transcript
- 1. 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
- 2. AGENDA Know Your User Title Best Practices Clicks with
Intent Page Optimization for Engagement Current Trends and
Opportunities alksOnline
- 3. 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 #TaboolaTalksOnline
- 4. WHAT CONTENT CONSUMPTION MODE MEANS FOR YOUR SITE User hasnt
directly sought out your site, and is flying blind You have reached
an audience you would have never found otherwise You have hold
their hand to reach your KPIs If you focus your KPIs, this is easy
to do and to measure #TaboolaTalksOnline
- 5. 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 #TaboolaTalksOnline
- 6. THE PROBLEM #TaboolaTalksOnline
- 7. CTR ENGAGEMENT THE GREAT ONLINE BALANCING ACT
#TaboolaTalksOnline
- 8. THE CLICK Entice with intrigue and mystery
#TaboolaTalksOnline
- 9. THE CLICK If youve got a celebrity in your content - use
them! (Just make sure people really know who they are)
#TaboolaTalksOnline
- 10. THE CLICK Numbered lists work! #TaboolaTalksOnline
- 11. THE CLICK Meet User Expectation #TaboolaTalksOnline
- 12. TRACK YOUR DATA #TaboolaTalksOnline
- 13. A/B TEST EVERYTHING! George Clooney's Surprising Family
History You Won't Believe Who's Related to Abraham Lincoln 387.5%
#TaboolaTalksOnline
- 14. ENGAGEMENT #TaboolaTalksOnline
- 15. AVOID DENSE TEXT #TaboolaTalksOnline
- 16. KEEP THE PAGE CLEAN #TaboolaTalksOnline
- 17. (But not too short!) 300 - 600 Words KEEP IT SHORT
#TaboolaTalksOnline
- 18. ENCOURAGE SCROLL #TaboolaTalksOnline
- 19. IS THERE ANYTHING ELSE ON THIS PAGE?
#TaboolaTalksOnline
- 20. ACTUAL PAGE #TaboolaTalksOnline
- 21. WHY DIDNT WE WANT TO SCROLL? (Warning: This will get geeky)
#TaboolaTalksOnline
- 22. ENCOURAGING SCROLL #TaboolaTalksOnline
- 23. The bottom of an article is prime real estate. Primary KPI
Secondary KPI SHOW PEOPLE WHAT TO DO NEXT #TaboolaTalksOnline
- 24. SHOW PEOPLE WHAT TO DO NEXT #TaboolaTalksOnline
- 25. Informative and useful Try lists Try a slideshow Try a
how-to Try a quiz Make it fun! CONTENT THAT ENGAGES
#TaboolaTalksOnline
- 26. A/B TEST EVERYTHING! 57% #TaboolaTalksOnline
- 27. Wealth-related content Health Vertical Uplifting Videos
Nostalgia Insider Content TRENDS #TaboolaTalksOnline
- 28. OPPORTUNITIES How-Tos - Engagement Positive Celebrity
Content Tech and Parenting Vertical Mobile - Huge opportunity to
reach younger Smartphone - Mostly internet users
#TaboolaTalksOnline
- 29. QUESTIONS? #TaboolaTalksOnline
- 30. inbar.y@taboola.com THANK YOU!
www.linkedin.com/in/inbaryagur #TaboolaTalksOnline