In this week’s Content Questionnaire, we asked Matt Heinz, founder and president of Heinz Marketing to share his insights on the digital marketing world. Here are his answers:
Q: What’s your idea of a perfect piece of web content?
It makes me think, it teaches me something new, and it inspires me to try something different. That’s a high bar, and I’ll typically take two out of three for a good piece of content. But three for three is both rare and appreciated.
Q: What is your current content focus?
I’m a writer at heart, so it’s really a lot of blog content. We repurpose actively that content into white papers and the occasional e-book, but the written word is my core. I know we should do more with video and probably podcasts, but it’s easier for me to write so that’s what I do.
Q: What is your biggest marketing fear?
Losing credibility. As long as I’m relevant and driving value, I can keep people’s attention. When I lose that, I’m done. That’s my fear.
Q: What do you dislike most about your website’s appearance?
I don’t typically worry a lot about appearance, but we’re actively replacing the massive “hero” shot on our home page with more engaging content that drives depth of experience, readership and conversion. We’ll see if it works!
Q: What buzzwords are you guilty of using most?
If my team hears me say “sell the hole not the drill” one more time, I think they will kill me. They literally printed a poster of “Mattisms” and framed it for my office. I swear they play “Mattism Bingo” in the back of the room whenever I speak locally.
Q: What brands do you have a marketing crush on?
Zillow. They can do no wrong. Impressive. Also the Method line of soaps and detergents. Such a great brand story.
Which results make you happiest?
Closed. Deals. #dropthemic
Q: What marketing skill would you most like to have?
Design instincts. I literally have none. We have great people who make up for that, but it’s seriously a hole in my brain.
Q: What do you consider your greatest content marketing achievement (to date)?
Does three and a half years of consecutive, daily blog posts count? I’m actually very proud of that, and even more proud of the quality of content we consistently produce across our team.
Q: If you could do it all over again, what vertical would you work in and why?
Professional baseball. I’m not sure there’s a lot of money there, but it would be so much fun…
Q: What personal trait are you always trying to improve?
Empathy.
Q: Do you think your office environment reflects your brand?
I try really hard to make that so. Our company values are the first thing you see on the wall when you come in our front door, and I think we work hard to hire people that reflect those values. When our employees hold me in check for certain values, I know we’re creating the right culture, values and brand.
Q: What is your brand’s most valuable asset?
Results. It’s not about activity or even metrics. Are we helping you close sales? That’s what really matters.
Q: What is your favorite part of the workday?
I love 5:00 a.m. Fresh new day, fresh cup of coffee, so much opportunity.
Q: What is the quality you like best in other brands?
Authenticity. That leads to honesty, clarity, transparency, customer-centricity.
Q: What’s the quality you like least in other brands?
Investor value. Too often, catering to Wall Street means compromising on what’s best for your customers. That’s not a compromise I’m willing to ever take.
Q: How can other brands/marketers get on your good side?
Authenticity. See a pattern here? We can smell a pitch a mile away. I have no problem with marketers evangelizing what they need and want, but there’d better be something in it for me as well.
Q: Who are your favorite writers/brand leaders (online or off)?
Ann Handley. Joe Pulizzi. Ardath Albee. Michael Brenner. Seth Godin.
Q: What is your marketing pet peeve?
Writing for the company, not the individual.
Q: What’s one social media trend that you wish would die out?
QR Codes. Does that count?
Q: What’s your current inspiration?
My family. They are where I start and where I end. And everything in between I do for them.
Q: What is your marketing motto?
Life is short, work with people you enjoy.
Want more marketing inspiration? Check out our Content Questionnaire archive!
