Conversion Content - Scott Brinker

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