The Content Champion Podcast

It’s time for show number 32 of the Content Champion podcast, and in this episode I’m delighted to be chatting about content marketing strategy planning with Matt Heinz of Heinz Marketing.

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Matt has over 15 years’ experience in marketing, sales and business development – and his company excels at driving measurable results for clients who want more customers, higher revenue and lower costs.

To complement the last show on storylining, I thought it would be great to talk with Matt about creating and documenting a coherent content marketing strategy plan, which can act as the foundation for all your campaigns.

Matt shared some brilliant insights during this illuminating 25 minute podcast, and we covered subjects such as:

* His career history and why he started Heinz Marketing

* The lowdown on his local area in Seattle

* Why your business needs a content marketing strategy plan

* Examples of companies that have thrived with a documented plan of action

* Where the whole content strategy process begins

* Why actually documenting your strategy is crucial

* How your strategy document informs content auditing and creation

* Why the strategic process needn’t be hard but does require cultural change

* Why we need our strategy plan to be flexible if we’re not meeting our metrics

* What we should be wary of when putting our plan together

* Trends Matt sees developing in the content marketing space over the next year

* Where we can find Matt’s website online

Plus! The PS Question! Matt shares a really terrific strategy that I use myself for this podcast!

Resources mentioned in this show:

* Heinz Marketing

* Visiting Seattle

* Hubspot

* Marketo

* Lattice

* Little Bird

* Zillow

* Rev

Where to get The Content Champion Podcast

You can listen to the latest edition of the podcast below, or join my feed here: https://www.contentchampion.com/feed/podcast/

You’ll also find us on iTunes, Zune, the Blackberry network and Stitcher.

Thanks for listening, if you enjoy the show – please leave us a 5 star review on iTunes

Does your business suffer from a failure to communicate? (Cool Hand Luke, 1967)

The bandwagon that is the Content Champion podcast rolls onwards to its 31st edition, and this time I’m happy to invite digital and communication strategist Steve Seager onto the show to talk about storylining – the best-kept secret of successful content marketing that most brands overlook.

Listen to Steve’s storylining podcast

Steve Seager

With over 20 years’ experience in digital communication strategy across the UK, Europe and the Middle East, Steve has worked with both global brands and SMEs and is now based in Amsterdam, where he’s a freelance digital and communication consultant and is a visiting lecturer at the Willem de Kooning Academie. He’s also lectured at Syracuse, Dept. of Innovation & Entrepreneurship in New York.

With a marketing professional of Steve’s calibre on the show, I thought it would be a great idea to dig down into what’s gone wrong for a lot of brands involved in storytelling.

We’ll also consider how Steve’s storylining and GAME strategies can help remedy the communication problems that cause many organisations to conclude that content marketing doesn’t work.

In this fascinating 25 minute call, we cover a lot of ground – including:

* Steve’s backstory and his previous life as a professional musician

* Why a lot of companies are getting their storytelling wrong

* Some alarming stats which show content marketing isn’t working for everyone

* The basis of storylining, and how it can solve many brand storytelling problems

* Why your business should be using the GAME technique to improve your marketing communications

* Two great examples of how storylining produced positive results for Steve’s clients

* Why business managers and leaders are often part of the problem with failing content marketing

* How a change of culture is required for your organisation to succeed with content marketing

* How small and medium sized businesses can benefit from storylining

* What trends Steve sees developing in content marketing over the coming year

* Where we can find Steve’s blog and website online

Plus! The PS Question! I throw a verbal curve ball at Steve and put the clock on him until he comes up with a great answer! Resources mentioned in this show:

* SteveSeager.com

* Steve’s Storylining Post

* Storywise

* BMA/Forrester/OMI Benchmark Study 2014

* BBC Horizon

* Screen Academy Scotland

* HBO Europe

* Hubspot

* David Meerman Scott

* BBC Sherlock

Where to get The Content Champion Podcast

You can listen to the latest edition of the podcast below, or join my feed directly here: https://www.contentchampion.com/feed/podcast/

Does your business suffer from a failure to communicate? (Cool Hand Luke, 1967)

The bandwagon that is the Content Champion podcast rolls onwards to its 31st edition, and this time I’m happy to invite digital and communication strategist Steve Seager onto the show to talk about storylining – the best-kept secret of successful content marketing that most brands overlook.

Listen to Steve’s storylining podcast

Steve Seager

With over 20 years’ experience in digital communication strategy across the UK, Europe and the Middle East, Steve has worked with both global brands and SMEs and is now based in Amsterdam, where he’s a freelance digital and communication consultant and is a visiting lecturer at the Willem de Kooning Academie. He’s also lectured at Syracuse, Dept. of Innovation & Entrepreneurship in New York.

