Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Conversion Content - Scott Brinker

1,452 views

Published on

  • Be the first to comment

Conversion Content - Scott Brinker

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

×