conversion content marketing
DESCRIPTION
Scott Brinker's Conversion Content Marketing presentation given at SMX East 2010.TRANSCRIPT
Conversion Content
Marketingby Scott Brinker
@chiefmartec
SMX East 2010
http://www.ioninteractive.com
Hybrids are cool.
Hybrids are cool.
But let’s consider a different hybrid…
Content marketing
> Useful or entertaining
> Highly relevant to topic
> SEO and SMO friendly
> Free, easy to consume
> Builds brand, reputation
> Continuous production
Content marketing is shy when it comes to asking someone out.
Attractive visitor
Content marketing
Conversion optimization
> Call-to-action oriented
> Move visitors forward
> Immediate results
> Not free, but tempting
> MVT & A/B testing
> Performance metrics
Landing pages are kind of like pick-up lines.
Sometimes people don’t want to be picked up.
Conversion Optimization + Content Marketing
= ConversionContent
Marketing
Free Love
Landing Page Optimization
Conversion Content
Marketing
Content Marketing
Used Car Salesman
4 Principles of
Conversion Content
Marketing
Principle #1Conversion is optional.
> Instant gratification
> No strings attached
> Valuable “as is”
> Optional next step
> More subtle CTA’s
Principle #2Testing is mandatory.
> Test, test, test
> Leverage your traffic
> Learn what works
> Hypothesis driven
> Continuous refinement
A/B testing for big, bold ideas first.
MVT for incremental improvements.
Principle #3Format is flexible.
> Landing pages
> Conversion paths
> Microsites
Beyond cookie-cutter blog posts and landing pages.
The new microsite
> More HTML than Flash
> 100% SEO compliant
> Meaningful content
> Not overdesigned
> Good usability practices
> Supports A/B and MVT
> Agile production
Principle #4Produce copiously.
> Niche-by-niche
> Contextually relevant
> Agile production
> Portfolio approach
>16% conversion rate
New Content
Test & Iterate
40% 60%
