2B Sales - #1 Tool for the Dream Sales Team How to Design a Sales Process for B2B Sales - #1 Tool for the Dream Sales Team
How to Design a Sales Process for B2B Sales - #1 Tool for the Dream Sales Team Daniel Nilsson
 
Social Media Crash Course - Puget Sound Business Journal Seminar Series
Social Media Crash Course - Puget Sound Business Journal Seminar SeriesSocial Media Crash Course - Puget Sound Business Journal Seminar Series
Social Media Crash Course - Puget Sound Business Journal Seminar SeriesHeinz Marketing Inc
 
4 easy ways to enhance your content strategy
4 easy ways to enhance your content strategy 4 easy ways to enhance your content strategy
4 easy ways to enhance your content strategy Three Deep Marketing
 
2013 AA-ISP Leadership Summit Recap
2013 AA-ISP Leadership Summit Recap2013 AA-ISP Leadership Summit Recap
2013 AA-ISP Leadership Summit RecapHeinz Marketing Inc
 
21-lead-generation-pillars
21-lead-generation-pillars21-lead-generation-pillars
21-lead-generation-pillarsDMN3
 

Was ist angesagt? (20)

The Six Pillars of Content Creation for an Unstoppable Online Business (with ...
The Six Pillars of Content Creation for an Unstoppable Online Business (with ...The Six Pillars of Content Creation for an Unstoppable Online Business (with ...
The Six Pillars of Content Creation for an Unstoppable Online Business (with ...
 
How to Write Emails People WANT to Respond to [Sales Template]
How to Write Emails People WANT to Respond to [Sales Template]How to Write Emails People WANT to Respond to [Sales Template]
How to Write Emails People WANT to Respond to [Sales Template]
 
How to Run a Successful Facebook Contest
How to Run a Successful Facebook ContestHow to Run a Successful Facebook Contest
How to Run a Successful Facebook Contest
 
How to Find, Influence & Convert More Prospects Into Customers
How to Find, Influence & Convert More Prospects Into CustomersHow to Find, Influence & Convert More Prospects Into Customers
How to Find, Influence & Convert More Prospects Into Customers
 
Big Wins from the Inbox: Email Strategies to Get More Conversions
Big Wins from the Inbox: Email Strategies to Get More ConversionsBig Wins from the Inbox: Email Strategies to Get More Conversions
Big Wins from the Inbox: Email Strategies to Get More Conversions
 
9 Lessons for New Product Managers
9 Lessons for New Product Managers9 Lessons for New Product Managers
9 Lessons for New Product Managers
 
How to create b2b content that drives leads?
How to create b2b content that drives leads?How to create b2b content that drives leads?
How to create b2b content that drives leads?
 
2014 Marketing Planning Guide
2014 Marketing Planning Guide2014 Marketing Planning Guide
2014 Marketing Planning Guide
 
Uncover the B2B Marketing Trends That Matter: Content Engagement & Conversion...
Uncover the B2B Marketing Trends That Matter: Content Engagement & Conversion...Uncover the B2B Marketing Trends That Matter: Content Engagement & Conversion...
Uncover the B2B Marketing Trends That Matter: Content Engagement & Conversion...
 
How to Grow & Gain Traction
How to Grow & Gain TractionHow to Grow & Gain Traction
How to Grow & Gain Traction
 
25 Sales Interview Questions to Recruit Superstar Reps
25 Sales Interview Questions to Recruit Superstar Reps25 Sales Interview Questions to Recruit Superstar Reps
25 Sales Interview Questions to Recruit Superstar Reps
 
New Marketing starts with people and ends with customers
New Marketing starts with people and ends with customersNew Marketing starts with people and ends with customers
New Marketing starts with people and ends with customers
 
Secrets to a Successful Eloqua Experience
Secrets to a Successful Eloqua ExperienceSecrets to a Successful Eloqua Experience
Secrets to a Successful Eloqua Experience
 
How to Find, Influence & Convert More Prospects Into Customers (Loopfuse)
How to Find, Influence & Convert More Prospects Into Customers (Loopfuse)How to Find, Influence & Convert More Prospects Into Customers (Loopfuse)
How to Find, Influence & Convert More Prospects Into Customers (Loopfuse)
 
Blueprint for Executive Hiring
Blueprint for Executive HiringBlueprint for Executive Hiring
Blueprint for Executive Hiring
 
How to Design a Sales Process for B2B Sales - #1 Tool for the Dream Sales Team
How to Design a Sales Process for B2B Sales - #1 Tool for the Dream Sales Team How to Design a Sales Process for B2B Sales - #1 Tool for the Dream Sales Team
How to Design a Sales Process for B2B Sales - #1 Tool for the Dream Sales Team
 
Social Media Crash Course - Puget Sound Business Journal Seminar Series
Social Media Crash Course - Puget Sound Business Journal Seminar SeriesSocial Media Crash Course - Puget Sound Business Journal Seminar Series
Social Media Crash Course - Puget Sound Business Journal Seminar Series
 
4 easy ways to enhance your content strategy
4 easy ways to enhance your content strategy 4 easy ways to enhance your content strategy
4 easy ways to enhance your content strategy
 
2013 AA-ISP Leadership Summit Recap
2013 AA-ISP Leadership Summit Recap2013 AA-ISP Leadership Summit Recap
2013 AA-ISP Leadership Summit Recap
 
21-lead-generation-pillars
21-lead-generation-pillars21-lead-generation-pillars
21-lead-generation-pillars
 

Andere mochten auch

Creating a culture for Continuous Delivery
Creating a culture for Continuous DeliveryCreating a culture for Continuous Delivery
Creating a culture for Continuous DeliveryChef Software, Inc.
 
Evaluation #2 (done)
Evaluation #2 (done)Evaluation #2 (done)
Evaluation #2 (done)megsrowlands
 
Moustafa Alsharif cv oracle developer
Moustafa Alsharif cv oracle developerMoustafa Alsharif cv oracle developer
Moustafa Alsharif cv oracle developerMoustafa Alshreef
 
The sps code of conduct 2011
The sps code of conduct 2011The sps code of conduct 2011
The sps code of conduct 2011bambangsaja
 
Artpresent
ArtpresentArtpresent
Artpresenttluiten
 
Ahmed Ibrahim Elgabrouny
Ahmed Ibrahim ElgabrounyAhmed Ibrahim Elgabrouny
Ahmed Ibrahim Elgabrounyahmed ibrahim
 
The history of catalonia
The history of cataloniaThe history of catalonia
The history of cataloniamcast243
 
Ghost Towns Around The World
Ghost Towns Around The WorldGhost Towns Around The World
Ghost Towns Around The WorldMaps of World
 
Customer Centered Marketing: The Social Media Journey
Customer Centered Marketing: The Social Media JourneyCustomer Centered Marketing: The Social Media Journey
Customer Centered Marketing: The Social Media JourneyAllisonDew
 
Vortrag marketing club nachhaltige events ulrich holzbaur
Vortrag marketing club nachhaltige events ulrich holzbaurVortrag marketing club nachhaltige events ulrich holzbaur
Vortrag marketing club nachhaltige events ulrich holzbaurUlrich Holzbaur
 
