Conversion Content Marketing

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Scott Brinker's Conversion Content Marketing presentation given at SMX East 2010.

Scott Brinker's Conversion Content Marketing presentation given at SMX East 2010.

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Transcript

  • 1. SMX East 2010
    Conversion Content Marketing
    by Scott Brinker
    @chiefmartec
    http://www.ioninteractive.com
  • 2. Hybrids are cool.
  • 3. Hybrids are cool.
    But let’s consider a different hybrid…
  • 4. Content marketing
    > Useful or entertaining
    > Highly relevant to topic
    > SEO and SMO friendly
    > Free, easy to consume
    > Builds brand, reputation
    > Continuous production
  • 5.
  • 6.
  • 7. Content marketing is shy when it comes to asking someone out.
    Attractive visitor
    Content marketing
  • 8. Conversion optimization
    > Call-to-action oriented
    > Move visitors forward
    > Immediate results
    > Not free, but tempting
    > MVT & A/B testing
    > Performance metrics
  • 9.
  • 10. Landing pages are kind of like pick-up lines.
  • 11. Sometimes people don’t want to be picked up.
  • 12. Conversion Optimization + Content Marketing
    = ConversionContentMarketing
  • 13. Conversion Content Marketing
    Used Car Salesman
    Free Love
    Landing Page Optimization
    Content Marketing
  • 14. 4
    Principles of Conversion Content Marketing
  • 15. Principle #1
    Conversion is optional.
    > Instant gratification
    > No strings attached
    > Valuable “as is”
    > Optional next step
    > More subtle CTA’s
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21. Principle #2
    Testing is mandatory.
    > Test, test, test
    > Leverage your traffic
    > Learn what works
    > Hypothesis driven
    > Continuous refinement
  • 22. A/B testing for big, bold ideas first.
  • 23.
  • 24.
  • 25.
  • 26. MVT for incremental improvements.
  • 27.
  • 28.
  • 29. Principle #3
    Format is flexible.
    > Landing pages
    > Conversion paths
    > Microsites
  • 30. Beyond cookie-cutter blog posts and landing pages.
  • 31. The new microsite
    > More HTML than Flash
    > 100% SEO compliant
    > Meaningful content
    > Not overdesigned
    > Good usability practices
    > Supports A/B and MVT
    > Agile production
  • 32.
  • 33.
  • 34. Principle #4
    Produce copiously.
    > Niche-by-niche
    > Contextually relevant
    > Agile production
    > Portfolio approach
  • 35. >16% conversion rate
  • 36. New Content
    Test & Iterate
    40%
    60%
  • 37.
  • 38. Thank you.
    Scott Brinker
    sbrinker@ioninteractive.com
    Twitter: @chiefmartec
    http://www.ioninteractive.com