Conversion Content Marketing by Scott Brinker
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The document discusses the intersection of content marketing and conversion optimization, highlighting the importance of creating high-quality, engaging content that drives conversions. It outlines five principles of conversion content marketing: valuing content, understanding optional conversion, the necessity for ongoing testing, avoiding formulaic forms, and the need for copious production. Additionally, it emphasizes the significance of real-time performance analysis and the use of tools for maximizing conversion opportunities.
Conversion Content Marketing by Scott Brinker
- 1. Conversion Content Marketing by Scott Brinker sbrinker@ioninteractive.com Twitter: @chiefmartec http://www.ioninteractive.com
- 3. Progress and Creativity in the Renaissance
- 4. “Step into an intersection of fields, disciplines, or cultures… combine existing concepts into a large number of extradordinary new ideas.” — Frans Johansson The Medici Effect
- 6. We’re in the middle of a modern marketing Renaissance today.
- 9. Two Houses Alike in Dignity
- 10. Content Marketing > Useful or entertaining > Highly relevant to topic > SEO and SMO friendly > Free, easy to consume > Builds brand, reputation > Continuous production > ___________________
- 11. Conversion Optimization > Call-to-action oriented > Move visitors forward > Immediate results > Not free, but tempting > MVT & A/B testing > Performance metrics > _________________
- 12. How could content marketing and conversion optimization be better?
- 13. Content marketing can be shy when it comes to asking someone out. Attractive Content visitor marketing
- 14. Conversion optimization is like honing pick-up lines.
- 15. Sometimes people don’t want to be picked up.
- 16. Free Used Car Love Salesman Content Conversion Marketing Optimization
- 17. Conversion Free Content Used Car Love Marketing Salesman Content Conversion Marketing Optimization
- 18. Principles of Conversion Content Marketing
- 19. #1 Content is king. * * Conversion optimization pros take note.
- 20. > Depth > Quality > Human > Specific > Different
- 34. > Subtle-ish > Respectful > Patient > Present
- 35. What about the other 90%?
- 40. What’s the next step?
- 43. > Big ideas > Refinement
- 46. THINK BIG (the secret of A/B testing)
- 49. segment
- 51. segment simplified
- 52. 8.12% conversion 9.23% conversion 11.4% conversion
- 53. Harness your traffic with MVT.
- 54. Headline & Subhead Video Left CTA Category Thumbs & CTA Links
- 58. ~50% lift
- 60. > Conversion paths > Applications > Microsites
- 65. 84% lift + bounce rate reduced 48% Athena Health example courtesy of http://www.bgcboston.com
- 68. “We’re killing the industry average.” 200% lift over industry averages as reported in B2B Magazine December 2009
- 73. “We have much better insight.” 19.6% conversion rate
- 76. > Portfolio strategy > Segmentation > Real-time
- 84. “data recovery”
- 85. “data retention”
- 86. “backup window”
- 88. “data storage”
- 94. 10% Test & 90% Iterate
- 95. Test & New 40% 60% Iterate Content
- 96. In summary…
- 97. #1 #2 #3 #4 #5
- 98. 5 Principles of Conversion Content Marketing #1 Content is king. #2 Conversion is always optional. #3 Always be testing. #4 Form shouldn’t be formulaic. #5 Produce copiously.
- 99. Thank you for listening. Scott Brinker sbrinker@ioninteractive.com Twitter: @chiefmartec http://www.ioninteractive.com
- 100. Effective web & mobile experiences 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 © i-on interactive, inc. All rights reserved.
- 101. The ion platform makes it happen Create Publish Test Analyze Conversion content Take your ideas live Launch A/B & MVT Specialized reports to experiences like instantly. experiments easily to maximize conversion landing pages, determine the most opportunities. microsites, conversion effective experiences. paths, forms, mobile and more. © i-on interactive, inc. All rights reserved.
- 102. 10x Increase © i-on interactive, inc. All rights reserved.
- 103. Decreased CPA by 20% © i-on interactive, inc. All rights reserved.
- 104. 3x Improvement © i-on interactive, inc. All rights reserved.
- 105. Double Digit Conversion Rates © i-on interactive, inc. All rights reserved.
- 106. Let’s connect! info@ioninteractive.com 561-394-9484 @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.