AADEIs - Blazing a Trail
AADEIs - Blazing a TrailAADEIs - Blazing a Trail
AADEIs - Blazing a TrailAmol Dhir
 
Fundraising = Dating
Fundraising = Dating Fundraising = Dating
Fundraising = Dating Dave Kerpen
 
Blockchain en Recht 2016 06-22
Blockchain en Recht 2016 06-22Blockchain en Recht 2016 06-22
Blockchain en Recht 2016 06-22Lykle de Vries
 
Redefining the Proctoring Process - SmarterProctoring & B Virtual
Redefining the Proctoring Process - SmarterProctoring & B VirtualRedefining the Proctoring Process - SmarterProctoring & B Virtual
Redefining the Proctoring Process - SmarterProctoring & B VirtualSmarterServices Owen
 
Koller Genf Spazierstöcke S14 Auktion 16.09.2016 | Walking Stick Auction
Koller Genf Spazierstöcke  S14 Auktion 16.09.2016 | Walking Stick AuctionKoller Genf Spazierstöcke  S14 Auktion 16.09.2016 | Walking Stick Auction
Koller Genf Spazierstöcke S14 Auktion 16.09.2016 | Walking Stick AuctionKoller Auctions
 

Andere mochten auch (17)

Creating a culture for Continuous Delivery
Creating a culture for Continuous DeliveryCreating a culture for Continuous Delivery
Creating a culture for Continuous Delivery
 
Evaluation #2 (done)
Evaluation #2 (done)Evaluation #2 (done)
Evaluation #2 (done)
 
Moustafa Alsharif cv oracle developer
Moustafa Alsharif cv oracle developerMoustafa Alsharif cv oracle developer
Moustafa Alsharif cv oracle developer
 
The sps code of conduct 2011
The sps code of conduct 2011The sps code of conduct 2011
The sps code of conduct 2011
 
Artpresent
ArtpresentArtpresent
Artpresent
 
Ahmed Ibrahim Elgabrouny
Ahmed Ibrahim ElgabrounyAhmed Ibrahim Elgabrouny
Ahmed Ibrahim Elgabrouny
 
The history of catalonia
The history of cataloniaThe history of catalonia
The history of catalonia
 
Ghost Towns Around The World
Ghost Towns Around The WorldGhost Towns Around The World
Ghost Towns Around The World
 
Customer Centered Marketing: The Social Media Journey
Customer Centered Marketing: The Social Media JourneyCustomer Centered Marketing: The Social Media Journey
Customer Centered Marketing: The Social Media Journey
 
Vortrag marketing club nachhaltige events ulrich holzbaur
Vortrag marketing club nachhaltige events ulrich holzbaurVortrag marketing club nachhaltige events ulrich holzbaur
Vortrag marketing club nachhaltige events ulrich holzbaur
 
AADEIs - Blazing a Trail
AADEIs - Blazing a TrailAADEIs - Blazing a Trail
AADEIs - Blazing a Trail
 
Fundraising = Dating
Fundraising = Dating Fundraising = Dating
Fundraising = Dating
 
Blockchain en Recht 2016 06-22
Blockchain en Recht 2016 06-22Blockchain en Recht 2016 06-22
Blockchain en Recht 2016 06-22
 
Jobvite - Zappos - DTP - 5.1.14
Jobvite - Zappos - DTP - 5.1.14Jobvite - Zappos - DTP - 5.1.14
Jobvite - Zappos - DTP - 5.1.14
 
Redefining the Proctoring Process - SmarterProctoring & B Virtual
Redefining the Proctoring Process - SmarterProctoring & B VirtualRedefining the Proctoring Process - SmarterProctoring & B Virtual
Redefining the Proctoring Process - SmarterProctoring & B Virtual
 
המלצה - טלדור
המלצה - טלדורהמלצה - טלדור
המלצה - טלדור
 
Koller Genf Spazierstöcke S14 Auktion 16.09.2016 | Walking Stick Auction
Koller Genf Spazierstöcke  S14 Auktion 16.09.2016 | Walking Stick AuctionKoller Genf Spazierstöcke  S14 Auktion 16.09.2016 | Walking Stick Auction
Koller Genf Spazierstöcke S14 Auktion 16.09.2016 | Walking Stick Auction
 

Ähnlich wie Secrets to successful content marketing

13 errores que dañan tu estrategia de contenidos
13 errores que dañan tu estrategia de contenidos13 errores que dañan tu estrategia de contenidos
13 errores que dañan tu estrategia de contenidosPlanimedia
 
13 Content Marketing Mistakes That Are Poisoning Your Progress
13 Content Marketing Mistakes That Are Poisoning Your Progress13 Content Marketing Mistakes That Are Poisoning Your Progress
13 Content Marketing Mistakes That Are Poisoning Your ProgressContent Marketing Institute
 
EworksWSI Cyprus 2016 Content Marketing Whitepaper
EworksWSI Cyprus 2016 Content Marketing WhitepaperEworksWSI Cyprus 2016 Content Marketing Whitepaper
EworksWSI Cyprus 2016 Content Marketing WhitepaperEworksWSI Cyprus
 
A six step content marketing model
A six step content marketing modelA six step content marketing model
A six step content marketing modelSteven Van Belleghem
 
Asixstepcontentmarketingmodel
AsixstepcontentmarketingmodelAsixstepcontentmarketingmodel
AsixstepcontentmarketingmodelLaurens Hartog .
 
A six step content marketing model
A six step content marketing modelA six step content marketing model
A six step content marketing modelInSites Consulting
 
How to 10x Your Content Marketing Team's Productivity
How to 10x Your Content Marketing Team's ProductivityHow to 10x Your Content Marketing Team's Productivity
How to 10x Your Content Marketing Team's ProductivityEvgeny Tsarkov
 
Planning For A Content Dashboard
Planning For A Content DashboardPlanning For A Content Dashboard
Planning For A Content DashboardXENIA CONSULTING
 
6-Step Guide to B2B Content Marketing that Works
6-Step Guide to B2B Content Marketing that Works6-Step Guide to B2B Content Marketing that Works
6-Step Guide to B2B Content Marketing that WorksLinkedIn
 
6-Step Guide to B2B Content Marketing that Works
6-Step Guide to B2B Content Marketing that Works6-Step Guide to B2B Content Marketing that Works
6-Step Guide to B2B Content Marketing that WorksBlack Marketing
 
Editorial Calendars for Content Marketing
Editorial Calendars for Content MarketingEditorial Calendars for Content Marketing
Editorial Calendars for Content MarketingClickThrough Marketing
 
Version with Notes: Grow Your Member Base with a Compelling Content Marketing...
Version with Notes: Grow Your Member Base with a Compelling Content Marketing...Version with Notes: Grow Your Member Base with a Compelling Content Marketing...
Version with Notes: Grow Your Member Base with a Compelling Content Marketing...Sarah M Worthy
 
