VIP session Content Marketing Lab
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Content discovery theory, best practices and case studies
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VIP session Content Marketing Lab
- 1. Content Marketing Lab DOMINIC WYLD – UK ENTERPRISE ACCOUNT DIRECTOR
- 2. The Next 1h… • Who We Are • What makes a “best practice” – Quiz! • Content that converts • Q + A
- 3. Where Did It All Begin?
- 4. That “Moment” When You Discover Something For The First Time
- 5. Company Milestones Founded Taboola to recommend videos Became leader in video discovery Launched “Sponsored Content” and moved into articles, galleries Became the largest global discovery platform 2007 2012 2011 2015
- 7. Established Brands Use Discovery To Inspire Consumers
- 8. How Advertisers Reach Customers
- 9. Powering Over 1.3B Moments of Discovery Every Month
- 10. Powering Over 1.3B Moments of Discovery Every Month
- 11. Discovery Can Be Utilized at Every Stage in The Funnel Awareness Decision Loyalty Consideration
- 12. Cook and Enjoy. It Really Is That Simple - Watch BlueApron You May like You May like Cook and Enjoy. Start today. BlueApron 7 Reasons Why Glasses You May like Drive Performance at Every Stage of the Funnel
- 14. The Different Ways To Use The Network
- 15. Content Marketing Lab – Case Studies
- 18. Content Marketing Lab – Tips and Tricks
- 19. Tips and Tricks Test Multiple Creatives Test multiple title variations and images per URL, to see what works best for your content. Start with at least two images and five titles, though you can always test more.
- 20. Tips and Tricks Whenever possible, split your campaigns by platform. User behavior on mobile and desktop is very different. This will help maximize your potential. Split By Platform
- 21. Question Time
- 22. QUESTION TIME - IMAGE Q: Which of the images here should perform best according to our best practice?
- 23. QUESTION TIME - IMAGE Q: Which of the images here should perform best according to our best practice?
- 24. QUESTION TIME - IMAGE Q: Which of the images here should perform best according to our best practice?
- 25. QUESTION TIME - IMAGE Q: Which of the images here should perform best according to our best practice?
- 26. QUESTION TIME - IMAGE Q: You are a retailer selling headphones, which of the images would convert best for your site? BONUS: Which would be worth AB testing?
- 27. QUESTION TIME - IMAGE Q: You are a bank wanting people to sign up to your new pension scheme, which image would you use? BONUS: Which would be worth AB testing?
- 28. QUESTION TIME - IMAGE Q: You are a travel agent and have written a blog about the best beaches for couples to visit, which of the images would you use? BONUS: Which would be worth AB
- 29. QUESTION TIME - IMAGE Q: You are a delivery company selling “take away” food for people to cook at home, which image would you use?
- 30. Using people and faces works best Show how users can interact with the product or service you are offering Use bright colours Avoid overlaying text and avoid clutter
- 31. QUESTION TIME - TITLE People all over the world love this service Students are loving this food delivery service People can’t stop talking about this new service
- 32. QUESTION TIME - TITLE A recent university study has shown that apologising to your partner can save your relationship Why apologising to your partner can save your relationship Research has shown that apologising to your partner can save your relationship
- 33. QUESTION TIME - TITLE Weight loss can be achieved through the help of these recipes 5 recipes that will help you lose weight Here are a list of recipes that will help you lose weight
- 34. QUESTION TIME - TITLE Latest report shows why more sleep is good for you Discover How More Sleep Will Make You More Successful In Life Study shows how more sleep can improve your well- being
- 35. QUESTION TIME - TITLE 5 best sounding headphones of 2017 These headphones sound great – you should buy them Best headphones for under $50
- 36. QUESTION TIME - TITLE Top 5 romantic beaches These 5 beaches are amazing for couples Look at this gallery for some romantic beaches
- 37. QUESTION TIME - TITLE Watch this amazing video of dolphins jumping Watch This Amazing Video Of Dolphins Jumping Look at this incredible video of dolphins jumping
- 38. Inspiration from Highest Performing Headlines and Images
- 39. Call out your audience Front load the main point Use numbered lists Use intrigue Set user expectation
- 40. Creating Content Pages That Convert
- 41. Write Your Content INFORM FIRST, SELL SECOND. How These Simple Muffins Will Transform the Way You Eat Users arriving on your page are discovering you for the first time. Start on the right foot by engaging and informing them. BE PRECISE. Speak directly about your product and value proposition. Users won’t buy into your brand if they don’t know what it is and why they should.
- 42. Design Your Page Keep it short. 400-600 words will be just enough to get your point across without it feeling like hard work for the user. B2B content can be longer.
- 43. Top it off with an image. Adding a picture at the beginning or midway through the article will help make your page inviting. Make sure the image doesn’t take up the entire width of the page so the user knows to continue to scroll down.
