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The 5 Principles of Conversion Content Marketing Content Marketing + Conversion Optimization Scott Brinker President & CTO, ion interactive @chiefmartec 2/8/2011

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Check out Scott Brinker's slides from OMS 2011 on conversion content marketing. Flip through for lots of great content marketing, landing page and microsite examples!Close more business from your white papers, blog posts, and other content with these conversion content marketing tips and ideas!

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Page 1: Conversion Content Marketing

The 5 Principles of Conversion Content MarketingContent Marketing + Conversion Optimization

Scott BrinkerPresident & CTO, ion interactive@chiefmartec

2/8/2011

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Progress and Creativity in the Renaissance

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“Step into an intersection of fields, disciplines, or cultures…

combine existing concepts into a large number of extradordinary

new ideas.”

— Frans JohanssonThe Medici Effect

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A Modern Marketing Renaissance here in San Diego this week.

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#OMS11 @chiefmartec

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Why 2011 is the

Year of Content

Marketing

Will 2011 be the Year of Conversion Rate Optimization?- Search Engine Watch- Find and Convert

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Why 2011 is the

Year of Content

Marketing

Will 2011 be the Year of Conversion Rate Optimization?

Will the World End in 2012?

- ABC News

- Search Engine Watch- Find and Convert

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Two HousesAlike in Dignity

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Content Marketing

> Useful or entertaining

> Highly relevant to topic

> SEO and SMO friendly

> Free, easy to consume

> Builds brand, reputation

> Continuous production

> ___________________

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Great content marketing is human.

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Conversion Optimization

> Call-to-action oriented

> Move visitors forward

> Immediate results

> Not free, but tempting

> MVT & A/B testing

> Performance metrics

> _________________

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Relevant

Engaging

Authoritative

Directional

Yield Optimal

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How could content marketing andconversion optimization be better?

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Content marketing can be shy when it comes to asking someone out.Attractive

visitorContent

marketing

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Conversion optimization is like honing pick-up lines.

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Sometimes people don’t want to be picked up.

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Free Love

Conversion Optimization

Content Marketing

Used Car Salesman

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A Marketing Mash-up

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Free Love

Conversion Optimization

Conversion Content

Marketing

Content Marketing

Used Car Salesman

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5 Principles of

Conversion Content

Marketing

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#1Contentis king.

Conversion optimization pros take note.

*

*

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> Depth> Quality> Human> Specific> Different

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#2Conversion is always optional.

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> Subtle-ish> Respectful> Patient> Present

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What about the other 90%?

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What’s the next step?

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#3Always be testing.

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> Big ideas> Refinement

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THINK BIG

(the secret of A/B testing)

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segment

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segment

simplified

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8.12% conversion 11.4% conversion9.23% conversion

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Harness your traffic with MVT.

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Headline & Subhead

Category Thumbs & CTA Links

Left CTA

Video

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~50% lift

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What’s safe to test in traditional content

marketing?

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#4Form shouldn’t be formulaic.

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> Conversion paths> Applications> Microsites

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84% lift

Athena Health example courtesy of http://www.bgcboston.com

+ bounce rate reduced 48%

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200% liftover industry averages as reported in B2B Magazine December 2009

“We’re killing the industry average.”

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19.6% conversion rate

“We have much better insight.”

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#5Produce copiously.

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> Portfolio strategy> Segmentation> Real-time

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“data deduplication”

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“data recovery”

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“data retention”

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“backup window”

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“snap server NAS”

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“data storage”

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“business continuity”

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>16% conversion rate

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New

Con

tent

Test & Iterate

90%

10%

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New Content

Test & Iterate

40% 60%

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In summary…

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#1 #2 #3 #4 #5

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#1 Content is king.

#2 Conversion is always optional.

#3 Always be testing.

#4 Form shouldn’t be formulaic.

#5 Produce copiously.

5 Principles of Conversion Content Marketing

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