The document provides tips for creating content that drives performance and conversions. It discusses understanding the user's consumption mode, gradually guiding them toward key performance indicators (KPIs) through the awareness-consideration-decision funnel. Tips include informing before selling, tying products organically to content, using short and scannable writing styles, and testing calls to action and content variations. The goal is engaging users who aren't actively searching and moving them down the conversion funnel through optimized content.

1. Inbar Yagur,
Senior Content Strategist
How To Create Content
That Converts

2. Hi! Nice To Meet You!
8 Years Of Experience As A Content Creator,
Editor And Strategist.
2.5 Years At Taboola Helping Clients Achieve
Their Campaign Goals Using Content Strategy
And User Funnel Optimization.
Inbar Yagur

3. Agenda
• Know Your User
• Content Strategy for Performance
• Editorial Tips and Tricks
• Layout Tips and Tricks
• Calls to Action
• A/B Testing

4. “I want to engage
with my social
network”
“I want to consume content”“I want to find
information about a
specific topic”
Search Discovery Social

5. What “CONTENT CONSUMPTION MODE”
Means For Performance-driven Content
• User hasn’t directly sought out your product,
and is “flying blind”
• User isn’t in “Decision Making Mode”
• You have reached an audience you would have
never found otherwise
• You have a “captive audience” for your pitch

6. Your Goal
• Reach and engage the user.
• Gradually guide them to your KPI.
• Make the action easy.

7. Performance
Through The Entire Funnel:
Any Action Can Be a
“Conversion”
Awareness - PPV, Time on Site
Consideration – Lead Capture
Decision – Purchase
Loyalty – Return
User

8. The Challenge With Performance
How far down the funnel can we move a us
er using just an article?

9. Create Content That Fits Your Funnel
10 Tips to Impress
on a First Date
Know Your Product and Its Audience
8 Reasons to Try
Online Dating

10. How To Make
Your Content
Perform

11. • Inform first, sell second
• Tie in your product gradually and
organically
• Imagine clicking on an article link and
seeing this:
(You’d close the window, and so would any other user)
Editorial Considerations

12. Did You Know?
Difficulty reading can be perceived
as difficulty taking action.

13. 70%and Growing
The Average Internet User
Skimmers:
Scan the page quickly, skim a
few paragraphs, then decide if
they want to fully engage
Readers:
Arrive on your site and
immediately engage
30%and Shrinking

14. First Impressions
are EVERYTHING!
(OK – almost everything)
• No matter the KPI, if 99% of your users won’t even
read your content, it’s unlikely anyone will convert
• Get your basics down before you get too fancy.

15. Meet User Expectation

16. Easy Navigation

17. Avoid Dense Text

18. Keep The Page Clean

19. (But not too short)!
300 - 600 Words
Keep It Short

20. Remember the user didn’t arrive from
search or your home page.
If you want them to take action,
tell them why!
(and try to keep it to the bottom
third of the content)
Give The
User Context

21. The bottom of an article is prime real estate.
Primary KPI
Secondary
KPI
Driving Toward Your KPI

22. Any KPI
Is Relevant

23. DO:
Integrated Form Fields

24. DO:
Text And A Button

25. DON’T:
Keep It In The
Right Rail

26. DON’T:
Make It Look
Like A Banner

27. And Remember…
The user shouldn’t “work” for you.
This means:
• Minimal form fields
• When possible - “automatic” integration
(facebook connect, paypal, etc)

28. Track Your Data

29. A/B Test Everything!
George Clooney's Surprising
Family History
You Won't Believe Who's
Related to Abraham Lincoln
387.5%

30. A/B TEST
EVERYTHING!
57%

31. QUESTIONS?

32. inbar.y@taboola.com
THANK YOU!
www.linkedin.com/in/inbaryagur