כנס ירושלים לשיווק באינטרנט 2015 | How to succeed with content marketing | דן שרמן

1. How to succeed with content marketing JUNE 2nd 2015 Dan Sherman Director of Conversion Op0miza0on

2. Nice to meet you Dan Sherman 41 years old, Married +4 13 years in the online marke0ng world Previously @ Conduit & deltathree Occasional marathon runner Works at Outbrain since 2014

3. Outbrain helps readers discover content

4. WE BRING TOGETHER THE WORLD'S LEADING PUBLISHERS AND BRANDS

5. Outbrain at a Glance 500 MILLION Unique visitors 20 billion Page views 190 BILLION Recommendations OVER 77% INTERNET REACH IN US

6. TheCustomer

7. The customer journey Discovery Realization of need ConsideraTion Conversion Retention

8. It takes 10.4 sources of information to make a decision Zmot report by Google

9. Comscore data mine|NIELSEN 22%SOCIAL NETWORKING 21%SEARCH 19%EMAILS/ COMMUNICATION 20%READING CONTENT 5%ONLINE SHOPPING 13%MULTI-MEDIA SITES How People Spend Their Time

10. Bannerblindness

11. Display advertising click-through-rates are dying 8% 7% 6% 5% 4% 3% 2% 1% 0% 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 ** The Linus Group, Linus Report.

12. *Nanigans -‐ Global CPM Facebook Adver0sing Benchmark Report Q2-‐2014 *RKG-‐ Digital Marke0ng Report Q2-‐2014 Ad Prices are Rising +218% year-over-year +10% year-over-year U.S. Paid Search TrendsCPM Global

13. Recommenda0ons from people I know Branded websites Consumer opinions posted online Editorial content such as newspaper ar0cles Ads on TV Brand sponsorships Ads in newspaper Ads in magazines Billboards and other outdoor adver0sing Ads on radio Emails I signed up for Ads before movies TV program product placement Ads served in search engine results Online video ads Ads on social networks Display ads on mobile devices Online banner ads Text ads on mobile phone 84% 69% 68% 67% 62% 61% 61% 60% 57% 57% 56% 55% 56% 48% 48% 48% 45% 42% 37% % point change from 2007 6% 9% 7% N/A 6% 12% -‐2% 4% N/A 3% 7% 18% N/A 14% N/A N/A N/A 16% 19% % of global online consumers, indica0ng that they completely or somewhat trust each form Source: Nielsen Trust in Advertising

16. of consumers like reading content from brands or businesses if it’s valuable 82%

17. digital marketing trends for 2015 Content Marke0ng 29.6% 14.6% 12.8% Big Data Marke0ng Automa0on Mobile Marke0ng 11.0% 8.9% Social media marke0ng and CRM CRO/Improving website experiences SEO Communi0es Paid search marke0ng Partnerships Display Other Online PR 7.8% 4.3% 3.1% 3.0% 1.5% 1.5% 1.5% 1.0% The State of Digital Marke0ng in 2015 Source: Smart Insights| January 15’

18. Source: [CMI, 2014] 86%of b2b companies 77%of b2c’s and use content marketing to build their brands online and generate more sales.

19. The big brands are already there

20. (@mikolevy) #digital14

21. “We don’t bring the product to the consumer, we bring consumers to the product”

22. How can you do it?

23. 1.Defineyouraudience

24. AWARENESS CONSIDERATION Conversion • Traffic • Impressions • Unique visitors • Demo data • Brand Lift • Time spent on content • Page views per session • Content scroll downs • Bounce rate • Return visitors • Social lift • Search lift • Brand lift • Purchases • Video views • Sign-ups • Downloads • Installs • Visits to high-value pages • Retargeting • Brand lift 2. Define your kpi

25. 3.Createcontent OWNED PROPERTIES EARNED media paid media SOCIAL PLATFORMS brand website product reviews sponsored content content hub media coverage native advertising

26. 4. Measurement

27. 4. Measurement From last click Attribution to multi touch Attribution 100% last Interaction

28. From last click Attribution to multi touch Attribution 100% 100% last Interaction First Interaction 20% 20% 20% 20% 20% Linear 10% 30% 10% 40% 10% Position Based 4. Measurement

29. 5. Distribute it (@mikolevy) #digital14

30. OrganicReachisDying Average Organic Reach of Content Published on Brand Facebook Pages 12.00% All Pages Pages w/ >500 Likes 10.00% 8.70% 8.00% 6.15% 6.00% 7.70% 11.58% 12.05% Analysis of 100+ Facebook Brand Pages around the world with more than 48 million total fans conducted by Social@Ogilvy in February 2014. Please see our report, "Facebook Zero" at hkp://social.ogilvy.com for details. 4.00% 4.04% 3.51% 2.97% 2.71% 2.11% 2.00% Oct '13 Nov Dec Jan '14 Feb

31. If it's worth creating, it's worth paying to promote

32. Short diges0ble paragraphs

33. A discovery module

34. Social sharing buttons & user touch-‐ points above & below the content

35. We are hiring

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