Content to ContentIncreasing visitor value by sending them into your content

Jack Mardack

It pays to look like content.

Does it pay to be content?

Critical content conspicuously missing.

Satisfy content desire and monetize

Conventional Landing Page

Unconventional

Metrics

Demand Creation.

How to do this:

• Don’t borrow creatives and landing pages from search; start from scratch.

• Get your content in shape to serve sales.• Think of your ad creative is a preview blurb.• Use categories and taxonomies to organize

your content, then map your campaigns to these structures.

• Bidding on your page titles = super quality.

The un-landing page is a hub.

Value Judgments