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THE ROI OF CONTENT DISCOVERY| ANDRIES DE VILLIERS
THE ROI OF
CONTENT
DISCOVERY
1
LAURA PHELPS BRANDON BERGMARK
Digital Media Manager,
Hewlett Packard Enterprise
Tech Industry Lead, North America
Outbrain
THE ROI OF CONTENT DISCOVERY
DIGIDAY BRAND SUMMIT 2016
PREMIUM PUBLISHER PARTNERS BRAND PARTNERSHIPS
If You’re On The Web, You’ve Seen Outbrain
THE ROI OF CONTENT DISCOVERY
3
The Outbrain
Interest Graph
FASHION
MOVIES
PARENTING
ISLAND ESCAPES
H O L I D A Y S H O P P I N G
F I N A N C I A L P L A N N I N G
A E R I A L P H O T O G R A P H Y
E M E R G I N G M A R K E T S
W E E K E N D G E T A W A Y S
GARDENING BASICS
BASEBALL
R O A D T R I P S
RUNNING
A R T I S A N A L F U R N I T U R E
I M P A C T I N V E S T I N G
E D U C A T I O N A L A P P S
ENTREPRENEURIALISM
INTERIOR DESIGN
POLITICAL RACES
M E D I T A T I O N W O R K S H O P S
WEBSITE DESIGN
CYBERSECURITY
HEALTHY COOKIN G
R E T I R E M E N T P L A N N I N G
S M A L L S P A C E S O L U T I O N S
THE ROI OF CONTENT DISCOVERY
4
The Outbrain
Interest Graph
FASHION
MOVIES
PARENTING
ISLAND ESCAPES
H O L I D A Y S H O P P I N G
F I N A N C I A L P L A N N I N G
A E R I A L P H O T O G R A P H Y
E M E R G I N G M A R K E T S
W E E K E N D G E T A W A Y S
GARDENING BASICS
BASEBALL
R O A D T R I P S
RUNNING
A R T I S A N A L F U R N I T U R E
I M P A C T I N V E S T I N G
E D U C A T I O N A L A P P S
ENTREPRENEURIALISM
INTERIOR DESIGN
POLITICAL RACES
M E D I T A T I O N W O R K S H O P S
WEBSITE DESIGN
CYBERSECURITY
HEALTHY COOKIN G
R E T I R E M E N T P L A N N I N G
S M A L L S P A C E S O L U T I O N S
THE ROI OF CONTENT DISCOVERY 5
ENGAGE
ASK
SHARE
RESEARCH
TRUST
DISCOVER
AWARENESS
ADVOCATE
Brands Use Content to Tell Their Story Throughout the Consumer Journey
BUY
CONSIDER
BROWSE
THE ROI OF CONTENT DISCOVERY 6
Hewlett Packard Enterprise Case Study:
Harnessing Content Discovery Across HPE’s
Consumer Journey
HPE Matter:
• Digital magazine that features business leaders sharing their
perspectives on a technology-driven world
• Launched in 2014, updated monthly, now on its 13th issue.
• Partnership with Outbrain began from Issue #1 through today
Content Challenge:
• Expand content strategy beyond awareness/site traffic
• Connect customers with content to influence HPE white paper
downloads
• Prove the ROI of content discovery
THE ROI OF CONTENT DISCOVERY 7
Awareness / Engagement:
Fill the funnel and deepen engagement through
personalized content experiences
• Drive awareness + discover new audiences w/
content recommendations driving to ungated HPE
editorial
• Retarget engaged readers with personalized HPE
business content recommendations to move them
through the funnel
• Uncover and amplify the best performing content
types
• Gather content insights to inform future strategy
Upper Funnel Strategy
THE ROI OF CONTENT DISCOVERY 8
Lead Generation:
Continue the conversation with engaged customers
by connecting them with relevant, but gated, HPE
content to influence requests for info.