With a marketing professional of Steve’s calibre on the show, I thought it would be a great idea to dig down into what’s gone wrong for a lot of brands involved in storytelling.

We’ll also consider how Steve’s storylining and GAME strategies can help remedy the communication problems that cause many organisations to conclude that content marketing doesn’t work.

In this fascinating 25 minute call, we cover a lot of ground – including:

* Steve’s backstory and his previous life as a professional musician

* Why a lot of companies are getting their storytelling wrong

* Some alarming stats which show content marketing isn’t working for everyone

* The basis of storylining, and how it can solve many brand storytelling problems

* Why your business should be using the GAME technique to improve your marketing communications

* Two great examples of how storylining produced positive results for Steve’s clients

* Why business managers and leaders are often part of the problem with failing content marketing

* How a change of culture is required for your organisation to succeed with content marketing

* How small and medium sized businesses can benefit from storylining

* What trends Steve sees developing in content marketing over the coming year

* Where we can find Steve’s blog and website online

Plus! The PS Question! I throw a verbal curve ball at Steve and put the clock on him until he comes up with a great answer! Resources mentioned in this show:

* SteveSeager.com

* Steve’s Storylining Post

* Storywise

* BMA/Forrester/OMI Benchmark Study 2014

* BBC Horizon

* Screen Academy Scotland

* HBO Europe

* Hubspot

* David Meerman Scott

* BBC Sherlock

Where to get The Content Champion Podcast

You can listen to the latest edition of the podcast below, or join my feed directly here: https://www.contentchampion.com/feed/podcast/

​I can't believe we're already up to episode 30 of the Content Champion podcast. I'm really enjoying putting these together so thanks for listening on a regular basis. On the show this time I'm revisiting the subject of building authority sites with Gael Breton of Authority Hacker.​​Listen To Gael's Show

You may remember last year I talked with Brian Dean of Backlinko about the same topic – and you loved that episode – so as it’s a subject popular with many people (including myself) I thought it would be great to look at how things have moved on and what strategies are working in this space right now.

Gael uses some of Brian’s strategies to build content for his authority sites, so there’s a lot of symmetry between their approaches – but also quite a few ingenious additions to the process that I know you’ll love.

​I can't believe we're already up to episode 30 of the Content Champion podcast. I'm really enjoying putting these together so thanks for listening on a regular basis. On the show this time I'm revisiting the subject of building authority sites with Gael Breton of Authority Hacker.​​Listen To Gael's Show

You may remember last year I talked with Brian Dean of Backlinko about the same topic – and you loved that episode – so as it’s a subject popular with many people (including myself) I thought it would be great to look at how things have moved on and what strategies are working in this space right now.

Gael uses some of Brian’s strategies to build content for his authority sites, so there’s a lot of symmetry between their approaches – but also quite a few ingenious additions to the process that I know you’ll love.

​Welcome to show number 29 of the Content Champion podcast, thanks as ever for listening. This time, I'm delighted to be chatting about brand storytelling with Michael Brenner, Head of Strategy at content marketing software firm NewsCred.Listen To Michael’s Show

Show Notes

Michael has over twenty years’ experience in sales, marketing and leadership roles, and it was his recent posts on the ‘content marketing imperative’ and ‘betting his future career on content marketing’ that really caught my attention.

Michael believes that if your business doesn’t start using inbound and content marketing techniques sooner rather than later – you’ll simply get left behind using archaic interruption marketing and outsourced advertising methods that have an inferior ROI.

We discuss these issues in this fascinating podcast, as well as some wider industry themes, and also consider how the NewsCred content marketing platform can help.

The Content Marketing Imperative

Subjects Covered Include:

* Michael’s own backstory, leading to his role today at NewsCred

* What the content marketing imperative is and why he bet his future career on it

* What’s wrong with traditional methods of marketing

* Why you need to become a brand storyteller and publisher

* What types of content best communicate these stories to our customers

* How to promote your content for the best results

* How to drive action and how Michael uses calls to action

* The myth that content marketing is only for big brands

* Why content marketing can work in all industry sectors

* How to measure the ROI of your content marketing efforts (Michael’s 3 step answer here is gold dust!)

