Conversion Content Marketing by Scott Brinker

ConversionContentMarketingby Scott Brinkersbrinker@ioninteractive.comTwitter: @chiefmartechttp://www.ioninteractive.com

#contentmarketing @ioninteractive

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

We’re in the middle of a modern marketing Renaissance today.

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> ___________________

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

How could content marketing andconversion optimization be better?

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

Conversion optimization is like honing pick-up lines.

Sometimes people don’t want to be picked up.

Free Used CarLove Salesman Content Conversion Marketing Optimization

ConversionFree Content Used CarLove Marketing Salesman Content Conversion Marketing Optimization

Principles ofConversion ContentMarketing

#1 Content is king. ** Conversion optimization pros take note.

> Depth> Quality> Human> Specific> Different

#2Conversionis alwaysoptional.

> Subtle-ish> Respectful> Patient> Present

What about the other 90%?

What’s the next step?

#3Always betesting.

> Big ideas> Refinement

THINK BIG(the secret of A/B testing)

segment

segment simplified

8.12% conversion 9.23% conversion 11.4% conversion

Harness your traffic with MVT.

Headline& Subhead Video Left CTA Category Thumbs & CTA Links

~50% lift

#4Form shouldn’tbe formulaic.

> Conversion paths> Applications> Microsites

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

“We’re killing theindustry average.”200% liftover industry averages as reported in B2B Magazine December 2009

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

#5Produce 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% Test &90% Iterate

Test & New40% 60% Iterate Content

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.

Thankyou forlistening.Scott Brinkersbrinker@ioninteractive.comTwitter: @chiefmartechttp://www.ioninteractive.com

Effective web & mobile experiences Get your ideas into market quickly Empower all content stakeholders to distribute & test Experiment very different content experiences Easily manage the explosion of content touchpoints& messages on the web Know in real-time how it’s all performing © i-on interactive, inc. All rights reserved.

The ion platform makes it happenCreate Publish Test AnalyzeConversion content Take your ideas live Launch A/B & MVT Specialized reports toexperiences like instantly. experiments easily to maximize conversionlanding pages, determine the most opportunities.microsites, conversion effective experiences.paths, forms, mobileand more. © i-on interactive, inc. All rights reserved.

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Conversion Content Marketing by Scott Brinker

by ion interactive on Jan 21, 2013

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Conversion Content Marketing by Scott Brinker Presentation Transcript