[Webinar] Creating Content That Converts

How to Create Content That

Converts

INBAR YAGUR, CONTENT STRATEGIST

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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The Taboola Conversion

Funnel

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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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How to Make Your Content

Perform

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The Allowance Analogy

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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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Did You Know?

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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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Meet User Expectation

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Easy Navigation

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Avoid Dense Text

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Keep the Page Clean

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(But not too short!)

300 - 600 Words

Keep It Short

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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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Any KPI is Relevant

Do: Integrated Form Fields

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Do: Text and a Button

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Don’t: Keep it in the Right Rail

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Don’t: Make it Look Like a Banner

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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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Track Your Data

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!

57%

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A/B Test Everything!

Questions?

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Learn More at blog.taboola.com

Thank You!

www.linkedin.com/in/inbaryagur

[email protected]

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