Is content still king in 2020? Yes, content is alive and well, helping define your brand, build relevance and influence users towards conversion. Learn how to leverage content to draw disparate audiences into the funnel, make them stickier and improve life-time value. Helena will demonstrate what some of SEA’s biggest brands have done to drive growth through content and native amplification, and how you can apply these methods to your own brand.

1. Helena Gamvros
HEAD OF SALES, APAC
OUTBRAIN
SINGAPORE ~ SEPTEMBER 18 - 19, 2019
DIGIMARCONAPAC.COM | #DigiMarConAPAC
DIGIMARCONSINGAPORE.SG | #DigiMarConSingapore
Converting Through
Content Master Class
MASTERCLASS

2. Helena Gamvros
G’day! Nice to meet you.

3. Your Masterclass Today
Why you should care about content
What is good content
When it’s designed to convert
How to get your content seen
How to prove ROI
1.
2.
3.
4.
5.

4. Your Masterclass Today
Why you should care about content
What is good content
When it’s designed to convert
How to get your content seen
How to prove ROI
1.
2.
3.
4.
5.

5. *Seth Godin was inducted into the American Marketing
Association's Marketing Hall of Fame in 2018.
Marketing is no longer about
the stuff that you make,
But about the stories you tell.
Seth Godin

6. #ImNoAngel
6

7. 7
IT’S INCREDIBLY COST EFFECTIVE
Costing 64% less than traditional marketing
programs and generates approximately three
times the volume of leads
Demand Metric;
A Guide to Marketing Genius: Content Marketing

8. Compared to traditional marketing programs, content marketing costs 62% less and generates
approximately three times the volume of leads.
Aberdeen Group;
Analyst Insight; Content Marketing ROI:
Quantifying the Value of the Difference
CONVERSION RATES ARE
SIX TIMES HIGHER
On average, for companies and brands
using content marketing than those that
aren’t, at 2.9% vs. 0.5%

9. 9
B2B BUYERS DO NOT
RESPOND WELL TO ADS
63% say they are perfectly happy and
“totally capable” of developing an RFP
based on content they find themselves.
Forrester Research;
Welcome To The B2B Marketing Renaissance

10. Not convinced yet?

11. 56% of display ads are never seen
Kantar Media / Banner Blindness:
Old and New Findings

13. What type of Marketing do you want to be?
13
PULLPUSH

14. Your Masterclass Today
Why you should care about content
What is good content
When it’s designed to convert
How to get your content seen
How to prove ROI
1.
2.
3.
4.
5.

15. The term content has been banded around the last decade like
cheap business cards at a networking event

16. 16
content marketing
noun
is the strategic marketing approach of creating and
distributing valuable, relevant, and consistent
content to attract and acquire a clearly defined audience – with
the objective of driving profitablecustomer action.
Definition provided by Content
Marketing Institute; What Is
Content Marketing? Article

17. #1
Relevance
to a target
audience

18. 18

19. #2
Provides
tangible value

20. 20

21. 21

22. #3
Delivers
consistency

23. 23

24. 24

25. #4
Comes in
varied forms

26. 26
Owned

27. 27
Owned

28. 28
Earned

29. Paid

30. Your Masterclass Today
Why you should care about content
What is good content
When it’s designed to convert
How to get your content seen
How to prove ROI
1.
2.
3.
4.
5.

31. 31
Content integrity does not need to be jeopardized

32. 32
Start by adding value to your landing page

33. 33
Ask these three questions
How do I design an
effective landing
page for my
audience?
1
What is the best
hierarchy and
where should I
put the call to
action?
2
What are the best
layouts to
generate the most
conversions?
3

34. Landing Page best practices
Single purpose
and message
per page
Match
headline to
landing page
headline
Show your
product in use
Keep it
short
Social proof
works well
Show your
phone
number
Offer free
trials and
guarantees
Landing pages
are more
focused than
home pages
Outbrain Blog; Key Concepts To
Strengthen Your Landing Page; 2019

35. Digital Form best practices
Few fields is
usually
better
Keep labels
close to
their fields
If you need
more
complexity,
consider
multi-step
forms
Make error
messages
bold and
clear
Use one
column
Display
which fields
are required
and which
are optional
Outbrain Blog; Key Concepts To
Strengthen Your Landing Page; 2019

36. How Booking.com used native-based landing pages to move
‘stuck’ prospects further down the funnel
36
Results:
35%CVR increase of audiences achieving
100% of sign up (completion)
14%
CVR increase of audiences
achieving 25% sign up
• The team created 3 different types of
landing page copy for Booking.com.
• Advised on page layout, including the
addition of “proof points” such as
customer testimonials,
awards/recognitions as well as a
dynamically updated “how much you
can earn” function, which gives an
estimated weekly earning based on
visitor geo-location.

