What is your definition of success?
Specifically for your content, what defines success? Is it a threshold of conversions, pageviews, time on page? How do you measure it?
For 15 years, Matt Heinz has worked to deliver measurable results for his employers as well as his clients related to revenue growth, product success, and customer loyalty.
His resume includes stints at Microsoft, Boeing, The Seattle Mariners, and many others.
In 2007, Heinz took his advanced experience to begin his own marketing firm, Heinz Marketing.
His business helps companies create a strategy to grow their revenue and customer growth.
Check out his insights below:
1. What are the elements of a successful Content Marketing program?
Objectives first (why we're doing this, how it leads to revenue), Audience second (who are we selling to, who do we need to influence and mobilize and why), Creation third (i.e. in what format, at what level of depth, with what call to action) - they you get into distribution, amplification, conversion and measurement.
Those are the key elements of a successful content marketing program.
2. What are the most common mistakes you have noticed marketers make with their Content Marketing?
Not setting objectives up front, not establishing a clear and consistent picture of the target audience across all functions (sales, marketing, customer success), and finally engaging in channels your company is comfortable with vs what is most useful for your target audience.
4. What is your favourite content marketing tool (or hack or resource)?
As a consumer of content I can't live without Feedly and Pocket, to find & consume more of the content I care about at a time that's convenient to me.
As a publisher I daily use Wordpress, Sprout Social and LinkedIn.
5. What are your predictions for Content Marketing in 2019 and beyond?
Formats will get shorter and more to the point.
We'll also continue to migrate from long/formal formats to shorter/casual/conversational formats.