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ConversionContentMarketingby Scott Brinkersbrinker@ioninteractive.comTwitter: @chiefmartechttp://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 extradord...
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 b...
ConversionOptimization> Call-to-action oriented> Move visitors forward> Immediate results> Not free, but tempting> MVT & A...
How could content marketing andconversion optimization be better?
Content marketing can be shy when   it comes to asking someone out.   Attractive    Content     visitor    marketing
Conversion optimization is like honing pick-up lines.
Sometimes people don’t want to be picked up.
Free                         Used CarLove                         Salesman        Content     Conversion       Marketing  ...
ConversionFree           Content           Used CarLove          Marketing          Salesman        Content         Conver...
Principles     ofConversion  ContentMarketing
#1  Content  is king. ** Conversion optimization  pros take note.
>   Depth>   Quality>   Human>   Specific>   Different
#2Conversionis alwaysoptional.
>   Subtle-ish>   Respectful>   Patient>   Present
What about the other 90%?
What’s the next step?
#3Always betesting.
> Big ideas> Refinement
THINK BIG(the secret of A/B testing)
segment
segment          simplified
8.12% conversion   9.23% conversion   11.4% conversion
Harness your traffic with MVT.
Headline& Subhead   Video            Left CTA   Category Thumbs                       & CTA Links
~50% lift
#4Form shouldn’tbe formulaic.
> Conversion paths> Applications> Microsites
84% lift+ bounce rate reduced 48%    Athena Health example courtesy of http://www.bgcboston.com
“We’re killing theindustry average.”200% liftover industry averages as reported in B2B Magazine December 2009
“We have much  better insight.”19.6% conversion        rate
#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
10%      Test &90%      Iterate
Test &     New40%                       60%      Iterate   Content
In summary…
#1   #2   #3   #4   #5
5 Principles of Conversion   Content Marketing#1 Content is king.#2 Conversion is always optional.#3 Always be testing.#4 ...
Thankyou forlistening.Scott Brinkersbrinker@ioninteractive.comTwitter: @chiefmartechttp://www.ioninteractive.com
Effective web & mobile experiences Get your ideas into market quickly Empower all content stakeholders to distribute & t...
The ion platform makes it happenCreate                   Publish                Test                      AnalyzeConversio...
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!info@ioninteractive.com    561-394-9484    @ioninteractivewww.ioninteractive.com                      © i-on...
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
ConversionOptimization> Call-to-action oriented> Move visitors
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ConversionOptimization> Call-to-action oriented> Move visitors Conversion Content Marketing by Scott Brinker

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ConversionOptimization> Call-to-action oriented> Move visitors forward> Immediate results> Not free, but tempting> MVT & A/B testing> Performance metrics> _________________

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