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How to succeed with content marketing
JUNE 2nd 2015
Dan	
  Sherman	
  
Director	
  of	
  Conversion	
  Op0miza0on	
  
Nice to meet you
Dan	
  Sherman	
  
41	
  years	
  old,	
  Married	
  +4	
  
13	
  years	
  in	
  the	
  
online	
  marke0ng	
  
world	
  
Previously	
  @	
  Conduit	
  
&	
  deltathree	
  
Occasional	
  
marathon	
  runner	
  
Works	
  at	
  Outbrain	
  
since	
  2014	
  
Outbrain helps readers discover content
WE BRING TOGETHER
THE WORLD'S LEADING PUBLISHERS AND BRANDS
Outbrain at a Glance
500 MILLION
Unique visitors
	
  
	
  
	
  
20 billion
Page views
	
  
	
  
	
  
190 BILLION
Recommendations	
  
	
  
	
  
OVER 77%
INTERNET REACH IN US
TheCustomer
The customer journey
Discovery
Realization of need
ConsideraTion
Conversion
Retention
It takes 10.4 sources of information
to make a decision
Zmot	
  report	
  by	
  Google	
  
Comscore	
  data	
  mine|NIELSEN	
  
22%SOCIAL
NETWORKING
21%SEARCH
19%EMAILS/
COMMUNICATION
20%READING
CONTENT
5%ONLINE
SHOPPING
13%MULTI-MEDIA
SITES
How People Spend Their Time
Bannerblindness
Display advertising
click-through-rates are dying
8%	
  
7%	
  
6%	
  
5%	
  
4%	
  
3%	
  
2%	
  
1%	
  
0%	
   1996	
   1997	
   1998 	
  1999 	
  2000 	
  2001 	
  2002 	
  2003 	
  2004	
   2005	
   2006	
   2007	
  
**	
  The	
  Linus	
  Group,	
  Linus	
  Report.	
  
*Nanigans	
  -­‐	
  Global	
  CPM	
  Facebook	
  
Adver0sing	
  Benchmark	
  Report	
  
Q2-­‐2014	
  
*RKG-­‐	
  Digital	
  Marke0ng	
  Report	
  Q2-­‐2014	
  
Ad Prices are Rising
+218%
year-over-year
+10%
year-over-year
U.S. Paid Search TrendsCPM Global
Recommenda0ons	
  from	
  people	
  I	
  know	
  
Branded	
  websites	
  
Consumer	
  opinions	
  posted	
  online	
  
Editorial	
  content	
  such	
  as	
  newspaper	
  ar0cles	
  
Ads	
  on	
  TV	
  
Brand	
  sponsorships	
  
Ads	
  in	
  newspaper	
  
Ads	
  in	
  magazines	
  
Billboards	
  and	
  other	
  outdoor	
  adver0sing	
  
Ads	
  on	
  radio	
  
Emails	
  I	
  signed	
  up	
  for	
  
Ads	
  before	
  movies	
  
TV	
  program	
  product	
  placement	
  
Ads	
  served	
  in	
  search	
  engine	
  results	
  
Online	
  video	
  ads	
  
Ads	
  on	
  social	
  networks	
  
Display	
  ads	
  on	
  mobile	
  devices	
  
Online	
  banner	
  ads	
  	
  
Text	
  ads	
  on	
  mobile	
  phone	
  
84%	
  
69%	
  
68%	
  
67%	
  
62%	
  
61%	
  
61%	
  
60%	
  
57%	
  
57%	
  
56%	
  
55%	
  
56%	
  
48%	
  
48%	
  
48%	
  
45%	
  
42%	
  
37%	
  
%	
  point	
  change	
  
from	
  2007	
  
	
  
