OMS: 5 Principles of Conversion Content Management
Combining the power of content marketing with the value of conversion optimization creates a powerful combination. According to Scott Brinker, president and chief technology officer of ion interactive, a provider of online marketing optimization software and services, it forms a marketing mash-up he refers to as “conversion content marketing.” In a session he led at the Online Marketing Summit this week in San Diego, Brinker detailed five principles to help marketers successfully employ this new marketing strategy into their businesses.
1. Content is king. Recognizing that marketers have heard this refrain many times over, Brinker put his own spin on the axiom. He cited five qualities that all content should encompass:
• depth (e.g., visuals of how your product or service works; fine print on your pricing, including all fees);
• quality (e.g., links to articles or testimonials highlighting your business; show the logos of companies using your service)
• human (e.g., provide the bios and head shots of your creative team on your website; create landing pages with the faces of your prospects or customers);
• specific (e.g., personalize your products to customers needs and wishes); and
• different (e.g., compare and contrast your company vs. its competition).
2. Conversion is always optional. Conversion optimization should be subtle, respectful, patient and present, said Brinker. Focus on the other 90 percent to 95 percent of visitors to your site who don't convert, he added. Subtle calls to action, such as placing a “buy now” button in the upper right-hand corner of a web page or adding a free download of a whitepaper at the bottom of a blog post are subtle, respectful offers, yet at the same time are patient tactics that are always present.
3. Always be testing. From big ideas to refining an email, testing must be part of your conversion optimization culture, Brinker said. He advised the audience to check out whichtestwon.com, a website designed to challenge marketers’ intuition when it comes to the results of A/B and multivariate tests. What will you discover? The value that testing can have on your bottom line, as well as how often your intuition is wrong when it comes to marketing best practices. Testing doesn't have to be limited to conversion optimization (e.g., testing a simplified checkout form vs. one with more drop-down menus). Traditional content marketing tests can include different ways to promote a company blog (e.g., time of day, day of week, marketing channel), whether an offer for a whitepaper or a webinar is more effective at the end of a blog post, and so on.