- Taboola Blog
- Content Marketing
Unlike traditional forms of advertising (e.g. billboards, banner ads), content has the unique ability to educate consumers about a new product or service through in-depth storytelling. Having experimented with an array of online promotion strategies, digital upstart Plated — which empowers foodies to cook chef-designed recipes at home — learned that content often drove the most knowledgeable and interested consumers to its website. Taboola partnered with Plated to promote its unique story on premium publisher websites around the web, matching its branded content and positive third-party media coverage with relevant audiences that were steeped in “content consumption” mode. The highly cost-effective campaign generated a significant boost in Plated’s new customer sign-ups, and we published a case study detailing the results. Key highlights include: Plated achieved a 75 percent drop in CPA (cost-per-acquisition) on Taboola through rigorous A/B testing and optimization. With Taboola, Plated generated over 1 billion impressions in January […]
As Mother’s Day approaches, we thought it was prime time to take a closer look at what makes moms tick (Hint: It’s not just baby content) and how marketers can connect with (and convert) this highly-sought after target audience. Here are 5 things to consider when creating content for today’s digitally savvy modern moms: Move beyond desktops. According to the IAB 2015 State of Modern Motherhood report, 90% of millennial moms own smartphones as opposed to only 65% in 2012, and 57% of millennial moms own tablets versus 29% in 2012. Beyond ownership, the amount of time moms spend consuming content is higher than one might imagine. A recent study conducted by AOL and Insights Now found that moms with younger children spend 22% more time on their smartphones every month than the average millennial. To maximize your brand’s exposure to this target audience, ensure your content is easily […]
These days, more and more marketers are creating content that is performance-driven. Content discovery platforms like Taboola are a great way to introduce your product or service to people who would not have otherwise found it. At Taboola, we leverage advanced mathematical algorithms to make sure that the right audience discovers your content, and help optimize your campaign for any KPI: Purchase, lead generation, subscriptions… Everything from dog food, to insurance, to laser eye surgery! But as you know, a successful campaign starts with amazing content. There are millions of pieces of content on our network, and we’ve learned a thing or two about what works best. Whether you’re offering financial products or a next-generation mascara, there are some golden rules about format that will help set you up for success. We’ve created this infographic to help guide you through everything you need to create performance content that will thrive! Click […]
They say images are worth a thousand words. We’re not sure about that, but we do know that they get at least 30% more shares on social media. Gallery pages are a great way to display image-driven content and provide organization and structure. Decide If Gallery Pages Would be an Effective Format for Your Content Galleries help user engagement because they require continuous interaction with the page, and give the user a sense of control. When is it effective to use a gallery? Ask yourself these questions: Are there clear steps or numbered items in your content? Can you add an image for each concept you are introducing? Do you have more than 4 items but less than 25? Will breaking up your content improve readability? Use Your Titles to Encourage Clicks The best titles for galleries promise something. Consuming gallery content takes time, so be sure to provide something […]
Last Wednesday, Taboola participated in one of PluggedIn BD’s popular monthly roundtables to discuss the topic of Content Distribution. The wide-ranging conversation included executives from a variety of companies, spanning established media (New York Times, WIRED) to new media (PlayBuzz, Huffington Post) to content marketing firms (NewsCred, Moveable Media) and content distribution platforms (including Taboola). With such a big topic, and a wide cast of perspectives, the discussion underscored how much change is occurring in the online content space, and how the blurring of roles and buzzwords seems to be a constant reality. Jason Sylva, Executive Director of Audience Development at the New York Times, explained how the country’s paper of record is now both a content marketing seller (T Brand Studio is its in-house advertorial team) and a buyer (having placed native ad buys on sites like BuzzFeed). Kik Messenger strategic head Devrin Carlson-Smith confidently predicted that “whoever wins […]
There are over 5M pieces of content currently promoted through our content discovery platform, and thousands of brands running content campaigns. It’s fair to say that we’ve pretty much seen it all, and on the way learned a thing or two about what makes people click and engage across our platform. Garnering clicks and engagement is not an exact science. Fads can come and go. But over time, we’ve managed to figure out specific things that work better than others. We decided to create an infographic chock full of highlights, so that if you decide to set up a sponsored content campaign, you’ll have a few simple tips in your back pocket to help put your content front and center so it gets noticed by just the right people. Click the thumbnail below to see the full infographic.
What should I pack in my labor and delivery bag? Are baby pacifiers dangerous? How can I stop my kids from fighting? These are just some of the numerous questions swimming through the brains of both moms and dads that Bundoo, a unique parenting website, tackles. Part medical advice/ part community, Bundoo has successfully created a new, comprehensive digital hub for parents and childcare professionals to connect, share, and learn. Bundoo helps attract readers to their website via Taboola’s content discovery platform which shares their high-quality content with parents across a network of premium websites. “In comparison with other advertising platforms we use to promote Bundoo content, Taboola’s traffic quality wins,” says Stephanie Winans, COO at Bundoo. “With a bounce rate 22% lower than other content discovery platforms, more time on site and pages per visit, our visitors from Taboola are some of our most engaged.” Headlines like “Birth Order: Character […]
You’ve created the most spectacular, engaging content in the world and you just know it will resonate with your target audience, but how do you reach those people? “If you build it, they will come” just doesn’t apply to content marketing. Publishing content is simply not enough to attract the right people to consume your content and hopefully take action. If you’re like the millions of marketers out there who are rethinking their advertising strategies, then you’re contemplating whether or not to work with a content discovery platform. The question is: With the array of choices on the market, how do you best select a platform that will help you achieve your goals? In our recently published Content Discovery Guide, we created a checklist of key aspects you should consider when choosing a content discovery solution. Quality of Publisher Network – Where exactly does the recommendation widget appear? Do the […]
Peanut butter is to jelly as crackers are to… CHEESE! With that obvious pairing in mind, a few snack cracker experts went on a mission to “spread” their wealth of information about cheese to the world. See what I did there? Enter “CheeseRank,” a website dedicated to all things queso. Like bacon, cheese is generally loved by most and some people even crave cheese products to the point of obsession. Mac ‘n’ cheese, fried cheese, cheese crumble… how can you go wrong with anything oozing of cheese? As CheeseRank so eloquently professes, “a world without cheese is a very dark and disturbing place.” CheeseRank is currently sharing its valuable content across the Web via Taboola. Headlines such as “The Best Thing Since the French Kiss,” “Dear Bacon, Your Move,” and “3 Things You Didn’t Know About Storing Cheese” engage users to connect with content that is both educational and… well, cheesy! CheeseRank’s content […]
This week’s Taboola Think Tank kicks off with The Onion, which along with its sister site The A.V. Club, reaches more than 11 million unique visitors every month.