PowerPoint Presentation

WELCOME

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How to Create Content That Converts

INBAR YAGUR,SENIOR CONTENT STRATEGISTHOW TO CREATE CONTENT THAT CONVERTS#TaboolaOnTour

I want to engage with my social networkI want to consume contentI want to find information about a specific topicSearchDiscovery

Social

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WHAT CONTENT CONSUMPTION MODE MEANS FOR PERFORMANCE-DRIVEN CONTENTUser hasnt directly sought out your product, and is flying blind

User isnt in Decision Making Mode

You have reached an audience you would have never found otherwise

You have a captive audience for your pitch

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YOUR GOAL

Reach and engage the user.

Gradually guide them to your KPI.

Make the action easy.#TaboolaOnTour

THE TABOOLA CONVERSION FUNNEL#TaboolaOnTour

VIEW AND CLICKKNOW YOUR PRODUCT AND ITS AUDIENCE5 Great Ways to Ask Someone Out10 Tips to Impress on a First Date8 Reasons to Try Online Dating

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HOW TO MAKE YOUR CONTENT PERFORM

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THE ALLOWANCE ANALOGY

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Inform first, sell secondTie in your product gradually and organicallyImagine clicking on an article link and seeing this:

(Youd close the window, and so would any other user)MAKING IT HAPPEN

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DID YOU KNOW?

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THE AVERAGE INTERNET USERSkimmers: Scan the page quickly, skim a few paragraphs, then decide if they want to fully engageReaders: Arrive on your site and immediately engage 30% and Shrinking70% and Growing

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MEET USER EXPECTATION

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EASY NAVIGATION

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AVOID DENSE TEXT

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KEEP THE PAGE CLEAN

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(But not too short)!300 - 600 WordsKEEP IT SHORT#TaboolaOnTour

Remember the user didnt arrive from search or your home page.If you want them to take action, tell them why! (and try to keep it to the bottom third of the content)

GIVE THE USER CONTEXT

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The bottom of an article is prime real estate.

Primary KPI

Secondary KPIDRIVING TOWARD YOUR KPI#TaboolaOnTour

ANY KPI IS RELEVANT

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DO: INTEGRATED FORM FIELDS

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DO: TEXT AND A BUTTON#TaboolaOnTour

DONT: KEEP IT IN THE RIGHT RAIL

DONT: KEEP IT IN THE RIGHT RAIL#TaboolaOnTour

DONT: MAKE IT LOOK LIKE A BANNER

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AND REMEMBERThe user shouldnt work for you. This means:

Minimal form fields

When possible - automatic integration (facebook connect, paypal, etc)#TaboolaOnTour

TRACK YOUR DATA

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A/B TEST EVERYTHING!

George Clooney's Surprising Family HistoryYou Won't Believe Who's Related to Abraham Lincoln387.5%

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A/B TEST EVERYTHING!

57%

QUESTIONS?#TaboolaOnTour

CONTENT WORKSHOPCome up with an article idea that will effectively sell the product.

Write a 2-3 sentence summary of the article.

Come up with 3 title options for the article.

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DRESSMEDressMe is an eCommerce site that concentrates on getting one item absolutely perfect: The Maxi Dress. All of their dresses are made from the same comfortable, breathable, and eco-friendly material. The dresses come in every womens size (petite and plus included), and in a wide range of colors.

Here are a few more facts you should know:

It has a customize tool that lets users select their top style from five options: spaghetti straps, strapless, short sleeve, mid-length sleeve, and long sleeve. It will also let users enter their height and ensure the dress is the appropriate length and wont need to be altered.

For every dress sold, the company donates $1 to a famous womens charity organization.

The price point is $24.99 per dress; $19.99/dress if you buy three.#TaboolaOnTour

RENTSAFERentSafe is a business that markets leads to insurance companies looking to sell renters insurance (e.g. personal property coverage in the event of a fire, robbery, etc.). They generate those leads primarily through an online rate quote tool, where the user can enter some basic information and view a range of offers based on their submitted details.

Here are some more facts about this product:

It is the only company in the country that provides this service.

Not many people fully understand the importance of renters insurance.

Renters insurance is very low-cost.

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ANTHILLAntHill is a socially conscious, investment service start-up that manages a savings account for users with an automatic monthly deposit. It is higher-yield than a regular savings account because it puts customers money into a group investment fund of stocks and bonds with a slightly higher risk factor than banks (while still managing risk).

The minimum monthly deposit is only $25, which allows for young people, middle-class and working families to afford the service. It has an online application that will allow you to easily follow the progress of your investments.

Users can select one of three risk levels: Level 1 is relatively low risk, with an average annual percentage yield (APY) of 5%; Level 2 is medium-risk, averaging 10-15% APY; Level 3 is high-risk, but APY can be as high as 30% (though with a higher risk of loss). The product is designed for people who want the benefits of investing in the stock market, without the need for a lot of knowledge. It does all of the hard work for you, and communicates your status in an honest, easy-to-understand way.

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CLIENTRACK

ClienTrack is a customer relationship management (CRM) system built for small businesses with brick-and-mortar shops. The CRM system is fully integrated, connecting a shops point-of-sale system with advanced marketing tools, enabling businesses to identify groups of clients and create personalized marketing pushes (e.g. repeat business; notifying clients if an item has recently been re-stocked; checking in with existing customers).

Here are some more facts about this product:

A customer is logged either at the register, or through scanning a QR code at any point during their shopping experience in order to receive a discount. The product also tracks online promotions using specialized coupon codes that customers must submit when making the actual in-store purchase.It has a very sleek and easy-to-follow interface, and is hosted entirely in the cloud, so it can be accessed from anywhere.#TaboolaOnTour

MEBOOKSMeBooks is like Netflix, only for books! Or better yet - a library that you dont have to drive to! It delivers real, hardcover and paperback books directly to your door, with a prepaid envelope for you to return the book once youre done with it. Its a monthly subscription that costs $5.95 per month.

Here are some more facts about this product:

Its exactly like the original Netflix. You browse, choose a book, add it to your queue. You receive it in the mail, and the next book gets sent to you as soon as youre done with the previous one.

Your first month is free, but its an opt-out system. In other words - youve got to submit your credit card information to receive the 30-day free trial. MeBooks has a partnership with Audible and Kindle. If youve previously paid for a book in eBook format or audiobook, and then would like to borrow a physical copy, you can get 20% off your next months membership.#TaboolaOnTour

inbar.y@taboola.comTHANK YOU!

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