Converting content marketing with technology

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Andrew Milk shares his take on how technology can help you use content marketing to drive conversions at Quill and Taboola's breakfast seminar - using digital content to drive conversions.

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  • If you use the Web, you have most likely seen Taboola before…
  • Here’s how it works:

    You provide a link to a content item

    The Taboola algorithmic engine analyzes the content item and predicts where it will perform best

    The item will be recommended across the network

    Taboola will measure performance, based on whatever KPI you define, and optimize placement of the content item
  • The company was founded in 2007 with the goal of revolutionizing the discovery of online video.

    By 2011, Taboola has become the leader in online video recommendation technology.

    In 2012 Taboola enhanced its algorithmic engine to also recommend text and photos, and opened a content marketplace.

    Taboola is the content discovery leader with over 130B daily recommendations.
  • In 1900, Michelin Tires released a 400-page guide geared at helping drivers maintain their cars. It coved basic maintenance, accommodations, and other travel tips. After 35,000 copies were distributed for free, the company began selling the books for a profit.
  • In the most-watched live YouTube stream ever, Red Bull’s “Stratos: Mission to the Edge of Space” sponsored adrenaline junkie Felix Baumgartner’s free fall jump from 24 miles above ground. The only hint of the Red Bull brand was the Red Bull branded flight suit and Red Bull logo on the helium balloon Felix jumped from.
    BRANDING NOT CONVERIONS
  • Client Example
  • Brand, engage, convert
  • If your goal with a content campaign is to drive action – e.g. drive product sales, newsletter subscriptions, trial sign-ups – you can optimize your campaign for that action and easily track CPA.
  • We help optimize campaigns through rigorous A/B testing of creative.
  • Client Example
  • Client Example
  • Client Example
  • Converting content marketing with technology

    1. 1. CONVERTING CONTENT MARKETING WITH TECHNOLOGY Andrew Milk, Head of Sponsored Content
    2. 2. TABOOLA (You have seen us before…)
    3. 3. HOW OUR ALGORITHM WORKSTaboola Widget
    4. 4. HOW OUR ALGORITHM WORKSTaboola Publishers….
    5. 5. Link to a content item (text/video/photo) Taboola analyzes the item to predict where it will perform best Taboola starts recommending item across the network on sites where likelihood of meeting the performance objective is highest Taboola measures performance and continuously optimizes placement of content HOW THE ENGINE WORKS
    6. 6. Taboola founded with the goal of revolutionizing video discovery ABOUT TABOOLA Becomes the leading online video recommendation platform Adapts the technology to recommend articles and photos; launches a content marketplace Becomes the leading Content Discovery platform with 3.5B daily recommendations 2007 2012 2011 2014
    7. 7. Content Marketing is anything but new...
    8. 8. In 1900, Michelin Tires releases a 400- page guide with restaurant reviews, maps, car maintenance tips and petrol station locations.
    9. 9. Red Bull creates the most-watched live YouTube stream ever, showing Felix Baumgartner’s free fall jump. 53MM concurrent Viewers
    10. 10. Continuous Evolution
    11. 11. Ancestry publishes and promotes a blog covering genealogy topics.
    12. 12. Measurement is Everything
    13. 13. NOT ON THE HIGH STREET HALVES CPA GOAL
    14. 14. LasikPlus BUILDS TRAFFIC AND CONVERSIONS THROUGH CONTENT MARKETING “CPA for booked appointments is 55% lower with Taboola than other marketing channels.
    15. 15. THE LINE DOUBLES TRAFFIC AND GROWS EMAIL SUBSCRIPTION The Line doubles traffic in one month and grows email subscriber list by 12% with Taboola and grew traffic by 100%.
    16. 16. TAKE AWAYS MARKETABLE CONTENT ACTIONABLE NEXT STEPS MEASUREMENT OF SUCCESS
    17. 17. Technology and Tools
    18. 18. CAMPAIGN OPTIMIZATION Track and optimize for CPA
    19. 19. CREATIVE OPTIMISATION
    20. 20. KPI’S & MEASUREMENT Creative A Creative B
    21. 21. SEQUENTIAL/INTERNAL RETARGETING Track Conversions Too!
    22. 22. EXTERNAL RETARGETING Pixel Brand Site Retarget Consumers With Branded Content Within Taboola Network
    23. 23. DISPLAY RETARGETING Pixel Display Retarget Exposed Group Within Taboola Network
    24. 24. THANK YOU!

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