Conversion Content Marketing

Conversion Content

Marketingby Scott Brinker

@chiefmartec

SMX East 2010

http://www.ioninteractive.com

Hybrids are cool.

Hybrids are cool.

But let’s consider a different hybrid…

Content marketing

> Useful or entertaining

> Highly relevant to topic

> SEO and SMO friendly

> Free, easy to consume

> Builds brand, reputation

> Continuous production

Content marketing is shy when it comes to asking someone out.

Attractive visitor

Content marketing

Conversion optimization

> Call-to-action oriented

> Move visitors forward

> Immediate results

> Not free, but tempting

> MVT & A/B testing

> Performance metrics

Landing pages are kind of like pick-up lines.

Sometimes people don’t want to be picked up.

Conversion Optimization + Content Marketing

= ConversionContent

Marketing

Free Love

Landing Page Optimization

Conversion Content

Marketing

Content Marketing

Used Car Salesman

4 Principles of

Conversion Content

Marketing

Principle #1Conversion is optional.

> Instant gratification

> No strings attached

> Valuable “as is”

> Optional next step

> More subtle CTA’s

Principle #2Testing is mandatory.

> Test, test, test

> Leverage your traffic

> Learn what works

> Hypothesis driven

> Continuous refinement

A/B testing for big, bold ideas first.

MVT for incremental improvements.

Principle #3Format is flexible.

> Landing pages

> Conversion paths

> Microsites

Beyond cookie-cutter blog posts and landing pages.

The new microsite

> More HTML than Flash

> 100% SEO compliant

> Meaningful content

> Not overdesigned

> Good usability practices

> Supports A/B and MVT

> Agile production

Principle #4Produce copiously.

> Niche-by-niche

> Contextually relevant

> Agile production

> Portfolio approach

>16% conversion rate

New Content

Test & Iterate

40% 60%

Thank you.Scott Brinker

sbrinker@ioninteractive.comTwitter: @chiefmartec

http://www.ioninteractive.com