Post on 17-May-2015
description
The 5 Principles of Conversion Content MarketingContent Marketing + Conversion Optimization
Scott BrinkerPresident & CTO, ion interactive@chiefmartec
2/8/2011
Progress and Creativity in the Renaissance
“Step into an intersection of fields, disciplines, or cultures…
combine existing concepts into a large number of extradordinary
new ideas.”
— Frans JohanssonThe Medici Effect
A Modern Marketing Renaissance here in San Diego this week.
#OMS11 @chiefmartec
Why 2011 is the
Year of Content
Marketing
Will 2011 be the Year of Conversion Rate Optimization?- Search Engine Watch- Find and Convert
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
Two HousesAlike in Dignity
Content Marketing
> Useful or entertaining
> Highly relevant to topic
> SEO and SMO friendly
> Free, easy to consume
> Builds brand, reputation
> Continuous production
> ___________________
Great content marketing is human.
Conversion Optimization
> Call-to-action oriented
> Move visitors forward
> Immediate results
> Not free, but tempting
> MVT & A/B testing
> Performance metrics
> _________________
Relevant
Engaging
Authoritative
Directional
Yield Optimal
How could content marketing andconversion optimization be better?
Content marketing can be shy when it comes to asking someone out.Attractive
visitorContent
marketing
Conversion optimization is like honing pick-up lines.
Sometimes people don’t want to be picked up.
Free Love
Conversion Optimization
Content Marketing
Used Car Salesman
A Marketing Mash-up
Free Love
Conversion Optimization
Conversion Content
Marketing
Content Marketing
Used Car Salesman
5 Principles of
Conversion Content
Marketing
#1Contentis king.
Conversion optimization pros take note.
*
*
> Depth> Quality> Human> Specific> Different
#2Conversion is always optional.
> Subtle-ish> Respectful> Patient> Present
What about the other 90%?
What’s the next step?
#3Always be testing.
> Big ideas> Refinement
THINK BIG
(the secret of A/B testing)
segment
segment
simplified
8.12% conversion 11.4% conversion9.23% conversion
Harness your traffic with MVT.
Headline & Subhead
Category Thumbs & CTA Links
Left CTA
Video
~50% lift
What’s safe to test in traditional content
marketing?
#4Form shouldn’t be formulaic.
> Conversion paths> Applications> Microsites
84% lift
Athena Health example courtesy of http://www.bgcboston.com
+ bounce rate reduced 48%
200% liftover industry averages as reported in B2B Magazine December 2009
“We’re killing the industry average.”
19.6% conversion rate
“We have much better insight.”
#5Produce copiously.
> Portfolio strategy> Segmentation> Real-time
“data deduplication”
“data recovery”
“data retention”
“backup window”
“snap server NAS”
“data storage”
“business continuity”
>16% conversion rate
New
Con
tent
Test & Iterate
90%
10%
New Content
Test & Iterate
40% 60%
In summary…
#1 #2 #3 #4 #5
#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