The document provides tips for creating content that drives performance and conversions. It discusses understanding the user's consumption mode, gradually guiding them toward key performance indicators (KPIs) through the awareness-consideration-decision funnel. Tips include informing before selling, tying products organically to content, using short and scannable writing styles, and testing calls to action and content variations. The goal is engaging users who aren't actively searching and moving them down the conversion funnel through optimized content.
2. Hi! Nice To Meet You!
8 Years Of Experience As A Content Creator,
Editor And Strategist.
2.5 Years At Taboola Helping Clients Achieve
Their Campaign Goals Using Content Strategy
And User Funnel Optimization.
Inbar Yagur
3. Agenda
• Know Your User
• Content Strategy for Performance
• Editorial Tips and Tricks
• Layout Tips and Tricks
• Calls to Action
• A/B Testing
4. “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
5. 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
6. Your Goal
• Reach and engage the user.
• Gradually guide them to your KPI.
• Make the action easy.
7. Performance
Through The Entire Funnel:
Any Action Can Be a
“Conversion”
Awareness - PPV, Time on Site
Consideration – Lead Capture
Decision – Purchase
Loyalty – Return
User
8. The Challenge With Performance
How far down the funnel can we move a us
er using just an article?
9. Create Content That Fits Your Funnel
10 Tips to Impress
on a First Date
Know Your Product and Its Audience
8 Reasons to Try
Online Dating
11. • 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)
Editorial Considerations
13. 70%and Growing
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
14. First Impressions
are EVERYTHING!
(OK – almost everything)
• No matter the KPI, if 99% of your users won’t even
read your content, it’s unlikely anyone will convert
• Get your basics down before you get too fancy.
19. (But not too short)!
300 - 600 Words
Keep It Short
20. 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
21. The bottom of an article is prime real estate.
Primary KPI
Secondary
KPI
Driving Toward Your KPI
27. And Remember…
The user shouldn’t “work” for you.
This means:
• Minimal form fields
• When possible - “automatic” integration
(facebook connect, paypal, etc)
who works in content marketing? who’s done content marketing before?
Use the alternative headlines on the intro slide to talk a bit about what I do at taboola
SC
Internet wormhole. THEY ARE CLICKING ON AN ARTICLE!
Enabling users to discover your content for the first time requires a different strategy than one that reintroduces users
readers and skimmers
This problem we talked about – we have a solution for it!
When in doubt – give it to your cranky uncle
This is taboo la’s blog. check out the bottom of the article
We want people to download a content discovery guide
we want people to experience our widget
Assume an engaged audience, who will look for something to do next
If you didn’t have them in the first place – you won’t have them for the KPI
when you track, you learn about your audience, and you can improve everything, a to z
you can start seeing patterns in your user’s behavior across channels
don’t make assumptions! Ask the audience - who got more clicks, george clooney or abe lincoln?