converting content marketing with technology
DESCRIPTION
Andrew Milk shares his take on how technology can help you use content marketing to drive conversions at Quill and Taboola's breakfast seminar - using digital content to drive conversions.TRANSCRIPT
- 1. CONVERTING CONTENT MARKETING WITH TECHNOLOGY Andrew Milk, Head of Sponsored Content
2. TABOOLA (You have seen us before) 3. HOW OUR ALGORITHM WORKSTaboola Widget 4. HOW OUR ALGORITHM WORKSTaboola Publishers. 5. Link to a content item (text/video/photo) Taboola analyzes the item to predict where it will perform best Taboola starts recommending item across the network on sites where likelihood of meeting the performance objective is highest Taboola measures performance and continuously optimizes placement of content HOW THE ENGINE WORKS 6. Taboola founded with the goal of revolutionizing video discovery ABOUT TABOOLA Becomes the leading online video recommendation platform Adapts the technology to recommend articles and photos; launches a content marketplace Becomes the leading Content Discovery platform with 3.5B daily recommendations 2007 2012 2011 2014 7. Content Marketing is anything but new... 8. In 1900, Michelin Tires releases a 400- page guide with restaurant reviews, maps, car maintenance tips and petrol station locations. 9. Red Bull creates the most-watched live YouTube stream ever, showing Felix Baumgartners free fall jump. 53MM concurrent Viewers 10. Continuous Evolution 11. Ancestry publishes and promotes a blog covering genealogy topics. 12. Measurement is Everything 13. NOT ON THE HIGH STREET HALVES CPA GOAL 14. LasikPlus BUILDS TRAFFIC AND CONVERSIONS THROUGH CONTENT MARKETING CPA for booked appointments is 55% lower with Taboola than other marketing channels. 15. THE LINE DOUBLES TRAFFIC AND GROWS EMAIL SUBSCRIPTION The Line doubles traffic in one month and grows email subscriber list by 12% with Taboola and grew traffic by 100%. 16. TAKE AWAYS MARKETABLE CONTENT ACTIONABLE NEXT STEPS MEASUREMENT OF SUCCESS 17. Technology and Tools 18. CAMPAIGN OPTIMIZATION Track and optimize for CPA 19. CREATIVE OPTIMISATION 20. KPIS & MEASUREMENT Creative A Creative B 21. SEQUENTIAL/INTERNAL RETARGETING Track Conversions Too! 22. EXTERNAL RETARGETING Pixel Brand Site Retarget Consumers With Branded Content Within Taboola Network 23. DISPLAY RETARGETING Pixel Display Retarget Exposed Group Within Taboola Network 24. THANK YOU!