The 5 Principles of Conversion Content Marketing<br />Content Marketing + Conversion Optimization<br />Scott Brinker<br />...
Progress and Creativity in the Renaissance<br />
“Step into an intersection of fields, disciplines, or cultures… combine existing concepts into a large number of extradord...
A Modern Marketing Renaissance here in San Diego this week.<br />
#OMS11     @chiefmartec<br />
Why 2011 is the Year of Content Marketing<br />Will 2011 be the Year of Conversion Rate Optimization?<br />- Find and Conv...
Why 2011 is the Year of Content Marketing<br />Will 2011 be the Year of Conversion Rate Optimization?<br />- Find and Conv...
Two HousesAlike in Dignity<br />
Content Marketing<br />>  Useful or entertaining<br />>  Highly relevant to topic<br />>  SEO and SMO friendly<br />>  Fre...
Great content marketing is human.<br />
Conversion Optimization<br />>  Call-to-action oriented<br />>  Move visitors forward<br />>  Immediate results<br />>  No...
Relevant<br />Engaging<br />Authoritative<br />Directional<br />Yield Optimal<br />
How could content marketing andconversion optimization be better?<br />
Content marketing can be shy when it comes to asking someone out.<br />Attractive visitor<br />Content marketing<br />
Conversion optimization is like honing pick-up lines.<br />
Sometimes people don’t want to be picked up.<br />
Used Car Salesman<br />Free Love<br />Conversion Optimization<br />Content Marketing<br />
A Marketing Mash-up<br />
Conversion Content Marketing<br />Used Car Salesman<br />Free Love<br />Conversion Optimization<br />Content Marketing<br />
5<br />Principles of Conversion Content Marketing<br />
#1<br />Contentis king.<br />*<br />Conversion optimization pros take note.<br />*<br />
>  Depth<br />>  Quality<br />>  Human<br />>  Specific<br />>  Different<br />
#2<br />Conversion is always optional.<br />
>  Subtle-ish<br />>  Respectful<br />>  Patient<br />>  Present<br />
What about the other 90%?<br />
What’s the next step?<br />
#3<br />Always be testing.<br />
>  Big ideas<br />>  Refinement<br />
THINK BIG<br />(the secret of A/B testing)<br />
segment<br />
segment<br />simplified<br />
8.12% conversion<br />11.4% conversion<br />9.23% conversion<br />
Harness your traffic with MVT.<br />
Headline         & Subhead<br />Video<br />Left CTA<br />Category Thumbs               & CTA Links<br />
~50% lift<br />
What’s safe to test in traditional content marketing?<br />
#4<br />Form shouldn’t be formulaic.<br />
>  Conversion paths<br />>  Applications<br />>  Microsites<br />
84% lift<br />+ bounce rate reduced 48%<br />Athena Health example courtesy of http://www.bgcboston.com<br />
“We’re killing the industry average.”<br />200% lift<br />over industry averages as reported in B2B Magazine December 2009...
“We have much better insight.”<br />19.6% conversion rate<br />
#5<br />Produce copiously.<br />
>  Portfolio strategy<br />>  Segmentation<br />>  Real-time<br />
“data deduplication”<br />
“data recovery”<br />
“data retention”<br />
“backup window”<br />
“snap server NAS”<br />
“data storage”<br />
“business continuity”<br />
>16% conversion rate<br />
10%<br />New Content<br />Test & Iterate<br />90%<br />
New Content<br />Test & Iterate<br />40%<br />60%<br />
In summary…<br />
#1<br />#2<br />#3<br />#4<br />#5<br />
5 Principles of Conversion Content Marketing<br />#1  Content is king.<br />#2  Conversion is always optional.<br />#3  Al...
Conversion Content - Scott Brinker
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Conversion Content - Scott Brinker

  1. 1. The 5 Principles of Conversion Content Marketing<br />Content Marketing + Conversion Optimization<br />Scott Brinker<br />President & CTO, ion interactive<br />@chiefmartec<br />2/8/2011<br />
  2. 2. Progress and Creativity in the Renaissance<br />
  3. 3. “Step into an intersection of fields, disciplines, or cultures… combine existing concepts into a large number of extradordinary new ideas.”<br />— Frans Johansson<br />The Medici Effect<br />
  4. 4.
  5. 5. A Modern Marketing Renaissance here in San Diego this week.<br />
  6. 6.
  7. 7. #OMS11 @chiefmartec<br />
  8. 8.
  9. 9.
