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Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
Conversion Content - Scott Brinker
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Conversion Content - Scott Brinker

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  • 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. Progress and Creativity in the Renaissance<br />
  • 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.
  • 5. A Modern Marketing Renaissance here in San Diego this week.<br />
  • 6.
  • 7. #OMS11 @chiefmartec<br />
  • 8.
  • 9.
  • 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. 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. Two HousesAlike in Dignity<br />
  • 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. Great content marketing is human.<br />
  • 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. Relevant<br />Engaging<br />Authoritative<br />Directional<br />Yield Optimal<br />
  • 17.
  • 18. How could content marketing andconversion optimization be better?<br />
  • 19. Content marketing can be shy when it comes to asking someone out.<br />Attractive visitor<br />Content marketing<br />
  • 20. Conversion optimization is like honing pick-up lines.<br />
  • 21. Sometimes people don’t want to be picked up.<br />
  • 22. Used Car Salesman<br />Free Love<br />Conversion Optimization<br />Content Marketing<br />
  • 23. A Marketing Mash-up<br />
  • 24. Conversion Content Marketing<br />Used Car Salesman<br />Free Love<br />Conversion Optimization<br />Content Marketing<br />
  • 25. 5<br />Principles of Conversion Content Marketing<br />
  • 26. #1<br />Contentis king.<br />*<br />Conversion optimization pros take note.<br />*<br />
  • 27. > Depth<br />> Quality<br />> Human<br />> Specific<br />> Different<br />
  • 28.
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  • 45.
  • 46. #2<br />Conversion is always optional.<br />
  • 47. > Subtle-ish<br />> Respectful<br />> Patient<br />> Present<br />
  • 48. What about the other 90%?<br />
  • 49.
  • 50.
  • 51.
  • 52.
  • 53. What’s the next step?<br />
  • 54.
  • 55.
  • 56.
  • 57. #3<br />Always be testing.<br />
  • 58. > Big ideas<br />> Refinement<br />
  • 59.
  • 60.
  • 61. THINK BIG<br />(the secret of A/B testing)<br />
  • 62.
  • 63.
  • 64. segment<br />
  • 65.
  • 66. segment<br />simplified<br />
  • 67. 8.12% conversion<br />11.4% conversion<br />9.23% conversion<br />
  • 68. Harness your traffic with MVT.<br />
  • 69. Headline & Subhead<br />Video<br />Left CTA<br />Category Thumbs & CTA Links<br />
  • 70.
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  • 72.
  • 73. ~50% lift<br />
  • 74. What’s safe to test in traditional content marketing?<br />
  • 75.
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  • 77.
  • 78. #4<br />Form shouldn’t be formulaic.<br />
  • 79. > Conversion paths<br />> Applications<br />> Microsites<br />
  • 80.
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  • 83.
  • 84. 84% lift<br />+ bounce rate reduced 48%<br />Athena Health example courtesy of http://www.bgcboston.com<br />
  • 85.
  • 86.
  • 87. “We’re killing the industry average.”<br />200% lift<br />over industry averages as reported in B2B Magazine December 2009<br />
  • 88.
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  • 92. “We have much better insight.”<br />19.6% conversion rate<br />
  • 93.
  • 94. #5<br />Produce copiously.<br />
  • 95. > Portfolio strategy<br />> Segmentation<br />> Real-time<br />
  • 96.
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  • 100.
  • 101.
  • 102. “data deduplication”<br />
  • 103. “data recovery”<br />
  • 104. “data retention”<br />
  • 105. “backup window”<br />
  • 106. “snap server NAS”<br />
  • 107. “data storage”<br />
  • 108. “business continuity”<br />
  • 109. >16% conversion rate<br />
  • 110.
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  • 119. 10%<br />New Content<br />Test & Iterate<br />90%<br />
  • 120. New Content<br />Test & Iterate<br />40%<br />60%<br />
  • 121. In summary…<br />
  • 122. #1<br />#2<br />#3<br />#4<br />#5<br />
  • 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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