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Converting content marketing with technology
The document discusses Taboola's content marketing strategy, emphasizing the use of technology to enhance content recommendations across its network. It highlights the company's evolution from video discovery to a leading content discovery platform, with notable success stories in optimizing cost-per-acquisition (CPA) for various clients. Key takeaways include the importance of measurement, optimization, and leveraging technology for campaign success.
Converting content marketing with technology
- 1. CONVERTING CONTENT MARKETING WITH TECHNOLOGY AndrewMilk, Head of Sponsored Content
- 2. TABOOLA (You have seenus before…)
- 3. HOW OUR ALGORITHMWORKSTaboola Widget
- 4. HOW OUR ALGORITHMWORKSTaboola Publishers….
- 5. Link to acontent item (text/video/photo) Taboola analyzes the item to predict where it will perform best Taboola starts recommending item across the network on sites where likelihood of meeting the performance objective is highest Taboola measures performance and continuously optimizes placement of content HOW THE ENGINE WORKS
- 6. Taboola founded with thegoal of revolutionizing video discovery ABOUT TABOOLA Becomes the leading online video recommendation platform Adapts the technology to recommend articles and photos; launches a content marketplace Becomes the leading Content Discovery platform with 3.5B daily recommendations 2007 2012 2011 2014
- 7. Content Marketing is anythingbut new...
- 8. In 1900, MichelinTires releases a 400- page guide with restaurant reviews, maps, car maintenance tips and petrol station locations.
- 9. Red Bull createsthe most-watched live YouTube stream ever, showing Felix Baumgartner’s free fall jump. 53MM concurrent Viewers
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- 13. NOT ON THEHIGH STREET HALVES CPA GOAL
- 14. LasikPlus BUILDS TRAFFICAND CONVERSIONS THROUGH CONTENT MARKETING “CPA for booked appointments is 55% lower with Taboola than other marketing channels.
- 15. THE LINE DOUBLESTRAFFIC AND GROWS EMAIL SUBSCRIPTION The Line doubles traffic in one month and grows email subscriber list by 12% with Taboola and grew traffic by 100%.
- 16. TAKE AWAYS MARKETABLE CONTENT ACTIONABLENEXT STEPS MEASUREMENT OF SUCCESS
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- 18. CAMPAIGN OPTIMIZATION Track andoptimize for CPA
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- 20. KPI’S & MEASUREMENT CreativeA Creative B
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- 22. EXTERNAL RETARGETING Pixel BrandSite Retarget Consumers With Branded Content Within Taboola Network
- 23. DISPLAY RETARGETING Pixel Display RetargetExposed Group Within Taboola Network
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Editor's Notes
- #3 If you use the Web, you have most likely seen Taboola before…
- #6 Here’s how it works: You provide a link to a content item The Taboola algorithmic engine analyzes the content item and predicts where it will perform best The item will be recommended across the network Taboola will measure performance, based on whatever KPI you define, and optimize placement of the content item
- #7 The company was founded in 2007 with the goal of revolutionizing the discovery of online video. By 2011, Taboola has become the leader in online video recommendation technology. In 2012 Taboola enhanced its algorithmic engine to also recommend text and photos, and opened a content marketplace. Taboola is the content discovery leader with over 130B daily recommendations.
- #9 In 1900, Michelin Tires released a 400-page guide geared at helping drivers maintain their cars. It coved basic maintenance, accommodations, and other travel tips. After 35,000 copies were distributed for free, the company began selling the books for a profit.
- #10 In the most-watched live YouTube stream ever, Red Bull’s “Stratos: Mission to the Edge of Space” sponsored adrenaline junkie Felix Baumgartner’s free fall jump from 24 miles above ground. The only hint of the Red Bull brand was the Red Bull branded flight suit and Red Bull logo on the helium balloon Felix jumped from. BRANDING NOT CONVERIONS
- #12 Client Example
- #16 Brand, engage, convert
- #19 If your goal with a content campaign is to drive action – e.g. drive product sales, newsletter subscriptions, trial sign-ups – you can optimize your campaign for that action and easily track CPA.
- #21 We help optimize campaigns through rigorous A/B testing of creative.
- #22 Client Example
- #23 Client Example
- #24 Client Example