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