Cómo Causar Una Buena Impresión Utilizando El Marketing de Contenidos
Cómo Causar Una Buena Impresión Utilizando El Marketing de ContenidosCómo Causar Una Buena Impresión Utilizando El Marketing de Contenidos
Cómo Causar Una Buena Impresión Utilizando El Marketing de ContenidosClikéalo WSI
 
12 Steps to an Effective Content Marketing Strategy
12 Steps to an Effective Content Marketing Strategy12 Steps to an Effective Content Marketing Strategy
12 Steps to an Effective Content Marketing StrategyElizabeth Hines
 
Beginners guide to Content Strategy
Beginners guide to Content StrategyBeginners guide to Content Strategy
Beginners guide to Content StrategyCan Bakir
 
A 10 Step Blueprint To Content Marketing Success
A 10 Step Blueprint To Content Marketing SuccessA 10 Step Blueprint To Content Marketing Success
A 10 Step Blueprint To Content Marketing SuccessNewsCred
 
10 Content Marketing Tips
10 Content Marketing Tips10 Content Marketing Tips
10 Content Marketing Tipslberson
 

Ähnlich wie Secrets to successful content marketing (20)

13 errores que dañan tu estrategia de contenidos
13 errores que dañan tu estrategia de contenidos13 errores que dañan tu estrategia de contenidos
13 errores que dañan tu estrategia de contenidos
 
13 Content Marketing Mistakes That Are Poisoning Your Progress
13 Content Marketing Mistakes That Are Poisoning Your Progress13 Content Marketing Mistakes That Are Poisoning Your Progress
13 Content Marketing Mistakes That Are Poisoning Your Progress
 
EworksWSI Cyprus 2016 Content Marketing Whitepaper
EworksWSI Cyprus 2016 Content Marketing WhitepaperEworksWSI Cyprus 2016 Content Marketing Whitepaper
EworksWSI Cyprus 2016 Content Marketing Whitepaper
 
A six step content marketing model
A six step content marketing modelA six step content marketing model
A six step content marketing model
 
Asixstepcontentmarketingmodel
AsixstepcontentmarketingmodelAsixstepcontentmarketingmodel
Asixstepcontentmarketingmodel
 
A six step content marketing model
A six step content marketing modelA six step content marketing model
A six step content marketing model
 
How to 10x Your Content Marketing Team's Productivity
How to 10x Your Content Marketing Team's ProductivityHow to 10x Your Content Marketing Team's Productivity
How to 10x Your Content Marketing Team's Productivity
 
The true meaning of Content Curation and Aggregation
The true meaning of Content Curation and AggregationThe true meaning of Content Curation and Aggregation
The true meaning of Content Curation and Aggregation
 
Planning For A Content Dashboard
Planning For A Content DashboardPlanning For A Content Dashboard
Planning For A Content Dashboard
 
6-Step Guide to B2B Content Marketing that Works
6-Step Guide to B2B Content Marketing that Works6-Step Guide to B2B Content Marketing that Works
6-Step Guide to B2B Content Marketing that Works
 
6-Step Guide to B2B Content Marketing that Works
6-Step Guide to B2B Content Marketing that Works6-Step Guide to B2B Content Marketing that Works
6-Step Guide to B2B Content Marketing that Works
 
Editorial Calendars for Content Marketing
Editorial Calendars for Content MarketingEditorial Calendars for Content Marketing
Editorial Calendars for Content Marketing
 
DG2ECM.pptx
DG2ECM.pptxDG2ECM.pptx
DG2ECM.pptx
 
Content marketing
Content marketingContent marketing
Content marketing
 
Version with Notes: Grow Your Member Base with a Compelling Content Marketing...
Version with Notes: Grow Your Member Base with a Compelling Content Marketing...Version with Notes: Grow Your Member Base with a Compelling Content Marketing...
Version with Notes: Grow Your Member Base with a Compelling Content Marketing...
 
Cómo Causar Una Buena Impresión Utilizando El Marketing de Contenidos
Cómo Causar Una Buena Impresión Utilizando El Marketing de ContenidosCómo Causar Una Buena Impresión Utilizando El Marketing de Contenidos
Cómo Causar Una Buena Impresión Utilizando El Marketing de Contenidos
 
12 Steps to an Effective Content Marketing Strategy
12 Steps to an Effective Content Marketing Strategy12 Steps to an Effective Content Marketing Strategy
12 Steps to an Effective Content Marketing Strategy
 
Beginners guide to Content Strategy
Beginners guide to Content StrategyBeginners guide to Content Strategy
Beginners guide to Content Strategy
 
A 10 Step Blueprint To Content Marketing Success
A 10 Step Blueprint To Content Marketing SuccessA 10 Step Blueprint To Content Marketing Success
A 10 Step Blueprint To Content Marketing Success
 
10 Content Marketing Tips
10 Content Marketing Tips10 Content Marketing Tips
10 Content Marketing Tips
 

Mehr von Heinz Marketing Inc

How To Build a Predictable Pipeline (B2B Marketing Expo Keynote Deck)
How To Build a Predictable Pipeline (B2B Marketing Expo Keynote Deck)How To Build a Predictable Pipeline (B2B Marketing Expo Keynote Deck)
How To Build a Predictable Pipeline (B2B Marketing Expo Keynote Deck)Heinz Marketing Inc
 
20 Proven Tactics to Increase Video Engagement & Conversion
20 Proven Tactics to Increase Video Engagement & Conversion20 Proven Tactics to Increase Video Engagement & Conversion
20 Proven Tactics to Increase Video Engagement & ConversionHeinz Marketing Inc
 
How Content Can Accelerate the Buying Journey & Shorten Sales Cycles
How Content Can Accelerate the Buying Journey & Shorten Sales CyclesHow Content Can Accelerate the Buying Journey & Shorten Sales Cycles
How Content Can Accelerate the Buying Journey & Shorten Sales CyclesHeinz Marketing Inc
 
Eight (surprising) ways to increase sales team morale and retention
Eight (surprising) ways to increase sales team morale and retentionEight (surprising) ways to increase sales team morale and retention
Eight (surprising) ways to increase sales team morale and retentionHeinz Marketing Inc
 
B2B Research: Marketing Automation Satisfaction Ratings & Perceptions
B2B Research: Marketing Automation Satisfaction Ratings & PerceptionsB2B Research: Marketing Automation Satisfaction Ratings & Perceptions
B2B Research: Marketing Automation Satisfaction Ratings & PerceptionsHeinz Marketing Inc
 
Mile Wide & An Inch Deep: Marketing Automation Perceptions (Research)
Mile Wide & An Inch Deep: Marketing Automation Perceptions (Research)Mile Wide & An Inch Deep: Marketing Automation Perceptions (Research)
Mile Wide & An Inch Deep: Marketing Automation Perceptions (Research)Heinz Marketing Inc
 
Revenue Operations Research & Best Practices
Revenue Operations Research & Best PracticesRevenue Operations Research & Best Practices
Revenue Operations Research & Best PracticesHeinz Marketing Inc
 
How to develop customer trust and commitment in a digital age
How to develop customer trust and commitment in a digital ageHow to develop customer trust and commitment in a digital age
How to develop customer trust and commitment in a digital ageHeinz Marketing Inc
 
