These days, smart marketers are increasingly adopting content marketing strategies to reach new audiences, educate consumers about their product or service, and ultimately drive conversions. On Thursday 4/16, Taboola's Head Content Strategist, Inbar Yagur, and Head of Advertising Product, Yoav Ilovich, hosted an interactive workshop at our global headquarters in New York City to discuss the science behind content recommendation engines and best practices for creating content that converts and drives positive ROI. The hands-on session covered several key aspects of successful content marketing including: how to create fun and engaging content, targeting and developing your audience, accomplishing the goal of user action, measuring the value of your assets, tracking performance, optimizing campaigns to their fullest potential, and more. For more information about Taboola, please visit www.taboola.com.

1. Looking Under the Hood
Yoav Ilovich – Head of Advertising
Product

3. Taboola Advertising Product
• Distribution of Native Content
• Optimizes for Multiple Advertising Needs –
Conversions, Engagement, Branding
• For Publishers - eCPM (=RPM) Optimizer

6. Tools For Success
• Targeting Layers - GEO, platform, context,
1st/3rd party data
• Creative A/B Testing
• Data Transparency
• Streamline & Efficiency
• “Algorithmic Secret Sauce”

7. How to Create Content That Converts
INBAR YAGUR, HEAD CONTENT STRATEGIST

8. “I want to engage
with my social
network”
“I want to
consume
content”
“I want to find
information about
a specific topic”
Search Discovery Social

9. What “Content Consumption Mode”
Means for Performance-Driven Content
• User hasn’t directly sought out your product,
and is “flying blind”
• User isn’t in “Decision Making Mode”
• You have reached an audience you would
have never found otherwise
• You have a “captive audience” for your pitch.

10. Your Goal
• Reach and engage the user.
• Gradually guide them to your KPI.
• Make the action easy.

11. The Taboola Conversion
Funnel

12. View and Click - Know Your Product and
its Audience
5 Great Ways to Ask Someone Out
10 Tips to Impress on a First Date
8 Reasons to Try Online Dating
Create Titles and Content That Speaks to Them Directly

13. How to Make Your Content
Perform

14. The Allowance Analogy

15. Making it Happen
• Inform first, sell second.
• Tie in your product gradually and organically
• Imagine clicking on an article link and seeing
this:
(You’d close the window, and so would any other user)

16. Did You Know?

17. The Average Internet User
Skimmers:
Scan the page quickly, skim a few paragraphs, then
decide if they want to fully engage
Readers:
Arrive on your site and immediately engage
30% and Shrinking
70% and Growing

18. MEET USER EXPECTATION

19. EASY NAVIGATION

20. AVOID DENSE TEXT

21. KEEP THE PAGE CLEAN

22. (But not too short!)
300 - 600 Words
KEEP IT SHORT

23. Remember the user didn’t arrive from
search or your home page.
If you want them to take action, tell them why!
(and try to keep it to the bottom third of the content)
GIVE THE USER CONTEXT

24. The bottom of an article is prime real estate.
Primary KPI
Secondary
KPI
Driving Toward Your KPI

25. Any KPI is Relevant

26. DO: INTEGRATED FORM FIELDS

27. DO: TEXT AND A BUTTON

28. DON’T: KEEP IT IN THE RIGHT RAIL

29. DON’T: MAKE IT LOOK LIKE A BANNER

30. And Remember:
• The user shouldn’t “work” for you. This
means:
• Minimal form fields
• When possible - “automatic” integration
(facebook connect, paypal, etc)

31. A/B TEST EVERYTHING!
57%

32. Would You Like a Rerun?
Content That Converts Webinar –
Tuesday May 5th
http://go.taboola.com/webinar-content-best-
practices-4-2015/

33. Contact Us!
Inbar Yagur – Content Strategist
Inbar.y@taboola.com
Yoav Ilovich – Head of Advertising Product
Yoav.i@taboola.com
Melody Han – Director of Media Sales
Melody.h@taboola.com