- 44. Keep it clean, keep it simple. Simple black font on a white background is best to keep the user engaged.
- 45. Make it readable. Bolded sub-headers, relatively big fonts, and short paragraphs will also ensure the user stays on the page.
- 46. Link carefully. If you need to link outside of your site, make sure that link opens in a new tab or window.
- 47. Pop smart. Users will instinctively close pop-up windows without reading them. If you need to rely on a pop-up, then make sure it’s triggered only once a user has truly engaged with your page.
- 48. LOCATION Add a less aggressive CTA about 1/3 of the way down your page. Hyperlinked text in a separate row can work well for this. Place the CTA immediately below the article body. Don’t place your primary CTA in the right rail on desktop. Users will be engaging with the article, and will most likely miss it. Don’t place your CTA below share buttons and/or comments. The user will miss it.
- 49. COPY Tell the user why they should take action in a simple way. Give the user an incentive to take action. A discount, demo, price quote, or some other added value will help increase conversions. Don’t emphasize multiple actions. Your CTA should focus only on your primary goal. Tell the user what to expect post-click. Use precise action-oriented language like “buy” or “sign up,” rather than more generic language like “click here.”
- 50. FORMAT Find creative ways to gamify your action if possible, like using a quiz format. It will make the user more likely to follow through with the action. Don’t make the CTA look like a banner. Users have banner blindness and will ignore it. Even separating your CTA from the article with a block of background color will have this effect. Don’t rely on a floating CTA in the footer. Users will most likely miss that as well.
- 51. Innovate. Videos, photo galleries, quizzes, and other unique content types have the potential to unlock whole new audiences for your product. Experiment with new formats whenever possible - but make sure to keep the above rules in mind!
- 52. Always Be Testing. Technology and browsing habits change and evolve. A/B test major elements of your page on a regular basis to make sure you’re reaching maximum conversion potential.
- 53. Are Products Sold Through Taboola Found on the Original Content Page? of users purchase products directly featured on the promoted page. 26% of users purchase products not featured on the promoted page 74%
- 54. Make sure to link directly to purchase pages. Give users plenty of opportunities to explore beyond the products featured on the page. BEST PRACTICE
- 55. Clear call to action Don’t use the right rail for you CTA Multiple CTAs through the page Provide an incentive
- 56. Thank You Q + A
Editor's Notes
- Hello Thanks
- Think back to when you first realized you could find pretty much anything across the web using a search box. We started Taboola 8 years ago with a vision to do that, only in reverse. We began with video because we thought that was the most challenging format (and btw our founder couldn’t find anything to watch on TV after spending 7 years in the army and thought there has to be a better way). This has allowed us to create moments of discovery for all types of content in every country around the world by connecting people with information they may like, yet never knew existed.. just waiting to be discovered. [TRANSITION] and everyone has something they want to be seen
- Hi I’m BBBB from Taboola and you’ve probably interacted with our recommendations dozens of times a day. Taboola surfaces personalized recommendations that find relevant users, billions of times a day. With the biggest reach, across the best websites, we are where attention is on the web.
- We started 8 years ago as a video recommendations company; building a core technology (algorithm) for video is extremely challenging since there is less meta data available In 2012 we added support for text and image content, and launched our sponsored content marketplace By 2015 we became the world’s largest discovery platform in the world
- ASK THE QUESTION Let me give you two examples that really highlight how brands can take advantage of Taboola’s platform. First, Take a brand like Blue Apron, a cook-for-yourself meal delivery company. This is a new category in for meals, healthier than take away, less effort than planning and meal prep on your own. But as with any new category, consumers may not know it exists or understand how this will be an amazing addition to their lives. This is a sweet spot for content marketing, whether that’s text or video, Blue Apron needs to take potential consumers on a discovery journey with them, to explain the value proposition. Taboola is a ideal avenue for this format, e.g. content, and in the distribution, finding the right potential customers for this product. Blue Apron runs a sophisticated campaign, starting with top of the funnel awareness, and ending with call to action content to get people to test the service. This is all run against tight CPA goals which Taboola has been able to achieve or beat quarter after quarter, helping Blue Apron to become one of the fastest growing players in this space.
- ASK THE QUESTION WHAT DO THEY DO? Another example is Intel, certainly an established household name, but for a relatively dry concept, computer chips. Did you know Intel does so much more? Like power technology in health sciences, medicine, entertainment, sport. No one goes out to search for that information but with discovery, this information can find users who might be interested. Using discovery to tell their story to a new generation of decision makers who now see Intel in a new light.
- There’s something both Intel and Blue Apron have in common, people didn’t know to look for what they were offering. The most common digital advertising levers, search and display, don’t achieve this. Search – incredibly powerful, but ONLY IF someone is looking for you Display– focused on impact and reach, but doesn’t drive action, when was the last time you clicked on a banner? Discovery – allows you to find the right users, and not wait for them to find you. Discovery takes place in content consumption mode, either in Facebook’s walled garden, or with Taboola, on the open web. Consumers find your natively served content in a familiar format and have the choice to click on whatever they find interesting.
