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Next week, over 3,500 people — spanning marketing and PR professionals, business executives, content managers and creators — will gather in Cleveland, Ohio for Content Marketing World 2015. Hosted by Content Marketing Institute, the four-day event (Sept 8-11) attracts attendees from all industries to share best practices around how companies can use content to drive new business and differentiate their brand amidst a crowded marketplace. We’re very excited that Taboola was invited to host a “lunch and learn” session on How to Create Content that Converts, Drives Positive ROI. The presentation will include several practical case studies featuring companies that built successful performance-driven content strategies, while also sharing our best practices on topics such as content ideation, landing page optimization, A/B testing, and more. The session will take place on Wednesday, September 9th at 12:30 PM, presented by Andrew Milk (Director of Media Account Management) and Inbar Yagur (Senior Content […]
One of the biggest challenges any content marketer faces is coming up with a way to determine whether their content is actually working. Indeed, even if your brand has produced a series of excellent stories, you’ll need to prove that they are helping your company generate sales if someone is going to give you the budget to create more content in the future. And since consumers usually do not make a purchase immediately after watching or reading a piece of content, content marketers have a much more difficult time showing the impact of their work than, say, a direct-response marketer who can just point to their sales conversions. With that in mind, here are four other metrics you can use to gauge whether your content marketing is having the desired effect on your target audience. An expanded definition of “conversions” Typically, we think of a “conversion” in online marketing as […]
In honor of our upcoming joint webinar with content specialists Influence & Co., we’ve created a fun, interactive crossword puzzle about all things content marketing. Use the clues below the squares to complete the puzzle. Stay tuned because we’ll publish the answers next week. To learn how your company can start seeing ROI and actually profit from your content efforts, join our webinar: “How To Create a Content Marketing Machine that Works” on Wednesday, August 26th at 11:00am EDT.
At Taboola, we think every day should be a day to explore the world – whether outside or online – because you never know when you’ll discover something new. So, it should be no surprise that we wanted to acknowledge today’s official public holiday in Canada: Discovery Day. Canada’s Discovery Day was established to honor the anniversary of the discovery of gold on August 16,1896. The shiny precious metal was found in the Klondike region of the Yukon and the event marked the beginning of the Klondike Gold Rush, prompting enthusiastic miners from Seattle and San Francisco to join the search. As you might have already guessed, “Discovery Day” is celebrated in several other parts of the world, signifying a variety of different events and sightings. These areas include The Bahamas (commemorating Christopher Columbus’ discovery of the New World in 1492), Brazil (in honor of Pedro Alvares Cabral who […]
When I worked as a business journalist, I used to have an editor who wouldn’t let me begin working on a story idea until I had first pitched an eye-catching headline to accompany the finished piece. Initially, I found this idea counter-productive, and quite frankly, infuriating. After all, how could I know what the headline of a story was going to be before I had done the interviews and the research necessary to write my piece? Over time, though, I began to see the error of my ways. If the body of a story is the product you offer to the masses, the headline — along with the thumbnail image you use — is the packaging that tells people what’s inside and gets them excited to open it. Today, the headline is an integral part of my process for developing story ideas, as I know that I can’t serve readers […]
Content marketing may be a timeless concept, but its role within the digital media ecosystem is brand new. It’s known that that blog posts, infographics, and videos are critical tools for building long-term customer relationships, but it’s also hard to connect ROI and effort. When it comes to content, purchases and transactions tend to happen over the long-term. Unlike other forms of marketing like search campaigns on AdWords and homepage takeover ads on mainstream media sites, your audiences won’t be looking at ads—they’ll be reading helpful, entertaining, and engaging educational materials from your company. Success, here, looks different from an immediate transaction, and as a content marketing leader, you need to focus on metrics that illuminate the full buyer journey. Most likely, you’re already tracking these data points to quantify reach and engagement. What you need to do is give your metrics a human story. Here’s how: What you’re tracking: […]
What is content discovery? Content discovery is the process of finding something––be it information, entertainment, etc.––online across websites, blogs, social media, and more. One of the biggest questions we hear at Taboola is how our platform is different from PPC on search and display networks. We’ve found that there’s a very simple way to approach this topic: It’s all about discovery. On search, for instance, audiences are typically looking for something in particular. By advertising through Google AdWords, you’re generally positioning your company to provide a very specific answer to a question. By advertising through display, you’re likely delivering a healthy dose of product-related messaging. When it comes to Taboola, however, none of these dynamics apply. Audiences are likely in-the-moment, looking to discover great content, new topics, and sources of entertainment. As a result, there is a strong opportunity for brands that are looking to build long-term relationships with new […]
Content marketing has gained popularity in recent years, due especially to its wide reach. These four brands fill you in on their secrets to success.
People seem to be creating more content than ever before, and the number of digital formats available can be overwhelming: text, video, slideshows, infographics, quizzes, the list goes on. Although content marketing helps cut through the clutter, the format you choose plays a big role in whether or not that piece of content actually resonates with your target audience. Taboola teamed up with ClickTale, the leading customer experience firm, to take a closer look at how people consume two of the most widely used formats: text and video. Video Creates an Empathetic Connection Studies show that watching video activates our brain’s “mirror neuron mechanism,” enabling us to experience (to a lesser degree) the behaviors and sensations of the people on-screen. This neurological activity makes the spectator much more emotionally involved in a way that text alone cannot replicate. Reading Activates Our “Inner Voice” While watching video is a passive experience, […]