Blinkist is a content company and for the past two years, we have been focusing on how to produce content that will perform in our acquisition campaigns. Paid Content Distribution is not an easy channel, there are many variables to take in consideration: from the native advertising platforms and their inner workings (Outbrain, Taboola, RevContent) to landing page optimisation. Find out all about Blinkist’s journey through the world of paid content and how we managed to make this medium one of our biggest channels for mobile acquisition.

1. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
HOW TO MAKE PAID
CONTENT MARKETING
YOUR ACQUISITION
MACHINE
@minigloo

2. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
💻 Computer Science
📊 8 years of experience in marketing
🍕 From Italy with Love
🍺 Living in Berlin
🦉 See you on Twitter @minigloo
GESSICA BICEGO
DIRECTOR OF PERFORMANCE MARKETING
BLINKIST

3. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
WHAT IS
BLINKIST
Blinkist transforms the key insights
from the best nonfiction books
into a format that you can read or
listen to in just 15 minutes

4. WHAT IS
PAID CONTENT?
#MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18

5. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
This is an example of a mobile app
install ad on Facebook.
WHAT IS PAID
CONTENT

6. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
Using a blog to acquire users
through native advertising
platforms such as Outbrain and
Taboola.
WHAT IS PAID
CONTENT

7. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
WHAT IS PAID
CONTENT

8. WHY
PAID CONTENT?
#MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18

9. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18

10. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
WHY
PAID CONTENT?
To diversify your portfolio and not
depend on one single channel.
0
4.5
9
13.5
18
M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12
CPM

11. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
WHY
PAID CONTENT?

12. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
WHY
PAID CONTENT?
The online news consumption is
increasing YoY

13. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
WHY
PAID CONTENT?
+11% Higher LTV (better renewal rates,
bigger purchase value, less cancellation)

14. HOW DO YOU
SCALE PAID
CONTENT?
#MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18

15. TEASER
& HEADLINE
1
#MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18

16. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
1. TEASER
& HEADLINE
Prequalify your audience

17. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
Prequalify your audience
Sensational and real
1. TEASER
& HEADLINE

18. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
Prequalify your audience
Sensational and real
Consistent with article
1. TEASER
& HEADLINE

19. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
Prequalify your audience
Sensational and real
Consistent with the article
Powerful tool for headlines testing
1. TEASER
& HEADLINE

20. LANDING
PAGES
2
#MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18

21. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
+30%
V2S Rate
Conversion elements
2. LANDING
PAGES

22. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
Conversion elements
Reading experience should be seamless
2. LANDING
PAGES

23. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
-19%
V2S Rate
2. LANDING
PAGES

24. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
-35%
V2S Rate
Conversion elements
Reading experience should be seamless
Less is more
2. LANDING
PAGES

25. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
Conversion elements
Reading experience should be seamless
Less is more
Start with a simple layout
2. LANDING
PAGES

26. CONTENT
ARTICLE
3
#MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18

27. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
3. CONTENT
ARTICLE
Provide good and relevant content

28. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
3. CONTENT
ARTICLE
Provide good and relevant content
User first

29. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
3. CONTENT
ARTICLE
Provide good and relevant content
User first
Relate to the product

30. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
3. CONTENT
ARTICLE
Provide good and relevant content
User first
Relate to the product
Experiment step by step

31. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
3. CONTENT
ARTICLE

32. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
Transform a drinking cup into a holy grail
3. CONTENT
ARTICLE

33. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
Transform a drinking cup into a holy grail
user quote
+29%
V2S Rate
3. CONTENT
ARTICLE

34. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
Transform a drinking cup into a holy grail
user quote
image VS Video
+29
+36%
V2S Rate
3. CONTENT
ARTICLE

35. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
Transform a drinking cup into a holy grail
user quote
image VS Video
intro (short + product)
+29
+33%
V2S Rate
+36
3. CONTENT
ARTICLE

36. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
Transform a drinking cup into a holy grail
user quote
image VS Video
intro (short + product)
gender flip
+29
+4%
V2S Rate
+36
+33
3. CONTENT
ARTICLE

37. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
Transform a drinking cup into a holy grail
user quote
image VS Video
intro (short + product)
gender flip
+150%
V2S Rate
3. CONTENT
ARTICLE

38. CAMPAIGN
OPTIMISATION
4
#MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18

39. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
4. CAMPAIGN
OPTIMISATION
cpc based

40. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
cpc based
organic uplift for CAC calculation
4. CAMPAIGN
OPTIMISATION

41. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
cpc based
organic uplift for CAC calculation
automation (publishers)
4. CAMPAIGN
OPTIMISATION

42. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
cpc based
organic uplift for CAC calculation
automation (budget)
life of a content
4. CAMPAIGN
OPTIMISATION

43. PAID CONTENT
IN A BLINK
#MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18

44. #MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
Attract users with the right teaser/headline
Drive them to an entertaining content
Convert them with a conversion element in the LP
Keep testing the drinking cups
Revamp the campaigns
Optimise everyday (and automate)
PAID CONTENT
IN A BLINK

45. THANK YOU!
QUESTIONS?
#MAUVEGAS
TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
@minigloo