Download - [Webinar] Creating Content That Converts
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
Taboola Reaching More Desktop
Users Than Facebook 9/2014
ReachProperty
95.1%Google Ad Network
86.0%Taboola
85.1%Yahoo Audience Net.
83.3%Google Sites
73.4%Outbrain
72.4%Yahoo Sites
57.3%Facebook
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“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
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• User hasn’t directly sought out your product,
and is “flying blind”
• User isn’t in “Decision Making Mode”
• You have reached an audience you would
have never found otherwise
• You have a “captive audience” for your pitch.
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What “Content Consumption Mode”
Means for Performance-Driven Content
Your Goal
• Reach and engage the user.
• Gradually guide them to your KPI.
• Make the action easy.
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View and Click - Know Your Product
and its Audience
5 Great Ways to Ask Someone Out
10 Tips to Impress on a First Date
8 Reasons to Try Online Dating
Create Titles and Content That Speaks to Them Directly
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Making it Happen
• Inform first, sell second.
• Tie in your product gradually and organically
• Imagine clicking on an article link and seeing
this:
(You’d close the window, and so would any other user)
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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
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Remember the user didn’t 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 the User Context
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The bottom of an article is prime real estate.
Primary KPI
Secondary KPI
Driving Toward Your KPI
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Do Don’t
• Integrated form
fields
• Emphasized
hyperlinked text
• Text and a button
• Keep it in the right
rail
• Make it a banner
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And Remember:
• The user shouldn’t “work” for you. This
means:
• Minimal form fields
• When possible - “automatic” integration
(facebook connect, paypal, etc)
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George Clooney's Surprising Family
History
You Won't Believe Who's Related to Abraham
Lincoln
387.5%
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A/B Test Everything!
Learn More at blog.taboola.com