• Uncover the top content, contexts and creative
driving conversion
• Look-alike model top performing attributes,
optimize and scale for conversion efficiency
• Gather content insights from upper and lower
funnel interactions to inform future strategy
Lower Funnel Strategy
THE ROI OF CONTENT DISCOVERY
HPE Case Study:
Results
.16% / .13%
CTR
(Mobile / Desktop)
$.23 / $.31
eCPC
(Mobile / Desktop)
$35.67 / $31.27
CPA
(All Tactics / Desktop Only)
3% / 3.63%
Conversion Rate
(All Tactics / Desktop Only)
AWARENESS METRICS CONVERSION METRICS
FY 2016 Editorial Campaign Data Business of Hacking 8/1 – 10/31 /16 Campaign Data
THE ROI OF CONTENT DISCOVERY 10
HPE Case Study:
The ROI of Content Discovery throughout the Consumer Journey
Outcomes:
• Outbrain continues to deliver ever
more cost-efficient traffic for the
upper-funnel awareness campaign
• Outbrain is the top performer of the
lower-funnel campaigns, establishing
benchmark for all partners: $28 CPA
• Proving the ROI of content and content
discovery is helping forge new
partnerships among new HPE business
units
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
$0.00
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
$70.00
$80.00
August September October
HPE Conversions
CPA Conv. Rate
THE ROI OF CONTENT DISCOVERY 11
PERFORMANCE
Partnership Highlights
RESULTS
• Delivering a positive ROI
• Consistently a top performer
TEAMWORK AGILITY
• Flexibility in midst of
shifting goals and budgets
• Collaborative relationship
• Knowledgeable and consultative
THE ROI OF CONTENT DISCOVERY
THANK YOU
12

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Dialog with Outbrain: The ROI of content discovery, Digiday Brand Summit, December 2016

  • 1. THE ROI OF CONTENT DISCOVERY| ANDRIES DE VILLIERS THE ROI OF CONTENT DISCOVERY 1 LAURA PHELPS BRANDON BERGMARK Digital Media Manager, Hewlett Packard Enterprise Tech Industry Lead, North America Outbrain
  • 2. THE ROI OF CONTENT DISCOVERY DIGIDAY BRAND SUMMIT 2016 PREMIUM PUBLISHER PARTNERS BRAND PARTNERSHIPS If You’re On The Web, You’ve Seen Outbrain
  • 3. THE ROI OF CONTENT DISCOVERY 3 The Outbrain Interest Graph FASHION MOVIES PARENTING ISLAND ESCAPES H O L I D A Y S H O P P I N G F I N A N C I A L P L A N N I N G A E R I A L P H O T O G R A P H Y E M E R G I N G M A R K E T S W E E K E N D G E T A W A Y S GARDENING BASICS BASEBALL R O A D T R I P S RUNNING A R T I S A N A L F U R N I T U R E I M P A C T I N V E S T I N G E D U C A T I O N A L A P P S ENTREPRENEURIALISM INTERIOR DESIGN POLITICAL RACES M E D I T A T I O N W O R K S H O P S WEBSITE DESIGN CYBERSECURITY HEALTHY COOKIN G R E T I R E M E N T P L A N N I N G S M A L L S P A C E S O L U T I O N S
  • 4. THE ROI OF CONTENT DISCOVERY 4 The Outbrain Interest Graph FASHION MOVIES PARENTING ISLAND ESCAPES H O L I D A Y S H O P P I N G F I N A N C I A L P L A N N I N G A E R I A L P H O T O G R A P H Y E M E R G I N G M A R K E T S W E E K E N D G E T A W A Y S GARDENING BASICS BASEBALL R O A D T R I P S RUNNING A R T I S A N A L F U R N I T U R E I M P A C T I N V E S T I N G E D U C A T I O N A L A P P S ENTREPRENEURIALISM INTERIOR DESIGN POLITICAL RACES M E D I T A T I O N W O R K S H O P S WEBSITE DESIGN CYBERSECURITY HEALTHY COOKIN G R E T I R E M E N T P L A N N I N G S M A L L S P A C E S O L U T I O N S
  • 5. THE ROI OF CONTENT DISCOVERY 5 ENGAGE ASK SHARE RESEARCH TRUST DISCOVER AWARENESS ADVOCATE Brands Use Content to Tell Their Story Throughout the Consumer Journey BUY CONSIDER BROWSE
  • 6. THE ROI OF CONTENT DISCOVERY 6 Hewlett Packard Enterprise Case Study: Harnessing Content Discovery Across HPE’s Consumer Journey HPE Matter: • Digital magazine that features business leaders sharing their perspectives on a technology-driven world • Launched in 2014, updated monthly, now on its 13th issue. • Partnership with Outbrain began from Issue #1 through today Content Challenge: • Expand content strategy beyond awareness/site traffic • Connect customers with content to influence HPE white paper downloads • Prove the ROI of content discovery