Delivering a Predictable Pipeline: B2B Revenue Ops Success Framework
Delivering a Predictable Pipeline: B2B Revenue Ops Success FrameworkDelivering a Predictable Pipeline: B2B Revenue Ops Success Framework
Delivering a Predictable Pipeline: B2B Revenue Ops Success FrameworkHeinz Marketing Inc
 
Sales Content That Sells: A Proven Approach To Sales Enablement Success
Sales Content That Sells: A Proven Approach To Sales Enablement SuccessSales Content That Sells: A Proven Approach To Sales Enablement Success
Sales Content That Sells: A Proven Approach To Sales Enablement SuccessHeinz Marketing Inc
 
Heinz Marketing Predictable Pipeline Framework & Maturity Model
Heinz Marketing Predictable Pipeline Framework & Maturity ModelHeinz Marketing Predictable Pipeline Framework & Maturity Model
Heinz Marketing Predictable Pipeline Framework & Maturity ModelHeinz Marketing Inc
 
Building a Predictable Pipeline - Zoominfo Growth Acceleration Summit Deck
Building a Predictable Pipeline - Zoominfo Growth Acceleration Summit DeckBuilding a Predictable Pipeline - Zoominfo Growth Acceleration Summit Deck
Building a Predictable Pipeline - Zoominfo Growth Acceleration Summit DeckHeinz Marketing Inc
 
Predictable Pipeline Midyear Review
Predictable Pipeline Midyear ReviewPredictable Pipeline Midyear Review
Predictable Pipeline Midyear ReviewHeinz Marketing Inc
 
Budgeting for Marketing Performance: How to Save Time, Spend Wisely & Do More...
Budgeting for Marketing Performance: How to Save Time, Spend Wisely & Do More...Budgeting for Marketing Performance: How to Save Time, Spend Wisely & Do More...
Budgeting for Marketing Performance: How to Save Time, Spend Wisely & Do More...Heinz Marketing Inc
 
Content That Converts Drive ROI and Revenue Through 2018 and Beyond
Content That Converts Drive ROI and Revenue Through 2018 and BeyondContent That Converts Drive ROI and Revenue Through 2018 and Beyond
Content That Converts Drive ROI and Revenue Through 2018 and BeyondHeinz Marketing Inc
 
Buildings Don't Write Checks: A Predictable Pipeline Approach
Buildings Don't Write Checks: A Predictable Pipeline ApproachBuildings Don't Write Checks: A Predictable Pipeline Approach
Buildings Don't Write Checks: A Predictable Pipeline ApproachHeinz Marketing Inc
 
Buildings Don't Write Checks: Sales Pipeline & Demand Secrets for Professiona...
Buildings Don't Write Checks: Sales Pipeline & Demand Secrets for Professiona...Buildings Don't Write Checks: Sales Pipeline & Demand Secrets for Professiona...
Buildings Don't Write Checks: Sales Pipeline & Demand Secrets for Professiona...Heinz Marketing Inc
 
2018 Multichannel Marketing Effectiveness Report Findings
2018 Multichannel Marketing Effectiveness Report Findings2018 Multichannel Marketing Effectiveness Report Findings
2018 Multichannel Marketing Effectiveness Report FindingsHeinz Marketing Inc
 
Buyer Behavior in 2017 & Beyond: Research, Trends & Best Practices to Improve...
Buyer Behavior in 2017 & Beyond: Research, Trends & Best Practices to Improve...Buyer Behavior in 2017 & Beyond: Research, Trends & Best Practices to Improve...
Buyer Behavior in 2017 & Beyond: Research, Trends & Best Practices to Improve...Heinz Marketing Inc
 
The Advocate Effect: How internal & external advocates can accelerate deal ve...
The Advocate Effect: How internal & external advocates can accelerate deal ve...The Advocate Effect: How internal & external advocates can accelerate deal ve...
The Advocate Effect: How internal & external advocates can accelerate deal ve...Heinz Marketing Inc
 

Mehr von Heinz Marketing Inc (20)

How To Build a Predictable Pipeline (B2B Marketing Expo Keynote Deck)
How To Build a Predictable Pipeline (B2B Marketing Expo Keynote Deck)How To Build a Predictable Pipeline (B2B Marketing Expo Keynote Deck)
How To Build a Predictable Pipeline (B2B Marketing Expo Keynote Deck)
 
20 Proven Tactics to Increase Video Engagement & Conversion
20 Proven Tactics to Increase Video Engagement & Conversion20 Proven Tactics to Increase Video Engagement & Conversion
20 Proven Tactics to Increase Video Engagement & Conversion
 
How Content Can Accelerate the Buying Journey & Shorten Sales Cycles
How Content Can Accelerate the Buying Journey & Shorten Sales CyclesHow Content Can Accelerate the Buying Journey & Shorten Sales Cycles
How Content Can Accelerate the Buying Journey & Shorten Sales Cycles
 
Eight (surprising) ways to increase sales team morale and retention
Eight (surprising) ways to increase sales team morale and retentionEight (surprising) ways to increase sales team morale and retention
Eight (surprising) ways to increase sales team morale and retention
 
B2B Research: Marketing Automation Satisfaction Ratings & Perceptions
B2B Research: Marketing Automation Satisfaction Ratings & PerceptionsB2B Research: Marketing Automation Satisfaction Ratings & Perceptions
B2B Research: Marketing Automation Satisfaction Ratings & Perceptions
 
Mile Wide & An Inch Deep: Marketing Automation Perceptions (Research)
Mile Wide & An Inch Deep: Marketing Automation Perceptions (Research)Mile Wide & An Inch Deep: Marketing Automation Perceptions (Research)
Mile Wide & An Inch Deep: Marketing Automation Perceptions (Research)
 
Revenue Operations Research & Best Practices
Revenue Operations Research & Best PracticesRevenue Operations Research & Best Practices
Revenue Operations Research & Best Practices
 
How to develop customer trust and commitment in a digital age
How to develop customer trust and commitment in a digital ageHow to develop customer trust and commitment in a digital age
How to develop customer trust and commitment in a digital age
 
Delivering a Predictable Pipeline: B2B Revenue Ops Success Framework
Delivering a Predictable Pipeline: B2B Revenue Ops Success FrameworkDelivering a Predictable Pipeline: B2B Revenue Ops Success Framework
Delivering a Predictable Pipeline: B2B Revenue Ops Success Framework
 
Sales Content That Sells: A Proven Approach To Sales Enablement Success
Sales Content That Sells: A Proven Approach To Sales Enablement SuccessSales Content That Sells: A Proven Approach To Sales Enablement Success
Sales Content That Sells: A Proven Approach To Sales Enablement Success
 
Heinz Marketing Predictable Pipeline Framework & Maturity Model
Heinz Marketing Predictable Pipeline Framework & Maturity ModelHeinz Marketing Predictable Pipeline Framework & Maturity Model
Heinz Marketing Predictable Pipeline Framework & Maturity Model
 
Building a Predictable Pipeline - Zoominfo Growth Acceleration Summit Deck
Building a Predictable Pipeline - Zoominfo Growth Acceleration Summit DeckBuilding a Predictable Pipeline - Zoominfo Growth Acceleration Summit Deck
Building a Predictable Pipeline - Zoominfo Growth Acceleration Summit Deck
 
Predictable Pipeline Midyear Review
Predictable Pipeline Midyear ReviewPredictable Pipeline Midyear Review
Predictable Pipeline Midyear Review
 
Budgeting for Marketing Performance: How to Save Time, Spend Wisely & Do More...
Budgeting for Marketing Performance: How to Save Time, Spend Wisely & Do More...Budgeting for Marketing Performance: How to Save Time, Spend Wisely & Do More...
Budgeting for Marketing Performance: How to Save Time, Spend Wisely & Do More...
 
