Conversion Content Marketing by Scott Brinker
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Conversi on Content Marketin g by Scott Brinker sbrinker@ioninteractive .com Twitter: @chiefmartec http://
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15-Sep-2014 -
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Put your content to work by making conversion a measurable goal. Take the six principles and go from being passive to active — from being generic to specific. That’s conversion content marketing.
Transcript of Conversion Content Marketing by Scott Brinker
#contentmarketing@ioninteractive
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
We’re in the middle of a modern marketing Renaissance today.
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
> ___________________
Conversion Optimization> Call-to-action oriented
> Move visitors forward
> Immediate results
> Not free, but tempting
> MVT & A/B testing
> Performance metrics
> _________________
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
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
#4Form shouldn’t be formulaic.
> Conversion paths> Applications> Microsites
84% liftAthena 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 & Iterate90%
10%
New Content
Test & Iterate40% 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
Effective web & mobile experiences
© i-on interactive, inc. All rights reserved.
Get your ideas into market quickly
Empower all content stakeholders to distribute & test
Experiment very different content experiences
Easily manage the explosion of content touchpoints & messages on the web
Know in real-time how it’s all performing
The ion platform makes it happen
© i-on interactive, inc. All rights reserved.
CreateConversion content experiences like landing pages, microsites, conversion paths, forms, mobile and more.
PublishTake your ideas live instantly.
TestLaunch A/B & MVT experiments easily to determine the most effective experiences.
AnalyzeSpecialized reports to maximize conversion opportunities.
10x Increase
© i-on interactive, inc. All rights reserved.
Decreased CPA by 20%
© i-on interactive, inc. All rights reserved.
3x Improvement
© i-on interactive, inc. All rights reserved.
Double Digit Conversion Rates
© i-on interactive, inc. All rights reserved.
Let’s connect!
© i-on interactive, inc. All rights reserved.
561-394-9484
@ioninteractive
www.ioninteractive.com
