1. Content to Content
Increasing visitor value by sending them into your content
Jack Mardack

2. It pays to look like content.

3. Does it pay to be content?

4. Critical content conspicuously missing.

5. Satisfy content desire and monetize

6. Conventional Landing Page

7. Unconventional

8. Metrics

9. Demand Creation.

10. How to do this:
• Don’t borrow creatives and landing pages
from search; start from scratch.
• Get your content in shape to serve sales.
• Think of your ad creative is a preview blurb.
• Use categories and taxonomies to organize
your content, then map your campaigns to
these structures.
• Bidding on your page titles = super quality.

11. The un-landing page is a hub.

12. Value Judgments