Content That Converts Drive ROI and Revenue Through 2018 and Beyond
Content That Converts Drive ROI and Revenue Through 2018 and BeyondContent That Converts Drive ROI and Revenue Through 2018 and Beyond
Content That Converts Drive ROI and Revenue Through 2018 and Beyond
 
Buildings Don't Write Checks: A Predictable Pipeline Approach
Buildings Don't Write Checks: A Predictable Pipeline ApproachBuildings Don't Write Checks: A Predictable Pipeline Approach
Buildings Don't Write Checks: A Predictable Pipeline Approach
 
Buildings Don't Write Checks: Sales Pipeline & Demand Secrets for Professiona...
Buildings Don't Write Checks: Sales Pipeline & Demand Secrets for Professiona...Buildings Don't Write Checks: Sales Pipeline & Demand Secrets for Professiona...
Buildings Don't Write Checks: Sales Pipeline & Demand Secrets for Professiona...
 
2018 Multichannel Marketing Effectiveness Report Findings
2018 Multichannel Marketing Effectiveness Report Findings2018 Multichannel Marketing Effectiveness Report Findings
2018 Multichannel Marketing Effectiveness Report Findings
 
Buyer Behavior in 2017 & Beyond: Research, Trends & Best Practices to Improve...
Buyer Behavior in 2017 & Beyond: Research, Trends & Best Practices to Improve...Buyer Behavior in 2017 & Beyond: Research, Trends & Best Practices to Improve...
Buyer Behavior in 2017 & Beyond: Research, Trends & Best Practices to Improve...
 
The Advocate Effect: How internal & external advocates can accelerate deal ve...
The Advocate Effect: How internal & external advocates can accelerate deal ve...The Advocate Effect: How internal & external advocates can accelerate deal ve...
The Advocate Effect: How internal & external advocates can accelerate deal ve...
 

Kürzlich hochgeladen

Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 

Kürzlich hochgeladen (20)

Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 

Secrets to successful content marketing

  • 1. Secrets To Successful Content Marketing Content is the new currency in marketing. It has the power to drive traffic, to build instant Content Strategy 2 rapport, to simultaneously nurture an infinite number of qualified but not-yet-ready-to- Five Common Content buy prospects. Marketing Mistakes (And How To Fix Them) 2 Good content flows quickly and easily from organizations that are already, organically How To Blog More 2 customer-centric. If you know your customer—who they are, what they care about, what they want—you have a limitless source of inspiration for new content to capture, cultivate Six Tips To Increase Comments On Your Blog 3 and convert prospers into loyal, passionate customers. The Three Types Of Content This series of short articles was designed to help you conceive, create and leverage content You Need To Be Successful for your business, brand or organization. We’ve organized this content into three parts: With Social Media 3 • Content Strategy Social Media Editorial • Content Creation Calendar Template 4 • Content Leverage Different Buyers, Different Needs, Different Stories 5 The potential for content is enormous. Done correctly, an effectively executed content strategy can mobilize and capitalize on your market potential at a fraction of the cost of Content Creation 6 traditional advertising, and with residual benefits. I hope this set of best practices helps How To Identify And Create get you on the right track to success. More Dynamic Content 6 Three Questions All Content Must Answer 6 10 Proven Sources Of Blog Post Inspiration 6 The Three Elements Of Every Good Story 6 10 Tips For Writing A Great Press Release 7 Content Leverage 9 Using Content To Improve SEO, Attract Customers and Capture Leads 9 How To Revive Dormant Newsletter Subscribers 9 The Difference Between Publicity And PR 10
  • 2. Content Strategy Five Common Content Marketing Mistakes How To Blog More (And How To Fix Them) Many people often ask me good questions about how to Don’t overthink your content marketing strategy. It’s actually get more blogging done. Some of this has to do more important to have a bias for action and get rolling. with simply setting aside and being disciplined about the That said, when getting started with content marketing time required to create good content. But there are other for your organization or brand, there are a few things to tactics you can use to jump-start that time to be more pro- make sure you’ve thought through up front. Here are five ductive and efficient at driving more “shipped” content. mistakes I see organizations making most often. Here are a few suggestions. 1. Not having a plan up front Write more ideas down. When you have an idea for good Before you start any marketing activity (no matter how content, write it down immediately. Keep paper and pen strategic or tactical), you have to know why you’re do- close by, or use a service like Dial2Do to quickly record ing it. What does success look like? How does this activity an idea that can be translated to text and email for review translate to immediate or eventual sales and revenue? later. If you’re like me, a good idea that sits in your head unrecorded for too long (and when I mean too long, I 2. Writing for the company instead of for the customer mean more than 15–20 seconds) gets lost to the next Too many content programs focus on new features, chest- thought. The more you document, the more blog posts beating on company milestones, and otherwise weaving you’ll have to choose from. strong product tie-ins into every new piece of content cre- ated. That content has its place, but your readers (customers Keep a single, ongoing list of those ideas. I use Outlook and prospects) will gravitate towards content that inde- Tasks, and have a category called “Pending Blog Posts.” pendently provides value. What are your customer’s issues? When I have time to write something new, I go to this What do they need help with, right now? That’s the content list and find something to get started. Ideas are constantly that will spread like wildfire for you. coming and going from this list. Whether you use Outlook or Evernote or Moleskine, keep them somewhere together. 3. Not encouraging and participating in two-way com- munication Ideas, then outlines, then drafts. Don’t sit down and intend to write a blog post in one swoop. Start with the Creating content isn’t enough. To really accelerate your core idea, then jot down primary points and themes related audience and impact, you must devote time to respond- to that idea. Sometimes this starts with nothing more than ing, commenting, engaging questions and so on. If you’re the title. Then it will eventually become a short bullet list just a one-way communication channel, even with good of points you want to make. Eventually, you sit down and content, your prospects will go elsewhere for the interac- write the context and deeper context behind each of those tion they crave. points. By doing it this way, you produce the final post 4. Not promoting, aggregating and curating great more quickly. Breaking new blog posts down into indi- content from others vidual steps makes the whole process more accessible (and It’s not all about you. And frankly, you can drive significant more likely to happen). audience volume (and accelerated awareness and positive Write ahead of time. Don’t write today with the inten- brand impressions for your business) by simply aggregat- tion of posting today. That’s only going to make you ing and promoting great content from others. By doing anxious. Work on something today with the intention this, you’ll create awareness and interest from other content of posting later. Tomorrow, next week, whatever makes originators as well as demonstrate to your growing audi- sense. By writing content in advance and setting it up to ence that you’re filtering great content from numerous post later, you can also block time to write several posts at sources for them. once. Take your ideas and outlines of primary points, and 5. Only producing written content lock yourself in a room for a couple hours to bang out new Written content may be the core of your content strategy, content while you’re focused and on a roll. but don’t forget video. Or podcasts. Or short, embedded Use guest bloggers. You don’t have to write everything slide presentations. Or whatever other formats your audi- yourself! Others you work with—peers, colleagues, part- ence naturally gravitates towards. ners, customers, etc.—can create content that’s just as good, just as relevant, and just as magnetic to drive more 2
  • 3. traffic and interested readers. It takes the full burden off of but asking questions will help convert more lurkers into you, and will drive new people to your content from the responders. original writer’s set of channels and networks. 5. Send new posts to specific people and What are your tricks for producing more blog content? ask for their reaction What tips do you have to help spark activity? Oftentimes when I write something new, I’ll send a link to the post to people I know specifically will enjoy it and/ Six Tips To Increase Comments On Your Blog or have an opinion or rebuttal. Sometimes I’ll do this to people I know have a different opinion, and encourage Ever feel like you’re writing and writing, and nobody’s them to share their perspective in the comments. Great listening? way to spark the discussion. If you’re not getting a lot of comments, it may feel like 6. Be your most active commenter you’re talking to an empty room. But oftentimes, you do have the traffic and readership, but aren’t doing a few You don’t need to respond to every post with “I agree” simple things to encourage faster, easier and more frequent or “thank you”, but if someone shares an opinion and commenting by your readers. you have a response, share it. Let your commenters know you’re listening and appreciate their time and perspective. And with more comments, you’ll show new readers that there’s an active community on your blog, increasing over- What other advice or best practices would you share with all traffic, new readers and repeat visits as a result. other bloggers? What’s working for you? Here are a few basic tips to get more of your readers to participate. The Three Types Of Content You Need To Be Successful With Social Media 1. Allow comments and make them prominent right after the post Social media is nothing without content. The content— I still meet bloggers who don’t have comments enabled, what you say, how you say it, where you say it—is at the or don’t realize that their comments are disabled. This is heart of a great community engagement strategy. basic, but do me a favor and check. And there really are just three types of content you need to 2. Use a cross-platform service like Disqus focus on to be successful: Lowering the barrier to entry is key. Some blogs require Planned/Proactive Content: You need an editorial login to comment. That’s a high bar and will discourage calendar, something that plans out for the next several participation. At minimum, let people make comments weeks (even months) what you want to say. You won’t with a simple name and linking URL. Better yet, let them stick to this calendar exactly—you may skip a week, flip use a common blog commenting and profiling tool such stuff around, add ideas, etc. But if you don’t plan what as Disqus. Thousands of blogs use this service in particular you want to say, there’s no way you can string together now, and help those commenting to link their thoughts a narrative that tells the story you want to tell. Without across blogs. Fast, easy, branded. These services will also planning and executing content based on a predetermined often alert commenters when someone else has responded, strategy, there’s no way you’ll be able to consistently stand which further encourages them to come back and continue for something that engages the right audiences, the right the conversation. prospects, the right customers with your business or brand. 3. Moderate comments (if you must) after the fact Start with your customers. What do they want to hear, Occasionally you might find commenters go over the line. what are they interested in, what are they seeking. You’ll If they’re being libelous or profane, by all means take the write about that. Then think about how that content man- comments down and block them. But when blogs require ifests itself into a handful of themes, or common threads moderation before something is posted, you lose the in- of content. As you build your editorial calendar, plan for stant gratification effect of letting the commenter see their different angles or approaches to helping your customers words immediately on the page. Many readers will retweet solve or address issues related to those themes. With this or share your story only after their own name and com- approach, you’ll quickly become an expert and go-to ments are added (so others see that as well). If you require resource for value-added information that draws prospec- moderation, you lose a lot of that traffic and pass-along. tive and current customers closer to you. Impromptu/Reactive Content: There’s no amount of 4. Ask questions to invite conversations planning in the world that can prepare you for the story How often do your blog posts end with a question? How that will show up tomorrow. The issue in your industry often do you proactively invite opinions or disagreement that will dominate your headlines. The customer problems from your readers? You don’t need to do this every time, 3
