Content marketing hacks 50+ best practices to double your engagement conversion rates

Content Marketing Hacks50+ best practices that will double your engagement & conversion rates Matt Heinz President, Heinz Marketing Inc @HeinzMarketing @HeinzMarketing • #CMWorld... One

Content Marketing Hacks

50+ best practices that will double your engagement

& conversion rates

Matt Heinz

President, Heinz Marketing Inc

@HeinzMarketing

@HeinzMarketing • #CMWorld

① Copy of this deck

② Other freebies!

① Secrets to Successful Content Marketing

② Modern Marketing Field Guide

③ Successful Social Selling

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

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I’m not just the president…

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One framework to rule them all!

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Buyer’s Journey Insights

Editorial Calendar Planning

Engagements Clicks Leads Opportunity Conversion

Key Areas of Focus

1 Planning

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This doesn’t

write checks!

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Map personas to the buyer’s journey

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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Other planning best practices

1 Campaigns vs programs vs “sends”

2 Know the objective (content is the drill, what is the hole??)

3 What is the customer point of view?

4 What stage of the buyer’s journey are you addressing?

5 What is the customer context (i.e how and when will the

content be received?)

6 What is the right format?

7 How will content integrate with other channels or outreach

efforts?

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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 practices

1 Topics & outlines

1 Offline brainstorming (how & when)

2 Have a documented production checklist

3 Have a documented quality assurance process

4 Require at least three headline options in your creative brief

5 Require a creative brief (!)

6 Coordinate with other groups – sales, customer service, field?

7 Discipline

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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 practices

1 Sidebar best practices

4 Distribution

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Distribution best practices

Influencer engagement best practices

1 Build good lists (Little Bird)

5 Long Tail…

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Long tail best practices

6 Conversion

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Conversion best practices

1 Embedded links

2 Relevancy to the buying stage

3 In-asset offers (Docalytics)

4 Newsletter pop-ups

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Conversion best practices

1 Which metrics really matter?

2 Leading vs lagging indicators

3 Integrated systems tracking post-click conversion

4 Long-tail tracking impact (in isolation & across campaigns)

5 Don’t take inactives too seriously

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Offer Redux…

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