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Content Marketing Revolution: How to Generate Quality Traffic in 2014
This document discusses the importance and growth of content marketing. It provides examples of early content marketing from companies in the 1890s-1950s. It then summarizes current content marketing tactics and spending in the UK. The rest of the document focuses on how Taboola helps distribute content at scale through recommendations, the benefits for marketers and publishers, examples of content that performs well, and tips for optimizing content for mobile and continuous testing.
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Content Marketing Revolution: How to Generate Quality Traffic in 2014
- 1. The Content MarketingRevolution How to Generate Quality Traffic in 2014 <CUSTOMER LOGO> Steven Emms Taboola Europe
- 2. Content marketing isnot 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. Content marketing usagein the UK (by tactic)
- 4. Content marketing spendingin the UK (next 12 mos.)
- 5. Marketing content bythe 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. Challenges when choosingcontent distribution • Cost • Scale • Measurement
- 7. How Taboola recommendationworks 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. 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. Example: Content drivese-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. What kind ofcontent 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. Tip: Design contentfor mobile consumption DESKTOP TV MOBILE TABLET
- 12. Tip: Continuous testing& optimisation are key
- 13. Taboola by thenumbers • 3 Billion daily recommendaJons • 300 Million monthly users • 5 Million+ sourced content items • 1000+ sourced content providers 13
- 14. Thank You! www.Taboola.com @Taboola