Conversion Content Marketing

1,826 views
1,724 views

Published on

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

Published in: Technology

Conversion Content Marketing

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

×