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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
    View slide
  • View slide
  • 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.