This document discusses the importance and growth of content marketing. It provides examples of early content marketing from companies in the 1890s-1950s. It then summarizes current content marketing tactics and spending in the UK. The rest of the document focuses on how Taboola helps distribute content at scale through recommendations, the benefits for marketers and publishers, examples of content that performs well, and tips for optimizing content for mobile and continuous testing.

1. The Content Marketing Revolution
How to Generate Quality Traffic in 2014
<CUSTOMER
LOGO>
Steven
Emms
Taboola
Europe

2. Content marketing is not new
•
1895:
John
Deere
launches
The
Furrow
to
help
farmers
learn
about
new
agricultural
technology
•
1900:
Michelin
Guide
created
to
help
motorists
on-­‐the-­‐go
•
1955:
The
Guinness
Book
of
Records
created
to
help
seBle
pub
bets

3. Content marketing usage in the UK (by tactic)

4. Content marketing spending in the UK
(next 12 mos.)

5. Marketing content by the numbers
100
hrs.
of
video
uploaded/min.
Over
40
million
tweets
per
day
20
million
pins
per
month
205
webinars
per
week
Source:
CMI,
June
2013

6. Challenges when choosing content
distribution
• Cost
• Scale
• Measurement

7. How Taboola recommendation works
How content discovery works
Social
Signals
Facebook/TwiBer
API
User
Behavior
cookie
data
CollaboraJve
Filtering
bucketed
consump;on
groups
<
>
Context
meta
data
Geo
recommenda;ons
based
on
region

8. Why it works: the ecosystem
Marketers
•
•
•
Reach
a
targeted
audience
Get
content
found,
consumed
&
shared
Drive
conversions,
acJons,
revenue!
Publishers
•
•
•
Find
new
revenue
opportuniJes
Promote
engaging
content
Build
audience
8

9. Example: Content drives e-commerce
and lifts brand awareness
“Content
drives
over
70%
of
our
traffic,
2/3
of
which
can
be
a0ributed
to
na5ve
adver5sing
campaigns—and
our
business
grew
40%
from
Q1
to
Q2.”
-­‐
Director
of
MarkeJng,
eSalon.com

10. What kind of content works best?
Videos
ArKcles/Blogs
Pictures/Slideshows
•
How-­‐to…
•
Tips
&
tricks
•
Celebrity
•
Behind-­‐the-­‐scenes
•
Ordered
lists
•
Food
recipes
•
Exclusive
interviews
•
Industry
secrets
•
Fashion
&
style
ideas
•
AuthenJc,
funny
•
Earned
media
•
Funny/unbelievable
•
PosiJve
reviews
•
Before
&
aSer

11. Tip: Design content for mobile
consumption
DESKTOP
TV
MOBILE
TABLET

12. Tip: Continuous testing & optimisation are key

13. Taboola by the numbers
•
3
Billion
daily
recommendaJons
•
300
Million
monthly
users
•
5
Million+
sourced
content
items
•
1000+
sourced
content
providers
13

14. Thank You!
www.Taboola.com
@Taboola