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

5. A Modern Marketing Renaissance here in San Diego this week.

7. #OMS11 @chiefmartec

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

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

46. #2 Conversion is always optional.

47. > Subtle-ish > Respectful > Patient > Present

48. What about the other 90%?

53. What’s the next step?

57. #3 Always be testing.

58. > Big ideas > Refinement

61. THINK BIG (the secret of A/B testing)

64. segment

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

73. ~50% lift

74. What’s safe to test in traditional content marketing?

78. #4 Form shouldn’t be formulaic.

79. > Conversion paths > Applications > Microsites

84. 84% lift + bounce rate reduced 48% Athena Health example courtesy of http://www.bgcboston.com

87. “We’re killing the industry average.” 200% lift over industry averages as reported in B2B Magazine December 2009

92. “We have much better insight.” 19.6% conversion rate

94. #5 Produce copiously.

95. > Portfolio strategy > Segmentation > Real-time

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

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.