  • 4. that didn’t exist yesterday. These are immediate opportu- No matter how much proactive content you create, the ma- nities, often where little to no other content exists, that jority of your online community-building will be participa- become an instant and highly-valuable opportunity for you tory, even reactive. But the more you participate, the more to address, write about and own a topic that is at its peak people see you out there creating value, the more they see of interest among your customer and prospect community. you’re helping them succeed independent of what you’re You need to have your ear to the ground daily to know selling, the more they’ll gravitate toward you to learn more. when and where these opportunities come up. You need to be ready to quickly create and publish content (writ- Social Media Editorial Calendar Template ten, video, audio, etc.) that quickly becomes part of what A great way to be more proactive and frequent in publishing everyone’s reading, how they’re addressing the latest news, new content is to start with an editorial calendar (see below). and what they’re sharing with others on how to deal with it. It doesn’t have to be complicated or take a lot of time. Participatory Content: You’re not the only one creating Just start with a handful of themes that are relevant to content intended for your target audience. Plenty of others your audience, and list them down the left-hand side of a are doing it too. In these cases, they’ve created an anchor spreadsheet. Then, over the course of the next few weeks of content that will drive a mini-conversation. In these (listed across the top of the spreadsheet), identify 1–2 cases, it’s your job to lend your voice to the fray. Become specific topics you’ll address and write about that week. an active part of the conversation. Not as a seller, not as a vendor. As a peer. Even if you don’t follow the calendar exactly every week, I guarantee this will help you feel more confident and pre- pared to get something published. Download the template at: www.heinzmarketing.com/resources/free-resources/ 4
  • 5. Different Buyers, Different Needs, Different Stories Do this once (either for your product overall or by unique If you’re selling into an organization with multiple deci- vertical into which you’re selling) and the messaging will sion-makers and/or influencers, you’ll need to customize likely work again and again, especially if you operationalize the story you’re telling for each recipient. it into sales scripts, marketing content, etc. What you’re selling stays the same, what it does stays the Start with prospective customers in a given vertical (or any same as well. But each individual involved in the buying grouping that makes sense for you), and then move to process likely cares about slightly different things. The individual roles within the organization. CFO, for example, is going to bring a different worldview First you map out what they care about—their priorities, to the relationship than the CIO, or CMO, or VP of Sales. needs, and pain independent of your sale. You can then To sell effectively in this increasingly-complex environ- convert that fundamental, individual understanding into ment, you need to customize your story not just for the messages that more directly and successfully combine their organization and its vertical industry, but for each indi- needs with your potential. vidual as well. Give it a shot (if you know your customer, I bet it’s faster to complete than you think) and let me know what you think. Download the template at: www.heinzmarketing.com/resources/free-resources/ 5
  • 6. Content Creation How To Identify And Create More Dynamic Content few of the benefits regular bloggers enjoy. Great content is built with three things in mind—what A primary hurdle I hear from many would-be bloggers is they want you to know, what they want you to think, and content inspiration. what they want you to do. So where do you find new blog post ideas? The answer Dynamic content does all three of these things, with a is all around you. Experienced bloggers will tell you that focus on the third component—driving action. they’re bombarded with possible blog topics. Their chal- Dynamic content should stir your emotions, and make you lenge isn’t finding topics, but choosing the best on which want to do something. This isn’t just direct-response we’re to focus. talking about. Dynamic content can make you forward Here are the ten sources of blog post inspiration I use an article to 10 friends, change the way you think and/or most often. Some I do actively seek out, but all of them act, and impact long-term behavior—both yours and those take very little time and produce an ongoing source of around you. inspiration and content. Dynamic content, in short, makes you want to do some- Customer questions. Every day you’re answering ques- thing about it. tions from customers and prospects—via email, phone, Look through the content you’ve created recently, and the in-person, and in your social networks. Inherent in many content on your plate in the near future. What is its pur- of your answers is the subject-matter expertise that people pose? What do you want from the audience? How can you want from you. Every time you answer a question, it’s a adjust the topic, the tone, the approach or the message so potential blog post. Think about it. your readers do more than just read and think. Stuff you read. Doesn’t matter what you’re reading. Get them to act. Books, other blogs, magazines, even advertisements. What’s your reaction? Do you agree or disagree? What’s your take? Blog post. Three Questions All Content Must Answer People you disagree with. Someone says something in a I think we all generally understand and accept that content meeting you think is wrong. Why do you disagree? Blog needs to do something. It needs to speak to and influence post. You read about a business or business leader who an intended audience or else it’s really a waste of every- prioritizes something you think is taking them down the one’s time. This applies to a wide range of content in a wrong path. Blog post. variety of formats—Web pages, whitepapers, blog posts, videos on YouTube, etc. Your customer-facing teams. If you’re not on the daily front lines with your customers, someone at your organi- But it strikes me that, although content can be audience- zation is. Your sales team, customer service team, support centric, it’s not always complete. Well-designed content is team. What are they hearing from customers? What issues are built by answering three questions: affecting their lives or businesses? What’s keeping them up at 1. What do I want people to see, hear and/or learn? night and getting them up in the morning? Blog posts. 2. What do I want people to think? Trade press. You don’t have to read everything. Just flip 3. What do I want people to do? through the magazines, scan the online headlines. You’ll Notice the progression of audience understanding and find news stories, features, opinion pieces, trends, quotes action here: Awareness, interpretation, response. from other thought leaders. Just keep asking yourself: What do I think of this? What would my customers think? That doesn’t always mean a direct response call to action. How could I help my customers understand or navigate But if your audience reads or experiences your content and this issue? moves on without any change in perception or behavior, I’d argue something was missing and your content didn’t work. Conferences, panels and Webinars. I come back from conferences with pages of potential blog posts. Not just from the speakers and panels, but from the trade show 10 Proven Sources Of Blog Post Inspiration floor, the sales and marketing techniques other exhibitors Few people argue with the value of creating regular con- use to try and woo me, and the new people I meet. tent—more prospects, more Web traffic, more thought Twitter hashtags. Take a keyword relevant to you, your leadership and a better-educated set of prospects are just a business or your customers. Put a hashtag in front of it, 6
  • 7. and do a search on search.twitter.com. See what other 1. Develop a boilerplate people are talking about, right now. Press releases often contain a brief paragraph that describes LinkedIn Answers. Find the topics and sub-topics most your company, known as a boilerplate. This information relevant to your business and customers, and sign up for helps journalists familiarize themselves with your business, daily email summaries. It’s like getting a whole list of pos- and adds to the professional presentation of your media re- sible blog posts in your inbox every day. lease. Boilerplates are usually placed at the end of the body of the content, before the contact information. The news. Scan MSNBC.com. Have the local news on in the background as you make dinner. I can’t remember the 2. Stick to newsworthy content last time I read (or even scanned) the Wall Street Journal Also known as a media release or news release, make sure without coming up with at least 3–4 topics to blog about. that the content in your press release is really newsworthy. Things you see that are dumb. Other people’s market- You need to convince the reader that your information ing. Management mistakes. Examples of inefficiency or is news and not marketing copy. Remember that report- thoughtlessness or lazy execution. Some people don’t ers are not interested in promoting your latest product or know better. Help them get better. service; they want content that is news. You may need to be proactive and intentional about us- 3. Answer the five “Ws” and how ing some of these sources at first. But once you build Write your press release like a news story. Your headline the habit, it’ll become natural. The day you see or read and first paragraph should include the most important facts something and automatically think to yourself, “wow, that and figures, followed by supporting information. Be sure would make a good blog post,” you’re in. to answer who, what, when, where, and why, as well as how, in your press release. It can be helpful to brainstorm The Three Elements Of Every Good Story the answers to these questions when developing a rough draft or outline for a media release. What story are you telling your customers? 