  • 7. THE ROI OF CONTENT DISCOVERY 7 Awareness / Engagement: Fill the funnel and deepen engagement through personalized content experiences • Drive awareness + discover new audiences w/ content recommendations driving to ungated HPE editorial • Retarget engaged readers with personalized HPE business content recommendations to move them through the funnel • Uncover and amplify the best performing content types • Gather content insights to inform future strategy Upper Funnel Strategy
  • 8. THE ROI OF CONTENT DISCOVERY 8 Lead Generation: Continue the conversation with engaged customers by connecting them with relevant, but gated, HPE content to influence requests for info. • Uncover the top content, contexts and creative driving conversion • Look-alike model top performing attributes, optimize and scale for conversion efficiency • Gather content insights from upper and lower funnel interactions to inform future strategy Lower Funnel Strategy
  • 9. THE ROI OF CONTENT DISCOVERY HPE Case Study: Results .16% / .13% CTR (Mobile / Desktop) $.23 / $.31 eCPC (Mobile / Desktop) $35.67 / $31.27 CPA (All Tactics / Desktop Only) 3% / 3.63% Conversion Rate (All Tactics / Desktop Only) AWARENESS METRICS CONVERSION METRICS FY 2016 Editorial Campaign Data Business of Hacking 8/1 – 10/31 /16 Campaign Data
  • 10. THE ROI OF CONTENT DISCOVERY 10 HPE Case Study: The ROI of Content Discovery throughout the Consumer Journey Outcomes: • Outbrain continues to deliver ever more cost-efficient traffic for the upper-funnel awareness campaign • Outbrain is the top performer of the lower-funnel campaigns, establishing benchmark for all partners: $28 CPA • Proving the ROI of content and content discovery is helping forge new partnerships among new HPE business units 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% $0.00 $10.00 $20.00 $30.00 $40.00 $50.00 $60.00 $70.00 $80.00 August September October HPE Conversions CPA Conv. Rate
  • 11. THE ROI OF CONTENT DISCOVERY 11 PERFORMANCE Partnership Highlights RESULTS • Delivering a positive ROI • Consistently a top performer TEAMWORK AGILITY • Flexibility in midst of shifting goals and budgets • Collaborative relationship • Knowledgeable and consultative
  • 12. THE ROI OF CONTENT DISCOVERY THANK YOU 12

Editor's Notes

  1. Brandon, introducing Laura. Introducing topic of presentation
  2. Brandon providing snapshot view of Outbrain
  3. Brandon explaining how Outbrain’s interest graph places the right content in front of the right user
  4. Brandon explaining how Outbrain’s interest graph places the right content in front of the right user
  5. Brandon explains that Content Marketing – and Outbrain – is an effective approach across the customer journey. Brandon references that HPE, in fact, is using its own content across the customer journey and hands it over to Laura.
  6. Laura explains what HPE’s mission is and how Matter supports that mission. CLICK to replace “old” Matter screenshot with “new” Matter screenshot
  7. Laura explains that HPE Matter’s original (and continuing) objective was to drive engaged, qualified audiences to its pages. Before next slide, Laura explains that HPE wanted to extend the value of its content and to see if it could achieve lower-funnel goals. CLICK to begin build on Outbrain traffic delivery.
  8. Laura continues to discuss the strategy of leveraging content to drive qualified leads, and speaks to the success of The Business of Hacking campaign. CLICK to begin build on Outbrain traffic delivery.
  9. Laura and/or Brandon share the metrics from the campaign
  10. HP Enterprise team successfully expanded the scope of their content marketing efforts, to drive X ROI through content discovery Outbrain was top performer on plan, setting CPA benchmark of $28 While Mobile had best engagement rates, Desktop had most efficient conversions, highlighting importance of a cross-channel strategy for full-funnel impact The addition and success of the lower funnel campaign helped bridge partnerships and communication between different teams at HPE and helped show a new measure for ROI for the HPE Matter site