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

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

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

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

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.

26. MVT for incremental improvements.

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

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%

38. Thank you. Scott Brinker sbrinker@ioninteractive.com Twitter: @chiefmartec http://www.ioninteractive.com