1. 1. 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 #TaboolaTalksOnline
2. 2. AGENDA Know Your User Title Best Practices Clicks with Intent Page Optimization for Engagement Current Trends and Opportunities alksOnline
3. 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 #TaboolaTalksOnline
4. 4. WHAT CONTENT CONSUMPTION MODE MEANS FOR YOUR SITE User hasnt directly sought out your site, and is flying blind You have reached an audience you would have never found otherwise You have hold their hand to reach your KPIs If you focus your KPIs, this is easy to do and to measure #TaboolaTalksOnline
5. 5. 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 #TaboolaTalksOnline
6. 6. THE PROBLEM #TaboolaTalksOnline
7. 7. CTR ENGAGEMENT THE GREAT ONLINE BALANCING ACT #TaboolaTalksOnline
8. 8. THE CLICK Entice with intrigue and mystery #TaboolaTalksOnline
9. 9. THE CLICK If youve got a celebrity in your content - use them! (Just make sure people really know who they are) #TaboolaTalksOnline
10. 10. THE CLICK Numbered lists work! #TaboolaTalksOnline
11. 11. THE CLICK Meet User Expectation #TaboolaTalksOnline
12. 12. TRACK YOUR DATA #TaboolaTalksOnline
13. 13. A/B TEST EVERYTHING! George Clooney's Surprising Family History You Won't Believe Who's Related to Abraham Lincoln 387.5% #TaboolaTalksOnline
14. 14. ENGAGEMENT #TaboolaTalksOnline
15. 15. AVOID DENSE TEXT #TaboolaTalksOnline
16. 16. KEEP THE PAGE CLEAN #TaboolaTalksOnline
17. 17. (But not too short!) 300 - 600 Words KEEP IT SHORT #TaboolaTalksOnline
18. 18. ENCOURAGE SCROLL #TaboolaTalksOnline
19. 19. IS THERE ANYTHING ELSE ON THIS PAGE? #TaboolaTalksOnline
20. 20. ACTUAL PAGE #TaboolaTalksOnline
21. 21. WHY DIDNT WE WANT TO SCROLL? (Warning: This will get geeky) #TaboolaTalksOnline
22. 22. ENCOURAGING SCROLL #TaboolaTalksOnline
23. 23. The bottom of an article is prime real estate. Primary KPI Secondary KPI SHOW PEOPLE WHAT TO DO NEXT #TaboolaTalksOnline
24. 24. SHOW PEOPLE WHAT TO DO NEXT #TaboolaTalksOnline
25. 25. Informative and useful Try lists Try a slideshow Try a how-to Try a quiz Make it fun! CONTENT THAT ENGAGES #TaboolaTalksOnline
26. 26. A/B TEST EVERYTHING! 57% #TaboolaTalksOnline
27. 27. Wealth-related content Health Vertical Uplifting Videos Nostalgia Insider Content TRENDS #TaboolaTalksOnline
28. 28. OPPORTUNITIES How-Tos - Engagement Positive Celebrity Content Tech and Parenting Vertical Mobile - Huge opportunity to reach younger Smartphone - Mostly internet users #TaboolaTalksOnline
29. 29. QUESTIONS? #TaboolaTalksOnline
30. 30. inbar.y@taboola.com THANK YOU! www.linkedin.com/in/inbaryagur #TaboolaTalksOnline