Content Marketing Revolution: How to Generate Quality Traffic in 2014

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2014 is being touted by many as The Year of Content. When done well, content marketing is good old-fashioned storytelling, which is more compelling than traditional, in-your-face advertising. Great content builds trust, is more likely to be shared in social media, has a long-lasting impact, and is great for SEO.

But the widening sea of content being churned out so many is making it increasingly difficult for brands to surface their content to a targeted audience, at scale.

Content recommendation platforms have become a key tool for ensuring content is viewed by targeted audiences, helping marketers lift brand awareness, build traffic, and generate product interest through content, at a highly competitive CPC/CPA.

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Content Marketing Revolution: How to Generate Quality Traffic in 2014

  1. 1. The Content Marketing Revolution How to Generate Quality Traffic in 2014 <CUSTOMER  LOGO>   Steven  Emms   Taboola  Europe  
  2. 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. 3. Content marketing usage in the UK (by tactic)
  4. 4. Content marketing spending in the UK (next 12 mos.)
  5. 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. 6. Challenges when choosing content distribution •  Cost   •  Scale   •  Measurement  
  7. 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. 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. 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. 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. 11. Tip: Design content for mobile consumption DESKTOP   TV   MOBILE   TABLET  
  12. 12. Tip: Continuous testing & optimisation are key
  13. 13. Taboola by the numbers •   3  Billion  daily  recommendaJons   •   300  Million  monthly  users   •   5  Million+  sourced  content  items   •   1000+  sourced  content  providers   13
  14. 14. Thank You!   www.Taboola.com   @Taboola  

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