PowerPoint Presentation

Inbar Yagur,Senior Content Strategist

How To Create Content That Converts

who works in content marketing? whos done content marketing before?

Use the alternative headlines on the intro slide to talk a bit about what I do at taboola

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

AgendaKnow Your UserContent Strategy for PerformanceEditorial Tips and TricksLayout Tips and TricksCalls to ActionA/B Testing

SC

I want to engage with my social networkI want to consume contentI want to find information about a specific topicSearchDiscoverySocial

Internet wormhole. THEY ARE CLICKING ON AN ARTICLE!

What CONTENT CONSUMPTION MODE Means For Performance-driven ContentUser hasnt directly sought out your product,and is flying blind

User isnt in Decision Making Mode

You have reached an audience you would have never found otherwise

You have a captive audience for your pitch

Your GoalReach and engage the user.

Gradually guide them to your KPI.

Make the action easy.

PerformanceThrough The Entire Funnel: Any Action Can Be a Conversion

Awareness - PPV, Time on SiteConsideration Lead Capture Decision Purchase Loyalty Return User

Enabling users to discover your content for the first time requires a different strategy than one that reintroduces users

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The Challenge With PerformanceHow far down the funnel can we move a user using just an article?

Create Content That Fits Your Funnel10 Tips to Impress on a First DateKnow Your Product and Its Audience

8 Reasons to Try Online Dating

How To Make Your Content Perform

#TaboolaOnTour

Inform first, sell secondTie in your product gradually and organicallyImagine clicking on an article link and seeing this:

(Youd close the window, and so would any other user)

Editorial Considerations

Did You Know?

Difficulty reading can be perceived as difficulty taking action.

70%and GrowingThe Average Internet UserSkimmers: Scan the page quickly, skim a few paragraphs, then decide if they want to fully engageReaders: Arrive on your site and immediately engage 30%and Shrinking

First Impressionsare EVERYTHING!(OK almost everything)No matter the KPI, if 99% of your users wont even read your content, its unlikely anyone will convertGet your basics down before you get too fancy.

Meet User Expectation

Easy Navigation

Avoid Dense Text

readers and skimmers

Keep The Page Clean

(But not too short)!300 - 600 Words

Keep It Short

Remember the user didnt 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 TheUser Context

This problem we talked about we have a solution for it!

When in doubt give it to your cranky uncle

The bottom of an article is prime real estate.

Primary KPI

Secondary KPIDriving Toward Your KPI

This is taboo las blog. check out the bottom of the articleWe want people to download a content discovery guidewe want people to experience our widget

Any KPIIs Relevant

Assume an engaged audience, who will look for something to do next

If you didnt have them in the first place you wont have them for the KPI

DO:Integrated Form Fields

DO:Text And A Button

DONT:Keep It In TheRight Rail

DONT:Make It LookLike A Banner

And RememberThe user shouldnt work for you.This means:

Minimal form fieldsWhen possible - automatic integration (facebook connect, paypal, etc)

Track Your Data

when you track, you learn about your audience, and you can improve everything, a to zyou can start seeing patterns in your users behavior across channels

A/B Test Everything!

George Clooney's Surprising Family HistoryYou Won't Believe Who's Related to Abraham Lincoln387.5%

#TaboolaOnTour

dont make assumptions! Ask the audience - who got more clicks, george clooney or abe lincoln?

A/B TESTEVERYTHING!

57%

QUESTIONS?

inbar.y@taboola.comTHANK YOU!

www.linkedin.com/in/inbaryagur

https://www.linkedin.com/in/inbaryagur