* How long we should keep going with our content marketing before seeing results

* Michael’s advice on the ‘how often should we post’ conundrum

* How NewsCred can assist with our content marketing campaigns

* The future of content marketing: what will happen to businesses that don’t embrace it

* Details of Michael’s personal blog and Twitter account so we can ask him anything we like

Video: Michael Explains The Content Marketing Imperative

Items mentioned in this edition

* B2B Marketing Insider

* NewsCred

* SAP Business Software

* Peter Drucker

* Nielsen

* Outbrain

* Taboola

* Nativo

* Sharethrough

* Seth Godin

* Hubspot

* Content Marketing World

* Kraft

* General Electric

*

​Welcome to show number 29 of the Content Champion podcast, thanks as ever for listening. This time, I'm delighted to be chatting about brand storytelling with Michael Brenner, Head of Strategy at content marketing software firm NewsCred.Listen To Michael’s Show

Show Notes

Michael has over twenty years’ experience in sales, marketing and leadership roles, and it was his recent posts on the ‘content marketing imperative’ and ‘betting his future career on content marketing’ that really caught my attention.

Michael believes that if your business doesn’t start using inbound and content marketing techniques sooner rather than later – you’ll simply get left behind using archaic interruption marketing and outsourced advertising methods that have an inferior ROI.

We discuss these issues in this fascinating podcast, as well as some wider industry themes, and also consider how the NewsCred content marketing platform can help.

The Content Marketing Imperative

Subjects Covered Include:

* Michael’s own backstory, leading to his role today at NewsCred

* What the content marketing imperative is and why he bet his future career on it

* What’s wrong with traditional methods of marketing

* Why you need to become a brand storyteller and publisher

* What types of content best communicate these stories to our customers

* How to promote your content for the best results

* How to drive action and how Michael uses calls to action

* The myth that content marketing is only for big brands

* Why content marketing can work in all industry sectors

* How to measure the ROI of your content marketing efforts (Michael’s 3 step answer here is gold dust!)

* How long we should keep going with our content marketing before seeing results

* Michael’s advice on the ‘how often should we post’ conundrum

* How NewsCred can assist with our content marketing campaigns

* The future of content marketing: what will happen to businesses that don’t embrace it

* Details of Michael’s personal blog and Twitter account so we can ask him anything we like

Video: Michael Explains The Content Marketing Imperative

Items mentioned in this edition

* B2B Marketing Insider

* NewsCred

* SAP Business Software

* Peter Drucker

* Nielsen

* Outbrain

* Taboola

* Nativo

* Sharethrough

* Seth Godin

* Hubspot

* Content Marketing World

* Kraft

* General Electric

*

​In show number 28 of the Content Champion podcast, I'm thrilled to be talking small business in bound marekting with Steve Sheinkopf, CEO of Yale Appliance in Boston. Over the last four years, Steve has successfully used business blogging and inbound marketing techniques to grow his revenue by 45%.Catch Steve’s ShowI’ve got so much respect for what Steve has achieved, not least because his results with content marketing prove this can work in any niche. Steve himself points out that he’s selling appliances – which may not at first sight seem interesting enough to blog about – but in capturing his customers’ excitement preceding and at the point of purchase, he’s been able to tap into why people buy from him and build the Yale blog around that.Central to the resulting content strategy is the creation of buying guides for certain types of products, which are used as calls to action on relevant blog posts. Steve then segments customers into email lists with different interests, and nurtures them based on this to the point of sale (and beyond).So if you’re a small business or SME owner and you’re wondering if inbound marketing techniques can really work in your sector – you must listen to this podcast.Topics covered this time include:* The backstory of Steve’s business, and what sets Yale apart* Steve’s inbound success in terms of visitor numbers and sales* What helped to turn his stagnant blog into an inbound powerhouse* The difference between blogging and business blogging* Understanding your customers and how they buy from you* SEO and content creation strategies* How Steve promotes his posts (or doesn’t)* How Steve uses buying guides to attract leads* Why email nurturing is a key part of Yale’s strategy* Why any business should be able to use content marketing* The reasons why your business must develop an inbound culture* Why you’re wasting your money on advertisingPlus! The PS Question! Listen right to the end because Steve’s answer here is just great!Items mentioned in this edition* Yale Appliance* HubSpot* The Sales LionWhere to get The Content Champion PodcastYou can listen to the latest edition of the podcast below, or join my feed directly here: https://www.contentchampion.com/feed/podcast/ You’ll also find the podcast on iTunes and Google Play.Thanks for listening, I very much appreciate it. If you enjoy the show, please leave me review on iTunes 🙂(Here are some instructions on how to do that).

