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Conversion Content - Scott Brinker
 

Conversion Content - Scott Brinker

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    Conversion Content - Scott Brinker Conversion Content - Scott Brinker Presentation Transcript

    • The 5 Principles of Conversion Content Marketing
      Content Marketing + Conversion Optimization
      Scott Brinker
      President & CTO, ion interactive
      @chiefmartec
      2/8/2011
    • Progress and Creativity in the Renaissance
    • “Step into an intersection of fields, disciplines, or cultures… combine existing concepts into a large number of extradordinary new ideas.”
      — Frans Johansson
      The Medici Effect
    • A Modern Marketing Renaissance here in San Diego this week.
    • #OMS11 @chiefmartec
    • Why 2011 is the Year of Content Marketing
      Will 2011 be the Year of Conversion Rate Optimization?
      - Find and Convert
      - Search Engine Watch
    • Why 2011 is the Year of Content Marketing
      Will 2011 be the Year of Conversion Rate Optimization?
      - Find and Convert
      - Search Engine Watch
      Will the World End in 2012?
      - ABC News
    • Two HousesAlike in Dignity
    • Content Marketing
      > Useful or entertaining
      > Highly relevant to topic
      > SEO and SMO friendly
      > Free, easy to consume
      > Builds brand, reputation
      > Continuous production
      > ___________________
    • Great content marketing is human.
    • Conversion Optimization
      > Call-to-action oriented
      > Move visitors forward
      > Immediate results
      > Not free, but tempting
      > MVT & A/B testing
      > Performance metrics
      > _________________
    • Relevant
      Engaging
      Authoritative
      Directional
      Yield Optimal
    • How could content marketing andconversion optimization be better?
    • Content marketing can be shy when it comes to asking someone out.
      Attractive visitor
      Content marketing
    • Conversion optimization is like honing pick-up lines.
    • Sometimes people don’t want to be picked up.
    • Used Car Salesman
      Free Love
      Conversion Optimization
      Content Marketing
    • A Marketing Mash-up
    • Conversion Content Marketing
      Used Car Salesman
      Free Love
      Conversion Optimization
      Content Marketing
    • 5
      Principles of Conversion Content Marketing
    • #1
      Contentis king.
      *
      Conversion optimization pros take note.
      *
    • > Depth
      > Quality
      > Human
      > Specific
      > Different
    • #2
      Conversion is always optional.
    • > Subtle-ish
      > Respectful
      > Patient
      > Present
    • What about the other 90%?
    • What’s the next step?
    • #3
      Always be testing.
    • > Big ideas
      > Refinement
    • THINK BIG
      (the secret of A/B testing)
    • segment
    • segment
      simplified
    • 8.12% conversion
      11.4% conversion
      9.23% conversion
    • Harness your traffic with MVT.
    • Headline & Subhead
      Video
      Left CTA
      Category Thumbs & CTA Links
    • ~50% lift
    • What’s safe to test in traditional content marketing?
    • #4
      Form shouldn’t be formulaic.
    • > Conversion paths
      > Applications
      > Microsites
    • 84% lift
      + bounce rate reduced 48%
      Athena Health example courtesy of http://www.bgcboston.com
    • “We’re killing the industry average.”
      200% lift
      over industry averages as reported in B2B Magazine December 2009
    • “We have much better insight.”
      19.6% conversion rate
    • #5
      Produce copiously.
    • > Portfolio strategy
      > Segmentation
      > Real-time
    • “data deduplication”
    • “data recovery”
    • “data retention”
    • “backup window”
    • “snap server NAS”
    • “data storage”
    • “business continuity”
    • >16% conversion rate
    • 10%
      New Content
      Test & Iterate
      90%
    • New Content
      Test & Iterate
      40%
      60%
    • In summary…
    • #1
      #2
      #3
      #4
      #5
    • 5 Principles of Conversion Content Marketing
      #1 Content is king.
      #2 Conversion is always optional.
      #3 Always be testing.
      #4 Form shouldn’t be formulaic.
      #5 Produce copiously.