Taboola hit the West Coast from August 11th-13th 2015 conducting Content Marketing Workshops in three major cities: Seattle, San Francisco and LA. Speaker and Senior Content Strategist, Inbar Yagur, led an interactive session emphasizing the steps you need to take to create great content and a successful campaign. Topics included how to build an effective content strategy, engage your audience, accomplish user action and more.

1. WELCOME
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2. How to Create Content That Converts
INBAR YAGUR,
SENIOR CONTENT STRATEGIST
HOW TO CREATE
CONTENT THAT
CONVERTS
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3. “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
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4. 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
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5. YOUR GOAL
• Reach and
engage the user.
• Gradually guide
them to your KPI.
• Make the action
easy.
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6. THE TABOOLA CONVERSION FUNNEL
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7. 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
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8. HOW TO MAKE YOUR CONTENT PERFORM
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9. THE ALLOWANCE ANALOGY
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10. • 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)
MAKING IT HAPPEN
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11. DID YOU KNOW?
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12. 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
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13. MEET USER EXPECTATION
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14. EASY NAVIGATION
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15. AVOID DENSE TEXT
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16. KEEP THE PAGE CLEAN
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17. (But not too short)!
300 - 600 Words
KEEP IT SHORT
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18. 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
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19. The bottom of an article is prime real estate.
Primary KPI
Secondary
KPI
DRIVING TOWARD YOUR KPI
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20. ANY KPI IS RELEVANT
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21. DO: INTEGRATED FORM FIELDS
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22. DO: TEXT AND A BUTTON
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23. DON’T: KEEP IT IN THE RIGHT RAIL
DON’T: KEEP IT IN THE RIGHT RAIL
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24. DON’T: MAKE IT LOOK LIKE A BANNER
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25. AND REMEMBER…
The user shouldn’t “work” for you. This means:
• Minimal form fields
• When possible - “automatic” integration
(facebook connect, paypal, etc)
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26. TRACK YOUR DATA
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27. A/B TEST EVERYTHING!
George Clooney's
Surprising Family
History
You Won't Believe
Who's Related to
Abraham Lincoln
387.5%
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28. A/B TEST EVERYTHING!
57%

29. QUESTIONS?
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30. CONTENT WORKSHOP
1. Come up with an article idea that will
effectively sell the product.
2. Write a 2-3 sentence summary of the article.
3. Come up with 3 title options for the article.
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31. DRESSME
DressMe is an eCommerce site that concentrates on getting one item
absolutely perfect: The Maxi Dress. All of their dresses are made from the same
comfortable, breathable, and eco-friendly material. The dresses come in every
women’s size (petite and plus included), and in a wide range of colors.
Here are a few more facts you should know:
• It has a “customize” tool that lets users select their top style from five
options: spaghetti straps, strapless, short sleeve, mid-length sleeve, and
long sleeve. It will also let users enter their height and ensure the dress is
the appropriate length and won’t need to be altered.
• For every dress sold, the company donates $1 to a famous women’s charity
organization.
• The price point is $24.99 per dress; $19.99/dress if you buy three.
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32. RENTSAFE
RentSafe is a business that markets leads to insurance companies looking to
sell renter’s insurance (e.g. personal property coverage in the event of a fire,
robbery, etc.). They generate those leads primarily through an online “rate
quote” tool, where the user can enter some basic information and view a range
of offers based on their submitted details.
Here are some more facts about this product:
• It is the only company in the country that provides this service.
• Not many people fully understand the importance of renter’s insurance.
• Renter’s insurance is very low-cost.
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33. ANTHILL
AntHill is a socially conscious, investment service start-up that manages a savings account for
users with an automatic monthly deposit. It is higher-yield than a regular savings account
because it puts customers’ money into a group investment fund of stocks and bonds with a
slightly higher risk factor than banks (while still managing risk).
• The minimum monthly deposit is only $25, which allows for young people, middle-class and
working families to afford the service.
• It has an online application that will allow you to easily follow the progress of your
investments.
• Users can select one of three risk levels: Level 1 is relatively low risk, with an average annual
percentage yield (APY) of 5%; Level 2 is medium-risk, averaging 10-15% APY; Level 3 is high-
risk, but APY can be as high as 30% (though with a higher risk of loss).
• The product is designed for people who want the benefits of investing in the stock market,
without the need for a lot of knowledge. It does all of the hard work for you, and
communicates your status in an honest, easy-to-understand way.
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34. CLIENTRACK
ClienTrack is a customer relationship management (CRM) system built for small
businesses with brick-and-mortar shops. The CRM system is fully integrated,
connecting a shop’s point-of-sale system with advanced marketing tools, enabling
businesses to identify groups of clients and create personalized marketing pushes (e.g.
repeat business; notifying clients if an item has recently been re-stocked; checking in
with existing customers).
Here are some more facts about this product:
• A customer is logged either at the register, or through scanning a QR code at any
point during their shopping experience in order to receive a discount.
• The product also tracks online promotions using specialized coupon codes that
customers must submit when making the actual in-store purchase.
• It has a very sleek and easy-to-follow interface, and is hosted entirely in the cloud,
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35. MEBOOKS
MeBooks is like Netflix, only for books! Or better yet - a library that you don’t have to drive
to! It delivers real, hardcover and paperback books directly to your door, with a prepaid
envelope for you to return the book once you’re done with it. It’s a monthly subscription
that costs $5.95 per month.
Here are some more facts about this product:
• It’s exactly like the original Netflix. You browse, choose a book, add it to your queue.
You receive it in the mail, and the next book gets sent to you as soon as you’re done
with the previous one.
• Your first month is free, but it’s an opt-out system. In other words - you’ve got to submi
your credit card information to receive the 30-day free trial.
• MeBooks has a partnership with Audible and Kindle. If you’ve previously paid for a book
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36. inbar.y@taboola.com
THANK YOU!
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37. Q&A
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