6%	
  
9%	
  
7%	
  
N/A	
  
6%	
  
12%	
  
-­‐2%	
  
4%	
  
N/A	
  
3%	
  
7%	
  
18%	
  
N/A	
  
14%	
  
N/A	
  
N/A	
N/A	
  
16%	
  
19%	
  
%	
  of	
  global	
  online	
  consumers,	
  indica0ng	
  that	
  
they	
  completely	
  or	
  somewhat	
  trust	
  each	
  form	
  
Source:	
  Nielsen	
  
Trust in Advertising
Recommenda0ons	
  from	
  people	
  I	
  know	
  
Branded	
  websites	
  
Consumer	
  opinions	
  posted	
  online	
  
Editorial	
  content	
  such	
  as	
  newspaper	
  ar0cles	
  
Ads	
  on	
  TV	
  
Brand	
  sponsorships	
  
Ads	
  in	
  newspaper	
  
Ads	
  in	
  magazines	
  
Billboards	
  and	
  other	
  outdoor	
  adver0sing	
  
Ads	
  on	
  radio	
  
Emails	
  I	
  signed	
  up	
  for	
  
Ads	
  before	
  movies	
  
TV	
  program	
  product	
  placement	
  
Ads	
  served	
  in	
  search	
  engine	
  results	
  
Online	
  video	
  ads	
  
Ads	
  on	
  social	
  networks	
  
Display	
  ads	
  on	
  mobile	
  devices	
  
Online	
  banner	
  ads	
  	
  
Text	
  ads	
  on	
  mobile	
  phone	
  
84%	
  
69%	
  
68%	
  
67%	
  
62%	
  
61%	
  
61%	
  
60%	
  
57%	
  
57%	
  
56%	
  
55%	
  
56%	
  
48%	
  
48%	
  
48%	
  
45%	
  
42%	
  
37%	
  
%	
  point	
  change	
  
from	
  2007	
  
	
  
6%	
  
9%	
  
7%	
  
N/A	
  
6%	
  
12%	
  
-­‐2%	
  
4%	
  
N/A	
  
3%	
  
7%	
  
18%	
  
N/A	
  
14%	
  
N/A	
  
N/A	
N/A	
  
16%	
  
19%	
  
%	
  of	
  global	
  online	
  consumers,	
  indica0ng	
  that	
  
they	
  completely	
  or	
  somewhat	
  trust	
  each	
  form	
  
Source:	
  Nielsen	
  
Trust in Advertising
Recommenda0ons	
  from	
  people	
  I	
  know	
  
Branded	
  websites	
  
Consumer	
  opinions	
  posted	
  online	
  
Editorial	
  content	
  such	
  as	
  newspaper	
  ar0cles	
  
Ads	
  on	
  TV	
  
Brand	
  sponsorships	
  
Ads	
  in	
  newspaper	
  
Ads	
  in	
  magazines	
  
Billboards	
  and	
  other	
  outdoor	
  adver0sing	
  
Ads	
  on	
  radio	
  
Emails	
  I	
  signed	
  up	
  for	
  
Ads	
  before	
  movies	
  
TV	
  program	
  product	
  placement	
  
Ads	
  served	
  in	
  search	
  engine	
  results	
  
Online	
  video	
  ads	
  
Ads	
  on	
  social	
  networks	
  
Display	
  ads	
  on	
  mobile	
  devices	
  
Online	
  banner	
  ads	
  	
  
Text	
  ads	
  on	
  mobile	
  phone	
  
84%	
  
69%	
  
68%	
  
67%	
  
62%	
  
61%	
  
61%	
  
60%	
  
57%	
  
57%	
  
56%	
  
55%	
  
56%	
  
48%	
  
48%	
  
48%	
  
45%	
  
42%	
  
37%	
  
%	
  point	
  change	
  
from	
  2007	
  
	
  
6%	
  
9%	
  
7%	
  
N/A	
  
6%	
  
12%	
  
-­‐2%	
  
4%	
  
N/A	
  
3%	
  
7%	
  
18%	
  
N/A	
  
14%	
  
N/A	
  
N/A	
N/A	
  
16%	
  
19%	
  
%	
  of	
  global	
  online	
  consumers,	
  indica0ng	
  that	
  
they	
  completely	
  or	
  somewhat	
  trust	
  each	
  form	
  
Source:	
  Nielsen	
  
Trust in Advertising
of	
  consumers	
  like	
  
reading	
  content	
  
from	
  brands	
  or	
  
businesses	
  
if	
  it’s	
  valuable	
  
	
  
