content marketing hacks: 50+ best practices to double your engagement & conversion rates

Content Marketing Hacks50+ best practices that will double your engagement

& conversion ratesMatt Heinz

President, Heinz Marketing Inc@HeinzMarketing

@HeinzMarketing • #CMWorld

Housekeeping① Copy of this deck② Other freebies!

① Secrets to Successful Content Marketing② Modern Marketing Field Guide③ Successful Social Selling

③ Bring me a business card and I’ll send them all

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I’m not just the president…

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One framework to rule them all!

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Industry Company Persona

Buyer’s Journey Insights

Attention/Engagement Believe/Commit Believe/Commit To Me

Engage Educate Mobilize Convert

Editorial Calendar Planning

Internal External SME Crowd-Sourced

Created Curated

Written Video Audio Presentation Live/Recorded

Blog Social Third Party Site Offline Influencers

Email Lists Social Influencers

Social Shares Influencers Employees/Customers

Engagements Clicks Leads Opportunity Conversion

Target

Focus Areas

Context

Objective

Topics

Input Source

Content Type

Content Format

Publish

Distribute

Amplify

Measure & Convert

Key Areas of Focus① Planning② Creation③ Publication④ Distribution & Amplification⑤ Conversion⑥ Measurement

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1. Planning

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Personas

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This doesn’t write checks!

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Map personas to the buyer’s journey

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Category Persona Stage 0 - Attention Stage 1 - Loosen the status quo Stage 2 - Commit to change

Pharma

Providers

Payers

Only two sales stages matter….

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Capture tools

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Brainstorm strategies

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Content Wall

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Virtual Content Wall

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Virtual Content Wall

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Asana

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Other planning best practices1. Campaigns vs programs vs “sends”2. Know the objective (content is the drill, what is the hole??)3. What is the customer point of view?4. What stage of the buyer’s journey are you addressing?5. What is the customer context (i.e. how and when will the

content be received?)6. What is the right format?7. How will content integrate with other channels or outreach

efforts?

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2. Creation

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Meme Break!

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Meme Break!

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Meme Break!

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Meme Break!

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Content creation best practices1. Topics & outlines

1. Offline brainstorming (how & when)2. Have a documented production checklist3. Have a documented quality assurance process4. Require at least three headline options in your creative brief5. Require a creative brief (!)6. Coordinate with other groups – sales, customer service, field?7. Discipline

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Format cheats1. Quality content2. Great stories3. Less time!

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The Q&A

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The Link Blog

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Serial Content

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Guest Posts

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Crowd Sourcing

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3. Publication

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Publishing best practices1. Sidebar best practices

1. Related offers2. Related content

2. Social sharing1. Floating Social2. Dlvr.it

3. Comments1. Disqus2. Ask for comments

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4. Distribution

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Distribution best practices1. Dlvr.it2. GaggleAMP3. Triberr4. Influencers5. Hashtags6. Link from old, popular posts

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Influencer engagement best practices1. Build good lists (Little Bird)2. Give to get3. Have a pipeline mentality4. Build relationships5. Be patient6. Reciprocate & participate7. Measure

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5. Long Tail…

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Long tail best practices1. Repurposing2. Re-edit old posts with new keywords3. Tools

1. TweetOldPost2. LinkedIn Publishing3. Search

4. Seasonal surfacing

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6. Conversion

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Conversion best practices1. Embedded links2. Relevancy to the buying stage3. In-asset offers (Docalytics)4. Newsletter pop-ups

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Conversion best practices1. Which metrics really matter?2. Leading vs lagging indicators3. Integrated systems tracking post-click conversion4. Long-tail tracking impact (in isolation & across campaigns)5. Don’t take inactives too seriously

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Offer Redux…

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Matt HeinzPresidentHeinz Marketing Incmatt@heinzmarketing.com

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