Put your content to work by making conversion a measurable goal. Take the six principles and go from being passive to active — from being generic to specific. That’s conversion content marketing.

1. Conversion
Content
Marketing
by Scott Brinker
sbrinker@ioninteractive.com
Twitter: @chiefmartec
http://www.ioninteractive.com

2. #contentmarketing
@ioninteractive

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

33. #2
Conversion
is always
optional.

34. > Subtle-ish
> Respectful
> Patient
> Present

35. What about the
other 90%?

40. What’s the next step?

42. #3
Always be
testing.

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

59. #4
Form shouldn’t
be formulaic.

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

75. #5
Produce copiously.

76. > Portfolio strategy
> Segmentation
> Real-time

83. “data deduplication”

84. “data recovery”

85. “data retention”

86. “backup window”

87. “snap server NAS”

88. “data storage”

89. “business continuity”

90. >16%
conversion rate

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.