  10. 10. Why 2011 is the Year of Content Marketing<br />Will 2011 be the Year of Conversion Rate Optimization?<br />- Find and Convert<br />- Search Engine Watch<br />
  11. 11. Why 2011 is the Year of Content Marketing<br />Will 2011 be the Year of Conversion Rate Optimization?<br />- Find and Convert<br />- Search Engine Watch<br />Will the World End in 2012?<br />- ABC News<br />
  12. 12. Two HousesAlike in Dignity<br />
  13. 13. 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 />> ___________________<br />
  14. 14. Great content marketing is human.<br />
  15. 15. 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 />> _________________<br />
  16. 16. Relevant<br />Engaging<br />Authoritative<br />Directional<br />Yield Optimal<br />
  17. 17.
  18. 18. How could content marketing andconversion optimization be better?<br />
  19. 19. Content marketing can be shy when it comes to asking someone out.<br />Attractive visitor<br />Content marketing<br />
  20. 20. Conversion optimization is like honing pick-up lines.<br />
  21. 21. Sometimes people don’t want to be picked up.<br />
  22. 22. Used Car Salesman<br />Free Love<br />Conversion Optimization<br />Content Marketing<br />
  23. 23. A Marketing Mash-up<br />
  24. 24. Conversion Content Marketing<br />Used Car Salesman<br />Free Love<br />Conversion Optimization<br />Content Marketing<br />
  25. 25. 5<br />Principles of Conversion Content Marketing<br />
  26. 26. #1<br />Contentis king.<br />*<br />Conversion optimization pros take note.<br />*<br />
  27. 27. > Depth<br />> Quality<br />> Human<br />> Specific<br />> Different<br />
  28. 28.
  29. 29.
  30. 30.
  31. 31.
  32. 32.
  33. 33.
  34. 34.
  35. 35.
  36. 36.
  37. 37.
  38. 38.
  39. 39.
  40. 40.
  41. 41.
  42. 42.
  43. 43.
  44. 44.
  45. 45.
  46. 46. #2<br />Conversion is always optional.<br />
  47. 47. > Subtle-ish<br />> Respectful<br />> Patient<br />> Present<br />
  48. 48. What about the other 90%?<br />
  49. 49.
  50. 50.
  51. 51.
  52. 52.
  53. 53. What’s the next step?<br />
  54. 54.
  55. 55.
  56. 56.
  57. 57. #3<br />Always be testing.<br />
  58. 58. > Big ideas<br />> Refinement<br />
  59. 59.
  60. 60.
  61. 61. THINK BIG<br />(the secret of A/B testing)<br />
  62. 62.
  63. 63.
  64. 64. segment<br />
  65. 65.
  66. 66. segment<br />simplified<br />
  67. 67. 8.12% conversion<br />11.4% conversion<br />9.23% conversion<br />
  68. 68. Harness your traffic with MVT.<br />
  69. 69. Headline & Subhead<br />Video<br />Left CTA<br />Category Thumbs & CTA Links<br />
  70. 70.
  71. 71.
  72. 72.
  73. 73. ~50% lift<br />
  74. 74. What’s safe to test in traditional content marketing?<br />
  75. 75.
  76. 76.
  77. 77.
  78. 78. #4<br />Form shouldn’t be formulaic.<br />
  79. 79. > Conversion paths<br />> Applications<br />> Microsites<br />
  80. 80.
  81. 81.
  82. 82.
  83. 83.
  84. 84. 84% lift<br />+ bounce rate reduced 48%<br />Athena Health example courtesy of http://www.bgcboston.com<br />
  85. 85.
  86. 86.
  87. 87. “We’re killing the industry average.”<br />200% lift<br />over industry averages as reported in B2B Magazine December 2009<br />
  88. 88.
  89. 89.
  90. 90.
  91. 91.
  92. 92. “We have much better insight.”<br />19.6% conversion rate<br />
  93. 93.
  94. 94. #5<br />Produce copiously.<br />
  95. 95. > Portfolio strategy<br />> Segmentation<br />> Real-time<br />
  96. 96.
  97. 97.
  98. 98.
  99. 99.
  100. 100.
  101. 101.
  102. 102. “data deduplication”<br />
  103. 103. “data recovery”<br />
  104. 104. “data retention”<br />
  105. 105. “backup window”<br />
  106. 106. “snap server NAS”<br />
  107. 107. “data storage”<br />
  108. 108. “business continuity”<br />
  109. 109. >16% conversion rate<br />
  110. 110.
  111. 111.
  112. 112.
  113. 113.
  114. 114.
  115. 115.
  116. 116.
  117. 117.
  118. 118.
  119. 119. 10%<br />New Content<br />Test & Iterate<br />90%<br />
  120. 120. New Content<br />Test & Iterate<br />40%<br />60%<br />
  121. 121. In summary…<br />
  122. 122. #1<br />#2<br />#3<br />#4<br />#5<br />
  123. 123. 5 Principles of Conversion Content Marketing<br />#1 Content is king.<br />#2 Conversion is always optional.<br />#3 Always be testing.<br />#4 Form shouldn’t be formulaic.<br />#5 Produce copiously.<br />

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