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Conversion Content Marketing

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Check out Scott Brinker's slides from OMS 2011 on conversion content marketing. Flip through for lots of great content marketing, landing page and microsite examples! …

Check out Scott Brinker's slides from OMS 2011 on conversion content marketing. Flip through for lots of great content marketing, landing page and microsite examples!

Close more business from your white papers, blog posts, and other content with these conversion content marketing tips and ideas!

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  • Content testing has always been a strong element in Conversion Rate Optimization and Post Click Marketing. This presentation illustrate its importance and make the CRO science more accessible. Thanks Scott and the @IonInteractive team!
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  • Somewhere between free love and a used car salesman lies your conversion strategy. Great slide deck.
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Transcript

  • 1. The 5 Principles of Conversion Content Marketing
    Content Marketing + Conversion Optimization
    Scott Brinker
    President & CTO, ion interactive
    @chiefmartec
    2/8/2011
  • 2. Progress and Creativity in the Renaissance
  • 3. “Step into an intersection of fields, disciplines, or cultures… combine existing concepts into a large number of extradordinary new ideas.”
    — Frans Johansson
    The Medici Effect
  • 4.
  • 5. A Modern Marketing Renaissance here in San Diego this week.
  • 6.
  • 7. #OMS11 @chiefmartec
  • 8.
  • 9.
  • 10. Why 2011 is the Year of Content Marketing
    Will 2011 be the Year of Conversion Rate Optimization?
    - Find and Convert
    - Search Engine Watch
  • 11. Why 2011 is the Year of Content Marketing
    Will 2011 be the Year of Conversion Rate Optimization?
    - Find and Convert
    - Search Engine Watch
    Will the World End in 2012?
    - ABC News
  • 12. Two HousesAlike in Dignity
  • 13. Content Marketing
    > Useful or entertaining
    > Highly relevant to topic
    > SEO and SMO friendly
    > Free, easy to consume
    > Builds brand, reputation
    > Continuous production
    > ___________________
  • 14. Great content marketing is human.
  • 15. Conversion Optimization
    > Call-to-action oriented
    > Move visitors forward
    > Immediate results
    > Not free, but tempting
    > MVT & A/B testing
    > Performance metrics
    > _________________
  • 16. Relevant
    Engaging
    Authoritative
    Directional
    Yield Optimal
  • 17.
  • 18. How could content marketing andconversion optimization be better?
  • 19. Content marketing can be shy when it comes to asking someone out.
    Attractive visitor
    Content marketing
  • 20. Conversion optimization is like honing pick-up lines.
  • 21. Sometimes people don’t want to be picked up.
  • 22. Used Car Salesman
    Free Love
    Conversion Optimization
    Content Marketing
  • 23. A Marketing Mash-up
  • 24. Conversion Content Marketing
    Used Car Salesman
    Free Love
    Conversion Optimization
    Content Marketing
  • 25. 5
    Principles of Conversion Content Marketing
  • 26. #1
    Contentis king.
    *
    Conversion optimization pros take note.
    *
  • 27. > Depth
    > Quality
    > Human
    > Specific
    > Different
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35.
  • 36.
  • 37.
  • 38.
  • 39.
  • 40.
  • 41.
  • 42.
  • 43.
  • 44.
  • 45.
  • 46. #2
    Conversion is always optional.
  • 47. > Subtle-ish
    > Respectful
    > Patient
    > Present
  • 48. What about the other 90%?
  • 49.
  • 50.
  • 51.
  • 52.
  • 53. What’s the next step?
  • 54.
  • 55.
  • 56.
  • 57. #3
    Always be testing.
  • 58. > Big ideas
    > Refinement
  • 59.
  • 60.
  • 61. THINK BIG
    (the secret of A/B testing)
  • 62.
  • 63.
  • 64. segment
  • 65.
  • 66. segment
    simplified
  • 67. 8.12% conversion
    11.4% conversion
    9.23% conversion
  • 68. Harness your traffic with MVT.
  • 69. Headline & Subhead
    Video
    Left CTA
    Category Thumbs & CTA Links
  • 70.
  • 71.
  • 72.
  • 73. ~50% lift
  • 74. What’s safe to test in traditional content marketing?
  • 75.
  • 76.
  • 77.
  • 78. #4
    Form shouldn’t be formulaic.
  • 79. > Conversion paths
    > Applications
    > Microsites
  • 80.
  • 81.
  • 82.
  • 83.
  • 84. 84% lift
    + bounce rate reduced 48%
    Athena Health example courtesy of http://www.bgcboston.com
  • 85.
  • 86.
  • 87. “We’re killing the industry average.”
    200% lift
    over industry averages as reported in B2B Magazine December 2009
  • 88.
  • 89.
  • 90.
  • 91.
  • 92. “We have much better insight.”
    19.6% conversion rate
  • 93.
  • 94. #5
    Produce copiously.
  • 95. > Portfolio strategy
    > Segmentation
    > Real-time
  • 96.
  • 97.
  • 98.
  • 99.
  • 100.
  • 101.
  • 102. “data deduplication”
  • 103. “data recovery”
  • 104. “data retention”
  • 105. “backup window”
  • 106. “snap server NAS”
  • 107. “data storage”
  • 108. “business continuity”
  • 109. >16% conversion rate
  • 110.
  • 111.
  • 112.
  • 113.
  • 114.
  • 115.
  • 116.
  • 117.
  • 118.
  • 119. 10%
    New Content
    Test & Iterate
    90%
  • 120. New Content
    Test & Iterate
    40%
    60%
  • 121. In summary…
  • 122. #1
    #2
    #3
    #4
    #5
  • 123. 5 Principles of Conversion Content Marketing
    #1 Content is king.
    #2 Conversion is always optional.
    #3 Always be testing.
    #4 Form shouldn’t be formulaic.
    #5 Produce copiously.