Conversion Content Marketing

The 5 Principles of Conversion Content Marketing
Content Marketing + Conversion Optimization
Scott Brinker
President & CTO, ion interactive
@chiefmartec
2/8/2011

Progress and Creativity in the Renaissance

“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

A Modern Marketing Renaissance here in San Diego this week.

#OMS11 @chiefmartec

Why 2011 is the Year of Content Marketing
Will 2011 be the Year of Conversion Rate Optimization?
- Find and Convert
- Search Engine Watch

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

Two HousesAlike in Dignity

Content Marketing
> Useful or entertaining
> Highly relevant to topic
> SEO and SMO friendly
> Free, easy to consume
> Builds brand, reputation
> Continuous production
> ___________________

Great content marketing is human.

Conversion Optimization
> Call-to-action oriented
> Move visitors forward
> Immediate results
> Not free, but tempting
> MVT & A/B testing
> Performance metrics
> _________________

Relevant
Engaging
Authoritative
Directional
Yield Optimal

How could content marketing andconversion optimization be better?

Content marketing can be shy when it comes to asking someone out.
Attractive visitor
Content marketing

Conversion optimization is like honing pick-up lines.

Sometimes people don’t want to be picked up.

Used Car Salesman
Free Love
Content Marketing

A Marketing Mash-up

Conversion Content Marketing
Used Car Salesman
Free Love
Content Marketing

5
Principles of Conversion Content Marketing

#1
Contentis king.
*
Conversion optimization pros take note.
*

> Depth
> Quality
> Human
> Specific
> Different

#2
Conversion is always optional.

> Subtle-ish
> Respectful
> Patient
> Present

What about the other 90%?

What’s the next step?

#3
Always be testing.

> Big ideas
> Refinement

THINK BIG
(the secret of A/B testing)

segment

segment
simplified

8.12% conversion
11.4% conversion
9.23% conversion

Harness your traffic with MVT.

Headline & Subhead
Video
Left CTA
Category Thumbs & CTA Links

~50% lift

What’s safe to test in traditional content marketing?

#4
Form shouldn’t be formulaic.

> Conversion paths
> Applications
> Microsites

84% lift
+ bounce rate reduced 48%
Athena Health example courtesy of http://www.bgcboston.com

“We’re killing the industry average.”
200% lift
over industry averages as reported in B2B Magazine December 2009

“We have much better insight.”
19.6% conversion rate

#5
Produce copiously.

> Portfolio strategy
> Segmentation
> Real-time

“data deduplication”

“data recovery”

“data retention”

“backup window”

“snap server NAS”

“data storage”

“business continuity”

>16% conversion rate

10%
New Content
Test & Iterate
90%

New Content
Test & Iterate
40%
60%

In summary…

#1
#2
#3
#4
#5

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.

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Conversion Content Marketing

by ion interactive on Feb 08, 2011

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Conversion Content Marketing Presentation Transcript