Eight signs your marketing content is being wasted, ignored, exploited or worse

8 Signs Your Marketing Content is Being Wasted, Ignored, Exploited.... Or WorseMatt Heinz President, Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing #KillerContentNPS9/9/2015

8 Signs Your Marketing Content is Being Wasted, Ignored, Exploited Or Worse

Matt Heinz President, Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing

#KillerContentNPS9/9/2015

One hour in one

sentence

“Sell the hole, not the drill”

#KillerContentNPS9/9/2015

What do customers care about?

#KillerContentNPS9/9/2015

The buying progression

Solution

Problem/

#KillerContentNPS9/9/2015

Marketing plan in 5

questions

1 What/who are your targets?

2 What do they care about? What outcome are they seeking?

3 Where do you find them?

4 What or who influences them?

5 How do they want to engage and (eventually) buy?

#KillerContentNPS9/9/2015

Map personas to the

buyer’s journeyCategory Persona Stage 0 - Attention Stage 1 - Loosen the status quo Stage 2 - Commit to change Pharma

Providers

Payers

#KillerContentNPS9/9/2015

Three types of content

#KillerContentNPS9/9/2015

Editorial calendar example

#KillerContentNPS9/9/2015

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?

#KillerContentNPS9/9/2015

Content creation best

practices

1 Topics & outlines

2 Offline brainstorming (how & when)

3 Have a documented production checklist

4 Have a documented quality assurance process

5 Require at least three headline options in your creative brief

6 Require a creative brief (!)

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

8 Discipline

#KillerContentNPS9/9/2015

The Q&A

#KillerContentNPS9/9/2015

The Link

Blog

#KillerContentNPS9/9/2015

Serial

Content

#KillerContentNPS9/9/2015

Guest

Posts

#KillerContentNPS9/9/2015

Crowd

Sourcing

#KillerContentNPS9/9/2015

10 sources of content inspiration

5 common content

marketing mistakes

1 Not having a plan up front

2 Writing for the company instead of the customer

3 Not encouraging and participating in two-way

communication

4 Not promoting, aggregating and curating great

content from others

5 Only producing written content

#KillerContentNPS9/9/2015

Distribution best practices 1. Dlvr.it

Influencer engagement best practices 1. Build good lists (Little Bird)

Long tail best practices

#KillerContentNPS9/9/2015

Conversion best practices

1 Embedded links

2 Relevancy to the buying stage

3 In-asset offers (Docalytics)

4 Newsletter pop-ups

#KillerContentNPS9/9/2015

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

#KillerContentNPS9/9/2015

1 How does it help them make money?

2 Get sales leadership to buy-in first

3 Show examples of how it works

4 Teach, train, launch, reinforce, measure & celebrate

5 Create systems that make it easy

Getting sales to use

your content

#KillerContentNPS9/9/2015