content marketing revolution: how to generate quality traffic in 2014
DESCRIPTION
2014 is being touted by many as The Year of Content. When done well, content marketing is good old-fashioned storytelling, which is more compelling than traditional, in-your-face advertising. Great content builds trust, is more likely to be shared in social media, has a long-lasting impact, and is great for SEO. But the widening sea of content being churned out so many is making it increasingly difficult for brands to surface their content to a targeted audience, at scale. Content recommendation platforms have become a key tool for ensuring content is viewed by targeted audiences, helping marketers lift brand awareness, build traffic, and generate product interest through content, at a highly competitive CPC/CPA.TRANSCRIPT
Steven Emms Taboola Europe
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The Content Marketing Revolution How to Generate Quality Traffic in 2014
Content marketing is not new
• 1895: John Deere launches The Furrow to help farmers learn about new agricultural technology • 1900: Michelin Guide created to help motorists on-‐the-‐go
• 1955: The Guinness Book of Records created to help seBle pub bets
Content marketing usage in the UK (by tactic)
Content marketing spending in the UK (next 12 mos.)
Marketing content by the numbers
Source: CMI, June 2013
100 hrs. of video uploaded/min.
Over 40 million tweets per day
20 million pins per month
205 webinars per week
Challenges when choosing content distribution
• Cost • Scale • Measurement
How Taboola recommendation works
< > Context meta data
CollaboraJve Filtering bucketed consump;on groups
User Behavior cookie data
Geo recommenda;ons based on region
Social Signals Facebook/TwiBer API
How content discovery works
• Find new revenue opportuniJes • Promote engaging content • Build audience
• Reach a targeted audience • Get content found, consumed & shared • Drive conversions, acJons, revenue!
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Why it works: the ecosystem
Marketers
Publishers
Example: Content drives e-commerce and lifts brand awareness
“Content drives over 70% of our traffic, 2/3 of which can be a0ributed to na5ve adver5sing campaigns—and our business grew 40% from Q1 to Q2.”
-‐ Director of MarkeJng, eSalon.com
ArKcles/Blogs Pictures/Slideshows
• Tips & tricks
• Ordered lists
• Industry secrets
• Earned media
• PosiJve reviews
• Before & aSer
• Celebrity
• Food recipes
• Fashion & style ideas
• Funny/unbelievable
• How-‐to…
• Behind-‐the-‐scenes
• Exclusive interviews
• AuthenJc, funny
What kind of content works best?
Videos
DESKTOP TV MOBILE TABLET
Tip: Design content for mobile consumption
Tip: Continuous testing & optimisation are key
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Taboola by the numbers
• 3 Billion daily recommendaJons
• 300 Million monthly users
• 5 Million+ sourced content items
• 1000+ sourced content providers
Thank You!
@Taboola
www.Taboola.com