82%
digital marketing trends for 2015
Content	
  Marke0ng	
   29.6%	
  
14.6%	
  
12.8%	
  
Big	
  Data	
  
Marke0ng	
  Automa0on	
  
Mobile	
  Marke0ng	
   11.0%	
  
8.9%	
  Social	
  media	
  marke0ng	
  and	
  CRM	
  
CRO/Improving	
  website	
  experiences	
  
SEO	
  
Communi0es	
  
Paid	
  search	
  marke0ng	
  
Partnerships	
  
Display	
  
Other	
  
Online	
  PR	
  
7.8%	
  
4.3%	
  
3.1%	
  
3.0%	
  
1.5%	
  
1.5%	
  
1.5%	
  
1.0%	
  
The	
  State	
  of	
  Digital	
  Marke0ng	
  in	
  2015	
  
Source:	
  Smart	
  Insights|	
  January	
  15’	
  
 Source:	
  [CMI,	
  2014]	
  
86%of b2b companies
77%of b2c’s
and
use content marketing to build their brands
online and generate more sales.
The big brands
are already there
(@mikolevy)	
  #digital14	
  
“We don’t bring the product to the consumer, we bring
consumers to the product”
	
  
How
can you
do it?
1.Defineyouraudience
AWARENESS	
  
	
  
	
  
	
  
	
  
	
  
CONSIDERATION	
  
	
  
	
  
	
  
	
  
	
  
Conversion
• Traffic
• Impressions
• Unique visitors
• Demo data
• Brand Lift
• Time spent on content
• Page views per session
• Content scroll downs
• Bounce rate
• Return visitors
• Social lift
• Search lift
• Brand lift
• Purchases
• Video views
• Sign-ups
• Downloads
• Installs
• Visits to high-value pages
• Retargeting
• Brand lift
2. Define your kpi
3.Createcontent
OWNED
PROPERTIES
EARNED
media
paid
media
SOCIAL
PLATFORMS
brand
website
product
reviews
sponsored
content
content
hub
media
coverage
native
advertising
4. Measurement
4. Measurement
From last click Attribution to multi touch Attribution	
  
	
  
100%	
  
last Interaction
From last click Attribution to multi touch Attribution	
  
	
  
100%	
  
100%	
  
last Interaction
First Interaction
20%	
  20%	
   20%	
   20%	
  20%	
  
Linear
10%	
  30%	
   10%	
   40%	
  10%	
  
Position Based
4. Measurement
5. Distribute it
(@mikolevy)	
  #digital14	
  
OrganicReachisDying
Average Organic Reach of Content Published
on Brand Facebook Pages
12.00%	
  
All	
  Pages	
  
	
  
Pages	
  w/	
  >500	
  Likes	
  
	
  
10.00%	
  
	
  
8.70%	
  
8.00%	
  
6.15%	
  
	
  
6.00%	
  
7.70%	
  
11.58%	
  
12.05%	
  
Analysis	
  of	
  100+	
  Facebook	
  Brand	
  Pages	
  around	
  the	
  world	
  with	
  more	
  than	
  48	
  million	
  total	
  fans	
  conducted	
  
by	
  Social@Ogilvy	
  in	
  February	
  2014.	
  Please	
  see	
  our	
  report,	
  "Facebook	
  Zero"	
  at	
  hkp://social.ogilvy.com	
  for	
  details.	
  
