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Smart Content Optimisation for Ultimate Engagement

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Data and insights that can help your content “run that extra mile” in 2014.

Published in: Business, Technology
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Smart Content Optimisation for Ultimate Engagement

  1. 1. Headline Engagement INSIGHTS Gemma Slavin
  2. 2. What Kinds of Headlines Attract People? When headlines feature any of the elements listed along the x- axis, they generate significantly more engagement among readers > Up to 42% HIGHER AVERAGE CTR
  3. 3. Key Findings • The “W” That Counts Headlines that included the word “who” generated a 42% higher CTR than headlines without the word “who.” • So Hot Right Now Headlines with the word “hot” achieved a 32% higher CTR than headlines without this word. • Curiosity Killed The Cat Headlines with the word “surprise(s)” generated a 30% higher CTR than headlines without this word.
  4. 4. Key Findings (cont’d) • Give Me The Dirty Details Headlines that used negative superlatives (“worst” or “never”) performed 29% better than headlines that did not. Likewise, headlines that contained the word “lie(s)” outperformed headlines without this word by 14%. • Let Me See! Headlines featuring the word “photo(s)” performed 29% better than headlines without this word. • “Don’t” is a Do Headlines that contained the word “don’t” generated an 8% higher CTR than headlines without this word.
  5. 5. What Kinds of Headlines Repel People? When headlines feature any of the elements listed along the x- axis, they generate significantly less engagement among readers > Up to 46% LOWER AVERAGE CTR
  6. 6. Key Findings • Let Me Guess…Easy as 1-2-3? Headlines with the word “easy” generated a 46% lower CTR than headlines without this word. • I Can’t Watch Now Headlines featuring the word “watch” performed 24% worse than headlines without this word. • Positive Overload Headlines that used positive superlatives (“always” or “best”) performed 23% worse than headlines that did not. • Do You Know Me? Headlines that made references to the reader by including the word, “you” “your” or “you’re” performed 21% worse than headlines that did not.
  7. 7. Key Findings (cont’d) • Stop With All the Commands! Headlines that used an imperative (“must” or “need”) generated a 20% lower CTR than headlines that did resort to such pushy language. • Readers Have Spam Filters, Too Headlines that contained the word “credit” generated a 27% lower CTR than those that did not. Likewise, the headlines with the words “cure”, “magic”, or “free” performed worse than headlines without these words (19%, 18%, and 11% lower, respectively).
  8. 8. What the impact of headline length on performance? Moderate headline lengths perform best, with engagement declining towards the shorter and longer ends of the spectrum > Headlines with 81 – 100 characters show the HIGHEST AVERAGE CTR > Headlines with 16 – 18 words generate the HIGHEST AVERAGE CTR
  9. 9. Owned VS. Earned Content Performance Engagement INSIGHTS Ben Peacock
  10. 10. Owned VS. Earned Content Performance Earned media campaigns generate more engagement than owned media campaigns run by brands in Outbrain’s network › 27% higher average CTR on EARNED CONTENT When targeting mobile users, earned media campaigns cost less than owned media campaigns › 16% lower average CPC on EARNED CONTENT
  11. 11. Amplifies Positive Earned Media in Real Time with Outbrain Outbrain is part of our PR arsenal now. We’re not only able to use it strategically for earned media; we’re using it opportunistically as well. We plan to do more this year. - MOLLY MCKENNA, DIRECTOR OF PUBLIC RELATIONS AT MCDONALD’S Outbrain + McDonald's=We're lovin' it!
  12. 12. With only a handful of seeding campaigns with Outbrain, McDonalds increased the reach of their earned media by 10%.
  13. 13. U.K. Engagement by Traffic Source
  14. 14. Shelter Amplifying Conversions The Tenancy Deposit Checker was part of a larger content marketing campaign advising on deposit protection. This tool had a conversion rate of 23% and a CPA of £1.3 74,000 consumers have read the positive reviews so far, at a cost of £0.15 pence/click
  15. 15. • 290 000 readers since launch • Great editorial content • High CTRs up to 0.25% • Mobile and desktop targeting • 15% bounce. Significantly lower compared to Display and Facebook • Featured on mix of publishers both broadsheets and tabloids, attracting different target audiences • Post-Click Engagement. Installing the Outbrain widget
  16. 16. Mobile Optimisation INSIGHTS James Byrne
  17. 17. Based on the current rate of change and adoption, the mobile web will be bigger than desktop Internet use by 2015. (Morgan Stanley, 2013) An independent consumer trend report published by Netbiscuits in May 2013, found that over 25% of respondents spend more than 6 hours on the mobile web each day. (Netbiscuits, 2013) Among the top 100 advertiser websites, just 37% were optimised for mobile. (Internet Advertising Bureau, 2013) 76% of consumers will leave a brands mobile website if it is not optimized for mobile. (Netbiscuits, 2013)
  18. 18. Material Upside for Mobile Ad Spend vs. Mobile Usage Source: KPCB
  19. 19. Total Minutes (000) There are 580% more total minutes spent on optimised sites 4,500 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500 0 3,970 Definition: Total Minutes The total number of (usage) minutes spent by visitors on the website during the report month. 584 Non - optimised Optimised Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
  20. 20. The average minutes per visitor increased by 2 minutes on optimised sites Average Minutes per Visitor 6 5 5 Definition: Average Minutes per Visitor 4 3 3 The average number of minutes spent on the website during the month, per visitor. 2 1 0 Non - optimised Optimised Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
  21. 21. Mobilize your content: Objectives 1 Drive app downloads 2 Build your social following 3 Acquire newsletter subscriptions 4 Increase sales Things to consider 1 User experience • Mobile friendly content site • Responsive/behavioural design 2 Device Targeting • Key consumption times • Key consumption formats
  22. 22. Brands that have Responsive Design
  23. 23. Baines & Ernst Launches A New Site Using Responsive Web Design And Mobile Conversions Leap 51% “Our main focus was to deliver a consistent user experience across all the devices so our potential customers can find the right information on any screen.” — Imran Khan, Head of Online, Baines & Ernst Source: Google Think Insights
  24. 24. Optimisation Recommendations Traditional Implementation country divided almost equally between the pre dominantly Muslim north and the mainly Christian south. The insurgency poses the greatest threat in years to the security of a country of more than 160 mil lion, which is Africa's biggest oil producer and most populous nation. More from the Guardian Morsi supporters in Egypt pledge to die rather than disband protest Guantánamo Bay: the US was dead wrong, but no one can admit itod Guardian/ICM poll: public confidence in Tories' economic competence surges From Around The Web Outraged Muslims pelt charity walkers with stones (Daily Star) If You Want To Be Awesome At Emails, Add Yesware To Your Gmail Today (Forbes) How just £5 a day has grown to over £275,000 over 25 years (Hargreaves Lansdown) Recommended by Latest Implementation For articles, mobile CTR is 34% higher than desktop CTR and 8% higher than tablet CTR
  25. 25. Best Practises Rachel Barber
  26. 26. Thank You

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