conversion content marketing by scott brinker

ConversionContentMarketingby Scott Brinkersbrinker@ioninteractive.comTwitter: @chiefmartec

http://www.ioninteractive.com

#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

Thankyou forlistening.Scott Brinkersbrinker@ioninteractive.comTwitter: @chiefmartec

http://www.ioninteractive.com

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.

info@ioninteractive.com

561-394-9484

@ioninteractive

www.ioninteractive.com