4.00%	
   4.04%	
   3.51%	
  
2.97%	
   2.71%	
  
2.11%	
  
2.00%	
  
Oct	
  '13	
   Nov	
   Dec	
   Jan	
  '14	
   Feb	
  
If it's worth creating,
it's worth paying to promote
Short	
  diges0ble	
  
paragraphs	
  
A	
  discovery	
  module	
  
Social	
  sharing	
  buttons	
  &	
  user	
  
touch-­‐	
  points	
  above	
  &	
  below	
  
the	
  content	
  
We are hiring

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כנס ירושלים לשיווק באינטרנט 2015 | How to succeed with content marketing | דן שרמן

  • 1. How to succeed with content marketing JUNE 2nd 2015 Dan  Sherman   Director  of  Conversion  Op0miza0on  
  • 2. Nice to meet you Dan  Sherman   41  years  old,  Married  +4   13  years  in  the   online  marke0ng   world   Previously  @  Conduit   &  deltathree   Occasional   marathon  runner   Works  at  Outbrain   since  2014  
  • 3. Outbrain helps readers discover content
  • 4. WE BRING TOGETHER THE WORLD'S LEADING PUBLISHERS AND BRANDS
  • 5. Outbrain at a Glance 500 MILLION Unique visitors       20 billion Page views       190 BILLION Recommendations       OVER 77% INTERNET REACH IN US
  • 7. The customer journey Discovery Realization of need ConsideraTion Conversion Retention
  • 8. It takes 10.4 sources of information to make a decision Zmot  report  by  Google  
  • 9. Comscore  data  mine|NIELSEN   22%SOCIAL NETWORKING 21%SEARCH 19%EMAILS/ COMMUNICATION 20%READING CONTENT 5%ONLINE SHOPPING 13%MULTI-MEDIA SITES How People Spend Their Time
  • 11. Display advertising click-through-rates are dying 8%   7%   6%   5%   4%   3%   2%   1%   0%   1996   1997   1998  1999  2000  2001  2002  2003  2004   2005   2006   2007   **  The  Linus  Group,  Linus  Report.  
  • 12. *Nanigans  -­‐  Global  CPM  Facebook   Adver0sing  Benchmark  Report   Q2-­‐2014   *RKG-­‐  Digital  Marke0ng  Report  Q2-­‐2014   Ad Prices are Rising +218% year-over-year +10% year-over-year U.S. Paid Search TrendsCPM Global
  • 13. Recommenda0ons  from  people  I  know   Branded  websites   Consumer  opinions  posted  online   Editorial  content  such  as  newspaper  ar0cles   Ads  on  TV   Brand  sponsorships   Ads  in  newspaper   Ads  in  magazines   Billboards  and  other  outdoor  adver0sing   Ads  on  radio   Emails  I  signed  up  for   Ads  before  movies   TV  program  product  placement   Ads  served  in  search  engine  results   Online  video  ads   Ads  on  social  networks   Display  ads  on  mobile  devices   Online  banner  ads     Text  ads  on  mobile  phone   84%   69%   68%   67%   62%   61%   61%   60%   57%   57%   56%   55%   56%   48%   48%   48%   45%   42%   37%   %  point  change   from  2007     6%   9%   7%   N/A   6%   12%   -­‐2%   4%   N/A   3%   7%   18%   N/A   14%   N/A   N/A N/A   16%   19%   %  of  global  online  consumers,  indica0ng  that   they  completely  or  somewhat  trust  each  form   Source:  Nielsen   Trust in Advertising
  • 14. Recommenda0ons  from  people  I  know   Branded  websites   Consumer  opinions  posted  online   Editorial  content  such  as  newspaper  ar0cles   Ads  on  TV   Brand  sponsorships   Ads  in  newspaper   Ads  in  magazines   Billboards  and  other  outdoor  adver0sing   Ads  on  radio   Emails  I  signed  up  for   Ads  before  movies   TV  program  product  placement   Ads  served  in  search  engine  results   Online  video  ads   Ads  on  social  networks   Display  ads  on  mobile  devices   Online  banner  ads     Text  ads  on  mobile  phone   84%   69%   68%   67%   62%   61%   61%   60%   57%   57%   56%   55%   56%   48%   48%   48%   45%   42%   37%   %  point  change   from  2007     6%   9%   7%   N/A   6%   12%   -­‐2%   4%   N/A   3%   7%   18%   N/A   14%   N/A   N/A N/A   16%   19%   %  of  global  online  consumers,  indica0ng  that   they  completely  or  somewhat  trust  each  form   Source:  Nielsen   Trust in Advertising
