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