​Podcast Transcript

​Announcer: Welcome to the official podcast at ContentChampion.com. Join our heroic quest to discover truly epic content marketing. Introducing your host, the content champion himself, Loz James.Loz James: Hi, guys. Welcome to episode 28 of the Content Champion podcast. Thanks as ever for listening. An increasing number of listeners and readers of the blog are asking me if content marketing techniques really work in all industries and would it work in theirs, and the perfect answer to this other than me saying, "Of course this works for everybody," is to give you a great example, and that's why I've invited Steve Sheinkopf on the show.Steve is the fantastically successful CEO of Yale Appliance and Lighting in Boston and he's been using

​In show number 28 of the Content Champion podcast, I'm thrilled to be talking small business in bound marekting with Steve Sheinkopf, CEO of Yale Appliance in Boston. Over the last four years, Steve has successfully used business blogging and inbound marketing techniques to grow his revenue by 45%.Catch Steve’s ShowI’ve got so much respect for what Steve has achieved, not least because his results with content marketing prove this can work in any niche. Steve himself points out that he’s selling appliances – which may not at first sight seem interesting enough to blog about – but in capturing his customers’ excitement preceding and at the point of purchase, he’s been able to tap into why people buy from him and build the Yale blog around that.Central to the resulting content strategy is the creation of buying guides for certain types of products, which are used as calls to action on relevant blog posts. Steve then segments customers into email lists with different interests, and nurtures them based on this to the point of sale (and beyond).So if you’re a small business or SME owner and you’re wondering if inbound marketing techniques can really work in your sector – you must listen to this podcast.Topics covered this time include:* The backstory of Steve’s business, and what sets Yale apart* Steve’s inbound success in terms of visitor numbers and sales* What helped to turn his stagnant blog into an inbound powerhouse* The difference between blogging and business blogging* Understanding your customers and how they buy from you* SEO and content creation strategies* How Steve promotes his posts (or doesn’t)* How Steve uses buying guides to attract leads* Why email nurturing is a key part of Yale’s strategy* Why any business should be able to use content marketing* The reasons why your business must develop an inbound culture* Why you’re wasting your money on advertisingPlus! The PS Question! Listen right to the end because Steve’s answer here is just great!Items mentioned in this edition* Yale Appliance* HubSpot* The Sales LionWhere to get The Content Champion PodcastYou can listen to the latest edition of the podcast below, or join my feed directly here: https://www.contentchampion.com/feed/podcast/ You’ll also find the podcast on iTunes and Google Play.Thanks for listening, I very much appreciate it. If you enjoy the show, please leave me review on iTunes

​​Hello again, welcome to episode number 27 of the Content Champion podcast. I'm excited to announce that my guest this time is globally renowned marketing strategist, author and speaker, David Meerman Scott.​​In a prolific career, David has already published 10 books - including the industry classic, 'The New Rules of Marketing ​& PR'. Yet as an ex-journalist it's David's Newsjacking strategy that fascinates me most. His book of the same name and unique approach to this content marketing technique are therefore our subjects for discussion.​​Listen To David's Show

David was very generous with his time, and for half an hour we talked about David’s background in marketing, and looked at some real life examples of Newsjacking in action.

The subjects covered include:

* How David became a marketing strategist

* The concept of Newsjacking and how it can help your business

* Why this strategy is perfect for businesses of all sizes

* Why you have to be agile to make the most of this technique

* Real life examples of Newsjacking to learn from

* Why Newsjacking requires a culture change in your organisation

* Why you must be nimble and flexible to make this work

* The best platforms for publishing Newsjacking stories

* How to attract journalists to your newly published story

* How small companies can use this strategy to compete with staid corporations

* What pitfalls to avoid when attempting Newsjacking

* Why David released Newsjacking as a full colour ebook

Plus! The PS Question! David reveals another agile marketing strategy that is truly unique. You won’t have heard this anywhere else!

Buy Newsjacking on Amazon

Items Mentioned in This Edition

* Newsjacking

* David Meerman Scott

* The New Rules of Marketing & PR

* Cash For Purses

* Trent Silver

* Huffington Post

* The Inquisitor

* Eloqua (Oracle Marketing Cloud)

* Joe Payne

* PC Magazine

* MultiCare Health

* American Apparel

* Duracell

Newsjacking lifecycle

Where to get The Content Champion Podcast

You can listen to the latest edition of the podcast below, or join my feed directly here: https://www.contentchampion.com/feed/podcast/

You’ll also find the podcast on iTunes and SoundCloud.

Thanks for listening, I very much appreciate it. If you enjoy the show, please leave me a 5 star review on iTunes 🙂(