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 […]
With operations spanning Pune, Mumbai, Bangalore and Delhi, Amura is one of India’s leading digital marketing firms, with a client roster that includes many of the country’s top real estate brands. In an effort to activate the pan-India real estate market, Amura organized the first-ever Indian Realty Flash Sale (IRFS 2015), a four-day online real estate event showcasing properties across 15 cities and 50 top Indian developers. Given the time-sensitive nature of the sale, Amura teamed up with Taboola to target audiences across the web in real-time, driving probable buyers to the IRFS microsite and generating new leads for potential sales. Following the success of the campaign, our teams published a Think Tank interview with Amura’s paid media manager, along with a case study that provides an in-depth look at the collaboration. Some of the key highlights include: Taboola’s advanced targeting drove an average 10 percent boost in qualified traffic […]
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.
There’s no exact formula for publishing the perfect piece of branded content. As is the case with any creative work, you’re going to go through a period of trial and error before you find the process that works best for you, and there are going to be some hits and misses along the way. Even now, five years into my career as a professional writer, I am still tinkering with how I do things, learning from my peers, and searching for ways to get better. With that said, I’ve looked at thousands of branded content items over the past two years — first as an advertising reporter and later as a content marketing writer — and I’ve noticed that the best stories always have a few things in common. Here are the four elements I’ve found to make up an amazing piece of branded content. An enticing headline that lives […]
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 […]
As the effectiveness of online “push” advertisements continues to wane, there is a surge of new interest around inbound marketing methods. Content has proven to be a powerful way of attracting and engaging new customers, and software companies like Hubspot are building platforms that help companies manage and optimize lead generation throughout the entire customer decision process. Based in México, inbound marketing agency Grou works with clients around Latin America on incorporating these new methods into their overall marketing strategies. Following its own best practices, Grou began building out its company blog with actionable tips for marketers and insights derived from successful case studies. The company encountered limited success promoting its services across search and social channels, but after partnering with Taboola, discovery soon emerged as the most effective lead-gen channel. We recently published a case study featuring Taboola’s work with Grou, including some of the below key highlights: Discovery […]
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: […]
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.