- Taboola reaches users all over the world. We are exclusively partnered with the largest and most premium sites in the world. We work with about 5,000 premium sites, and reach over 1 billion users Globally.
- We get this reach by partnering with the best most premium sites. We have in depth partnerships with these sites, with code on site, and true first look inventory, allowing advertisers wide-ranging access to the right users. Many of these partners, such as AOL and NBC, are also investors in the platform.
- Our reach is global and comprehensive
- Regardless of goals or KPIs, Discovery can be used at every stage in the funnel. The only differentiator is the type of content the brand will push out at each stage Brands such as intel use content to change consumer perception of the company, and Chobani uses content to stay top of mind Expedia has an amazing blog called viewfinder which inspires people to travel Capital One and Salesforce use discovery to educate consumers about their different types of products they offer and retarget and back into specific CPA target. Macy’s, on the other hand, uses ROAS as their primary KPI. And for a brand like Verizon, we can reach existing customers with 1st party CRM data
- Full funnel. As I mentioned with blue apron, many advertisers take advantage of our unique placements and re-targeting capabilities to drive users down the funnel. You could serve top of funnel video to create brand awareness, use a carousel unit to tell people more about your brand and drive them to your blog or other informational page, and lastly, when they have been primed to understand your offiering, drive them to a CTA to sell your product or service.
- 10M 100M
- Giving them a reach equivalent to that of facebook and youtube, the difference being that this reach and especially with Taboola exists outside the walle garden ecosystem and presents advertiser content where people are ready to engage with it – on publisher pages
- The underlying message I want you to take through the next bit is that you can use a content discovery channel to do 2 business objectives at the heart of every advertising model – (1) amplify content you already have, whether that be owned or earned media and (2) drive performance to sell more units of whatever prodcuts you may have – be it advertising impressions or cars And what aviva will be showing you next, is how to run effective campaigns to help achieve these goals
- Hi, my name is Aviva and I’m going to go through image, headline and landing page best practices for your native campaigns.
- BIG DECISIONS is a finance website that help people manage their personal finances How to educate audiences about their products and services…use Taboola…promoted educational landing pages 8k subscriptions for emails newsletter! + 4 pages per visit
- BABBEL language learning service How to get language learners into paying customers. …taboola…promoted engaging blog content 100k new leads/month + translated website into 10 languages and expanded into 10 new countries
- PLATED, meal delivery service Reach new customers…promote sponsored article from Food & Wine Magazine to drive people to a free meal signup
- SECRET ESCAPES members only travel company selling discounted luxury stays Drive users to an informative landing page about their service
- 2 images + 5 titles at minimum
- 2
- People, shoulders up
- Avoid Clutter, single focus
- Color!
- Avoid text
- People interacting with products
- CTR is 6.4% higher for pictures with people than the product alone
- Call out your audience…Parents!
- Front load the main point
- Numbers!
- Add Mystery!
- We want to make sur that users take the actions we want them to take Add Watch/Video….shop/buy
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- 3
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- The pages themselves.creatives are one part but the page must then drive in the intended action
- Inform the audience about the value proposition first. Only once they feel that they have received something will they take next step whether that’s an email signup or something else
- Keep it short. 400-600 words
- Add a picture…makes the page inviting. But make suer that the image doesn’t take up the entire width of the page so the user knows to continue
- Clean. Black font on white page
- Short paragraphs, bold subhearders, etc
- Make sure links open in new tabs or windows
- Users close pop ups instinctively. Only use them when a user is really engaged
- Calls to action. Less aggressive 1/3 way down page with a hyperlink. CTA immediately at the end of the article. NOT in right rail. Banner blindness. Don’t put CTA below share buttons
- Explain why the user should take action. Give incentive – discount, demo, etc. Give post-click expectations – Buy now or sign up. NOT click here. DON’T add multiple actions. Focus on the primary goal
- Gamify! Use a quiz. Higher engagement Don’t make the CTA look like a banner. Don’t use a floating footer,
- Innovate with new formats.
- Always test!
- Internet wormhole. THEY ARE CLICKING ON AN ARTICLE!
- readers and skimmers
- This problem we talked about – we have a solution for it! When in doubt – give it to your cranky uncle
- This is taboo la’s blog. check out the bottom of the article We want people to download a content discovery guide we want people to experience our widget
- Assume an engaged audience, who will look for something to do next If you didn’t have them in the first place – you won’t have them for the KPI
- when you track, you learn about your audience, and you can improve everything, a to z you can start seeing patterns in your user’s behavior across channels
- don’t make assumptions! Ask the audience - who got more clicks, george clooney or abe lincoln?