  • 15. Recommenda0ons  from  people  I  know   Branded  websites   Consumer  opinions  posted  online   Editorial  content  such  as  newspaper  ar0cles   Ads  on  TV   Brand  sponsorships   Ads  in  newspaper   Ads  in  magazines   Billboards  and  other  outdoor  adver0sing   Ads  on  radio   Emails  I  signed  up  for   Ads  before  movies   TV  program  product  placement   Ads  served  in  search  engine  results   Online  video  ads   Ads  on  social  networks   Display  ads  on  mobile  devices   Online  banner  ads     Text  ads  on  mobile  phone   84%   69%   68%   67%   62%   61%   61%   60%   57%   57%   56%   55%   56%   48%   48%   48%   45%   42%   37%   %  point  change   from  2007     6%   9%   7%   N/A   6%   12%   -­‐2%   4%   N/A   3%   7%   18%   N/A   14%   N/A   N/A N/A   16%   19%   %  of  global  online  consumers,  indica0ng  that   they  completely  or  somewhat  trust  each  form   Source:  Nielsen   Trust in Advertising
  • 16. of  consumers  like   reading  content   from  brands  or   businesses   if  it’s  valuable     82%
  • 17. digital marketing trends for 2015 Content  Marke0ng   29.6%   14.6%   12.8%   Big  Data   Marke0ng  Automa0on   Mobile  Marke0ng   11.0%   8.9%  Social  media  marke0ng  and  CRM   CRO/Improving  website  experiences   SEO   Communi0es   Paid  search  marke0ng   Partnerships   Display   Other   Online  PR   7.8%   4.3%   3.1%   3.0%   1.5%   1.5%   1.5%   1.0%   The  State  of  Digital  Marke0ng  in  2015   Source:  Smart  Insights|  January  15’  
  • 18.  Source:  [CMI,  2014]   86%of b2b companies 77%of b2c’s and use content marketing to build their brands online and generate more sales.
  • 19. The big brands are already there
  • 21. “We don’t bring the product to the consumer, we bring consumers to the product”  
  • 24. AWARENESS             CONSIDERATION             Conversion • Traffic • Impressions • Unique visitors • Demo data • Brand Lift • Time spent on content • Page views per session • Content scroll downs • Bounce rate • Return visitors • Social lift • Search lift • Brand lift • Purchases • Video views • Sign-ups • Downloads • Installs • Visits to high-value pages • Retargeting • Brand lift 2. Define your kpi
  • 27. 4. Measurement From last click Attribution to multi touch Attribution     100%   last Interaction
  • 28. From last click Attribution to multi touch Attribution     100%   100%   last Interaction First Interaction 20%  20%   20%   20%  20%   Linear 10%  30%   10%   40%  10%   Position Based 4. Measurement
  • 29. 5. Distribute it (@mikolevy)  #digital14  
  • 30. OrganicReachisDying Average Organic Reach of Content Published on Brand Facebook Pages 12.00%   All  Pages     Pages  w/  >500  Likes     10.00%     8.70%   8.00%   6.15%     6.00%   7.70%   11.58%   12.05%   Analysis  of  100+  Facebook  Brand  Pages  around  the  world  with  more  than  48  million  total  fans  conducted   by  Social@Ogilvy  in  February  2014.  Please  see  our  report,  "Facebook  Zero"  at  hkp://social.ogilvy.com  for  details.   4.00%   4.04%   3.51%   2.97%   2.71%   2.11%   2.00%   Oct  '13   Nov   Dec   Jan  '14   Feb  
  • 31. If it's worth creating, it's worth paying to promote
  • 32.
  • 35. Social  sharing  buttons  &  user   touch-­‐  points  above  &  below   the  content