4. Avoid technical jargon Ardath Albee has shared the three components of any Remember that your target audiences are journalists, blog- good story (including the story you’re telling your custom- gers, and other media members who may not be experi- ers and prospects). That story needs: enced in your industry. Use plain language when describ- • A Hero (that’s your customer) ing technical terms and processes that can be understood • A Villain (that’s the problem or pain they’re addressing) by the public, because reporters are unlikely to spend time • A Mentor (that’s you) researching complicated concepts and ideas to interpret the meanings for their readers. These elements have been core components of effective storytelling for centuries. So tell me: 5. Use quotes from real people • Are you making clear that your customer or prospect Newspapers and media outlets love to use quotes, so make is the hero? sure to use quotations from a spokesperson who is available and willing to conduct follow-up interviews. Never invent a • Have you clearly articulated who or what is the villain? fictitious person to attribute quotes to in a press release. Does your customer or prospect see that villain as well? 6. Write 400 words or less • Does your customer or prospect trust you as their mentor to vanquish the villain? The purpose of a press release is to generate interest from the media, and inspire journalists and bloggers to contact your company for more information. Keeping your con- 10 Tips For Writing A Great Press Release tent short and to the point makes it more likely to be read As a pseudo-news story, a press release is an important and shared through blogs and social media. Reporters are marketing tool for businesses seeking to gain publicity busy people, and they do not have the time to read lengthy through the media (in addition to driving awareness and articles in search of their next story. traffic from across the Web). Writing a great press release 7. Use perfect spelling and grammar is challenging, but can pay off with both increased media interest and online sharing of the content through social Nothing undermines the credibility of a press release media sites and blogs. quicker than misspelled words, incorrect grammar and just plain poor writing. Use a good word processing program, Here are ten tips for writing press releases that grab the and have another person proofread your release before attention of journalists and reporters. publishing. 7
  • 8. 8. Create a headline and above the contact information. Using these symbols Once you have completed your press release, create a short will increase the professional appearance of your release, and interesting headline that both grabs attention and making it more likely that professional journalists will find tells the reader what your press release is about. Writing your information credible. Alternatively, some writers use the headline after the content is complete is a good idea, the symbol “-30-” or “-end-” to tell the reader the release because writers can develop a headline that fits the story is ended. instead of trying to fit the story to a headline. 10. Include contact information If possible, keep the headline short enough to be shared The final bit of information following the “###” symbols on Twitter along with a link to the story. Press release should be a one or two-line statement inviting journalists headlines are normally written in full capital letters, rather to contact your company for more information. This is the than simply capitalizing the first letter of each word. place to include the name, title, phone number, and email 9. End the article with ### address of the media liaison for your business. The end of a press release is usually signified with three hash marks, or number signs, placed below the boilerplate 8
  • 9. Content Leverage Using Content To Improve SEO, relevant topics and keywords are already being used by Attract Customers and Capture Leads searchers on Google. You need to map content to search I’ve been asked many times how best to use an existing set volume, and ensure there’s a certain keyword density of of content to drive more natural search traffic and, ulti- those terms in the article itself. mately, lead capture. Here’s an edited version of the advice I give. How To Revive Dormant Newsletter Subscribers For maximum SEO value, the content needs to be hosted With any email, newsletter or nurture campaign, there’s on your domain. It needs to be organized in a clear, dis- going to be a sizeable portion of your list that just doesn’t coverable way (there are some basic SEO best practices for respond. They don’t click, they rarely if ever open. So how how to do this based on site architecture, mega tag work, do you get them to become more active again? The answer keywords in the URL, etc.). is more complicated than just a set of reactivation tactics. Many companies worry about how discoverable this First off, make sure they’re dormant and not dead. And content is from the home page. Navigation discoverability make sure you regularly clear out the dead. from the home page actually isn’t as relevant for SEO as making sure Google can see the pages clearly. If Google Very few newsletter or nurture marketing managers actively can see them, they’ll send traffic directly to those subpages clean their databases of regular hard-bounce addresses. If no matter how buried they are on the site. If you have an email hasn’t been delivered to a particular address for Google Analytics or CoreMetrics or some other good several sends in a row (meaning you get a hard-bounce tracking tool on your site, you can probably get a good back from the recipient’s server), it’s best to take that indication of which content is already driving natural email out of future sends. Too many hard bounces will tell search traffic today. Internet service providers that you’re a possible spammer, and can get the rest of your emails blocked. Once you have the traffic, you need to think about what you’d want that person to do next. If the content repre- Also, don’t assume that dormant means no value is sents a prospective customer farther back in the decision being delivered. Just because I didn’t click doesn’t mean process (i.e. just educating themselves, learning about the I don’t want the next issue. Just because I didn’t engage factors at play in what later will become an active decision, this time doesn’t mean I didn’t appreciate a heads-up on etc.), then the call to action might be to subscribe to an whatever the content was. What if I was just too busy to- email newsletter. Something “light” that gets the prospect day? What if I really want that sweater but don’t have any registered and doesn’t require high commitment, but gives money until next payday? you direct access to communicate with them moving for- Depending on the nature and objective of your email cam- ward, profile them down the road for more active offers, etc. paign, the quantity and quality of impressions you generate However, if the content they’re seeking is clearly closer to by putting another permission-based email in someone’s the decision point, you can more directly upsell with calls inbox may be enough. At least for now. I assume that you, to action directly into your lead gen engine with better too, get plenty of email newsletters and don’t read them results. To drive even greater discoverability of your con- all. Don’t click on them all. Probably don’t even open tent, use a network of social media and content discovery them all. But you definitely want to keep getting them, tools (StumbleUpon, Digg, etc.) to help make the content and there’s a branded, contiguous relationship that still ex- easier to find. ists there. A healthy portion of your “dormant” subscribers are getting the same value from you today. I’d also consider building a content network directly with partners, bloggers and anyone else who speaks to your tar- Of course, for those recipients who truly aren’t paying as get audience. Give them co-branded pages on the site fea- much attention, there are a few tactical things you can try turing the same content, so that they share those links with as well. their own networks. The more inbound links you have to First, consider changing the domain, IP address or even the site, the better your SEO value and the more natural email service provider from which you’re sending. These traffic Google will give you in addition to those links. changes can make the email appear different to the hosting As far as overall content triage and creation, you want to server, and can either help with deliverability or get that map that both to your understanding of the buyer timeline email out of the spam filter where it’s been languishing for (way back, before they’re actively looking), as well as what several issues now. 9
  • 10. Also play with how the email appears to the recipient when Publicity is about getting coverage for yourself. It’s about first received in their inbox. Is the “from” name and address pushing your story, your agenda to the masses. It’s not inviting? Are you using the same subject line over and over necessarily a bad thing. Publicity for a political candidate vs. highlighting some content that drives more opens? is critical. For a new movie or TV show, important. But Consider these and other more active/aggressive tactics publicity is mostly about me, not you. for a segment of your list that you think might be dor- Effective PR is about telling stories—unique, compelling mant. If active subscribers already have you on their safe stories that attract people to you. PR isn’t about you, it’s sender list, there’s no reason to switch up the domain or about the broader connections, trends, innovation and IP address on them. But by testing these and other tactics value being created in the ecosystem in which you work on a subgroup of potentially dormant subscribers, you may and operate. find a mix of strategies and tactics that increase engage- Successful PR can be as much if not more about your cus- ment and performance of the entire list in short order. tomers and partners as it is about you. Your role as the implied enabler of success, your role as the originator and The Difference Between Publicity And PR owner of the story, gives you the credibility and leadership you Seth Godin has spoken about this before, and it bears need to further your own agenda in a more authentic way. repeating. Again, both are fine and in many cases both can be lever- Publicity is very different from PR. They’re related, but aged in parallel. Just make sure you understand which is different in their execution, objectives and value to your which as you plan and execute. brand and organization. More Information About Us About Matt Heinz 8201 164th Ave. NE, Suite 200 Matt Heinz is the Founder and President of Heinz Marketing Inc. Matt brings more Redmond WA 98052 Ph. 877.291.0006 than 12 years of marketing, business development and sales experience from a variety of www.heinzmarketing.com organizations, vertical industries and company sizes. His career has focused on deliver- ing measurable results for his employers and clients in the way of greater sales, revenue growth, product success and customer loyalty. About Heinz Marketing Heinz Marketing is a Seattle marketing agency focused on sales acceleration. Heinz Marketing helps clients achieve sustained sales success by growing revenue from existing customers and cost effectively identifying and winning new customers. Contact Heinz Marketing Heinz Marketing Inc. 8201 164th Ave NE, Suite 200 Redmond, WA 98052 877.291.0006 www.heinzmarketing.com acceleration@heinzmarketing.com Learn More About Heinz Marketing Interested in learning more creative ways to make the most of your marketing?: Request your FREE 10-minute brainstorm at www.10minutebrainstorm.com Join our newsletter: www.heinzmarketinginsights.com Check out our blog: www.mattonmarketingblog.com Follow Matt on Twitter: www.twitter.com/heinzmarketing 10