37. How iSelect used floating landing pages and varying content to drive conversions in the
Australian market
37
Results:
10.24%Average Conversion Rate
throughout the campaign
65%
Below the CPA target at
height of campaign
• iSelect used two conversion points - one
for intent and one for lead
generation/form completion. Each point
had a different CPA target, with the one for
form completion being higher.
• The campaigns had separate floating pages
targeting the same vertical, the same
objectives and KPIs, but a slightly different
content which could therefore be tested.

38. Your Masterclass Today
Why you should care about content
What is content
When it’s designed to convert
How to get your content seen
How to prove ROI
1.
2.
3.
4.
5.

39. Between 60% and 80% of content created
today never reaches its intended audience
Contently

40. Average Hollywood movie splits 40-50%
production with 50-60% distribution
EVEN GREAT CONTENT NEEDS A PUSH

41. LET YOUR CONTENT GET DISCOVERED
OUTSIDE OF THE WALLED GARDENS

42. 1.8 Billion
Pages a Day**
290 Billion
Monthly Discoveries**
787 Million
Monthly Consumers*
Powering the world’s most premium
websites, apps and news feeds
*Comscore, 2019, **Outbrain internal data, March 2019
The feed of the open web

43. Outbrain Discovery
• An innovative ad experience
• Seamless and non-intrusive
• Personalized by real interest

44. Anatomy of a Discovery ad
Title & Description
Advertiser Name
Creative Asset
Component Based
Allow for ad personalization
and customization.
Responsive
Dynamically match the look
and feel of the content feed.

45. Discovery Video

46. Device
Targeting
OS / Browser
Targeting
Custom
Audiences
Server-to-Server
Tracking
Geo / Zipcode
Targeting
Story
Sequencing
3rd Party
Targeting
Interest
Targeting
DMP/CRM
Targeting
Lookalike
Audiences
Targeting the Audience That Converts

47. How IHG APAC drove engaged traffic, leading to a measured
increase in brand consideration and preference
47
+26%
Brand lift amongst
frequent travelers
+ 28% + 47%Overall increase in consideration
in Singapore
amongst total audience
Lift in ‘Luxury’ association
among total audience

48. How Lane Bryant raised the profile of a powerful campaign
through targeted and efficient amplification
48
Results:
10% 238%Increase in CTROf the campaign’s total
e-commerce revenue
48,585,138
impressions in 2 weeks
Outbrain amplified 75 positive
news articles across its premium
publishers sites about
#ImNoAngel, driving 6X higher
engagement when compared to
other channels.

49. 1st Story
Earned/paid for media
2nd Story
Drive action
Renting a Castle is the Next Big
Travel Trend
Home Away on Travel + Leisure
Find Your English Holiday Castle
Today
Home Away
How brands use Story Sequencing to leverage
earned media for conversion

50. Your Masterclass Today
Why you should care about content
What is content
When it’s designed to convert
How to get your content seen
How to prove ROI
1.
2.
3.
4.
5.

51. 5 THINGS TO LOOK AT WHEN EVALUATING
YOUR CONTENT ROI
BEYOND CLICK-THROUGH-RATE

52. Sales Conversions:
Conversion rate over
CTR. Incorporate
customer lifetime
sales data.
1
Micro-conversions:
That take place when
people are referred
to your content
pages & conversion
value associated
2
On-page
Engagement:
Correlate heat-maps
with traffic sources
3
Proxy Metrics:
Analytics attributes all
cases of unknown traffic
To “direct”.
4
Assisted Conversions:
Not everyone who leaves
is lost. Use analytics to
track assisted
conversions.
5
Outbrain Blog; 5 Things to Look at When Evaluating
Your Content Marketing ROI; Aug 2019

53. Outbrain
Campaign set-up
tracking check-list
Do you have the following?
UTM Tracking
Outbrain Multiple
Conversion Pixel
Click Tracking
Impression Tracking

54. In Summary— Content Marketing
Comes in many
forms and can be
incredibly efficient
1 Must be relevant,
provide tangible
value and be
consistent
2
Is ‘Pull’ marketing vs.
’Push’ – resulting in
higher conversion
rates
3
Landing page design
and lay-out along with
A/B testing, can
drastically improve
conversion rate
5
Benefits from a
targeted push, done
efficiently and
effectively
4 Content marketing
must be measured
beyond CTR – in the
same way as other
digital channels
6

55. Q&A
Got any questions?
Helena Gamvros
Head of Sales, APAC