Conversion Content Marketing by Scott Brinker
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Transcript of Conversion Content Marketing by Scott Brinker
by Scott Brinkersbrinker@ioninteractive.comTwitter: @chiefmartec
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
Were 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 dont want to be picked up.Free LoveConversion OptimizationContent MarketingUsed Car SalesmanFree LoveConversion OptimizationConversion Content MarketingContent MarketingUsed Car Salesman5Principles 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%?
Whats the next step?
#3Always be testing.
> Big ideas> Refinement
THINK BIG(the secret of A/B testing)
segment49Lets revisit this page, for a service provider in the construction industry.For their audience, the key segmentation axis is trade.But asking for it in the form is too late you only find out about the people who convert.And if someone search for construction bids, a popular keyword, that doesnt reveal the segment.
50So again, we promoted this trade segmentation to a one-click choice on page one.Now someone landing can choose whats relevant to them right up-front.No form to fill out, just one click to self-segment.
segmentsimplified51Now we go to page two, the same basic layout used by the control.But the content/offer is now tailored to the segment: And the conversion form is simpler. One less drop-down for people to wade through.
8.12% conversion11.4% conversion
52And back to the CDC example we used when talking about multi-page formats. Here, you see three similar experiences, but different sequencing and variations on the experiences lead to very different results.
Harness your traffic with MVT.
Headline & SubheadCategory Thumbs & CTA LinksLeft CTAVideo
#4Form shouldnt 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 2009Were killing the industry average.
69What about a 14-page path? 14 pages, youve got to be kidding!
70Bronto Software is an email marketing company that ran a campaign to drive respondents to an Email Marketing IQ Test.Page one, the landing page, introduces the quiz
71And then the next 9 pages ask questions, one question per page, about email marketing best practices.
72Finally, on page 11, it asks them to convert.Any guesses on how this performed?19.6% conversion rateWe have much better insight.
> Portfolio strategy> Segmentation> Real-time
snap server NAS
>16% conversion rate
New ContentTest & Iterate90%10%New ContentTest & Iterate40%60%In summary
#5#1 Content is king.#2 Conversion is always optional.#3 Always be testing.#4 Form shouldnt be formulaic.#5 Produce copiously.5 Principles of Conversion Content Marketing
Scott Brinkersbrinker@ioninteractive.comTwitter: @chiefmartec
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 its 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.
i-on interactive, inc. All rights reserved.
Decreased CPA by 20% i-on interactive, inc. All rights reserved.
i-on interactive, inc. All rights reserved.
Double Digit Conversion Rates i-on interactive, inc. All rights reserved.
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