דן שרמן, מנהל אופטימיזציה המרה באאוטבריין על– How to succeed with content marketing

1. How to succeed with content marketing
JUNE 2nd 2015
Dan
Sherman
Director
of
Conversion
Op0miza0on

2. Nice to meet you
Dan
Sherman
41
years
old,
Married
+4
13
years
in
the
online
marke0ng
world
Previously
@
Conduit
&
deltathree
Occasional
marathon
runner
Works
at
Outbrain
since
2014

3. Outbrain helps readers discover content

4. WE BRING TOGETHER
THE WORLD'S LEADING PUBLISHERS AND BRANDS

5. Outbrain at a Glance
500 MILLION
Unique visitors
20 billion
Page views
190 BILLION
Recommendations
OVER 77%
INTERNET REACH IN US

6. TheCustomer

7. The customer journey
Discovery
Realization of need
ConsideraTion
Conversion
Retention

8. It takes 10.4 sources of information
to make a decision
Zmot
report
by
Google

9. Comscore
data
mine|NIELSEN
22%SOCIAL
NETWORKING
21%SEARCH
19%EMAILS/
COMMUNICATION
20%READING
CONTENT
5%ONLINE
SHOPPING
13%MULTI-MEDIA
SITES
How People Spend Their Time

10. Bannerblindness

11. Display advertising
click-through-rates are dying
8%
7%
6%
5%
4%
3%
2%
1%
0%
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
**
The
Linus
Group,
Linus
Report.

12. *Nanigans
-­‐
Global
CPM
Facebook
Adver0sing
Benchmark
Report
Q2-­‐2014
*RKG-­‐
Digital
Marke0ng
Report
Q2-­‐2014
Ad Prices are Rising
+218%
year-over-year
+10%
year-over-year
U.S. Paid Search TrendsCPM Global

13. Recommenda0ons
from
people
I
know
Branded
websites
Consumer
opinions
posted
online
Editorial
content
such
as
newspaper
ar0cles
Ads
on
TV
Brand
sponsorships
Ads
in
newspaper
Ads
in
magazines
Billboards
and
other
outdoor
adver0sing
Ads
on
radio
Emails
I
signed
up
for
Ads
before
movies
TV
program
product
placement
Ads
served
in
search
engine
results
Online
video
ads
Ads
on
social
networks
Display
ads
on
mobile
devices
Online
banner
ads
Text
ads
on
mobile
phone
84%
69%
68%
67%
62%
61%
61%
60%
57%
57%
56%
55%
56%
48%
48%
48%
45%
42%
37%
%
point
change
from
2007
6%
9%
7%
N/A
6%
12%
-­‐2%
4%
N/A
3%
7%
18%
N/A
14%
N/A
N/A
N/A
16%
19%
%
of
global
online
consumers,
indica0ng
that
they
completely
or
somewhat
trust
each
form
Source:
Nielsen
Trust in Advertising

14. Recommenda0ons
from
people
I
know
Branded
websites
Consumer
opinions
posted
online
Editorial
content
such
as
newspaper
ar0cles
Ads
on
TV
Brand
sponsorships
Ads
in
newspaper
Ads
in
magazines
Billboards
and
other
outdoor
adver0sing
Ads
on
radio
Emails
I
signed
up
for
Ads
before
movies
TV
program
product
placement
Ads
served
in
search
engine
results
Online
video
ads
Ads
on
social
networks
Display
ads
on
mobile
devices
Online
banner
ads
Text
ads
on
mobile
phone
84%
69%
68%
67%
62%
61%
61%
60%
57%
57%
56%
55%
56%
48%
48%
48%
45%
42%
37%
%
point
change
from
2007
6%
9%
7%
N/A
6%
12%
-­‐2%
4%
N/A
3%
7%
18%
N/A
14%
N/A
N/A
N/A
16%
19%
%
of
global
online
consumers,
indica0ng
that
they
completely
or
somewhat
trust
each
form
Source:
Nielsen
Trust in Advertising

15. Recommenda0ons
from
people
I
know
Branded
websites
Consumer
opinions
posted
online
Editorial
content
such
as
newspaper
ar0cles
Ads
on
TV
Brand
sponsorships
Ads
in
newspaper
Ads
in
magazines
Billboards
and
other
outdoor
adver0sing
Ads
on
radio
Emails
I
signed
up
for
Ads
before
movies
TV
program
product
placement
Ads
served
in
search
engine
results
Online
video
ads
Ads
on
social
networks
Display
ads
on
mobile
devices
Online
banner
ads
Text
ads
on
mobile
phone
84%
69%
68%
67%
62%
61%
61%
60%
57%
57%
56%
55%
56%
48%
48%
48%
45%
42%
37%
%
point
change
from
2007
6%
9%
7%
N/A
6%
12%
-­‐2%
4%
N/A
3%
7%
18%
N/A
14%
N/A
N/A
N/A
16%
19%
%
of
global
online
consumers,
indica0ng
that
they
completely
or
somewhat
trust
each
form
Source:
Nielsen
Trust in Advertising

16. of
consumers
like
reading
content
from
brands
or
businesses
if
it’s
valuable
82%

17. digital marketing trends for 2015
Content
Marke0ng
29.6%
14.6%
12.8%
Big
Data
Marke0ng
Automa0on
Mobile
Marke0ng
11.0%
8.9%
Social
media
marke0ng
and
CRM
CRO/Improving
website
experiences
SEO
Communi0es
Paid
search
marke0ng
Partnerships
Display
Other
Online
PR
7.8%
4.3%
3.1%
3.0%
1.5%
1.5%
1.5%
1.0%
The
State
of
Digital
Marke0ng
in
2015
Source:
Smart
Insights|
January
15’

18. Source:
[CMI,
2014]
86%of b2b companies
77%of b2c’s
and
use content marketing to build their brands
online and generate more sales.

19. The big brands
are already there

20. (@mikolevy)
#digital14

21. “We don’t bring the product to the consumer, we bring
consumers to the product”

22. How
can you
do it?

23. 1.Defineyouraudience

24. AWARENESS
CONSIDERATION
Conversion
• Traffic
• Impressions
• Unique visitors
• Demo data
• Brand Lift
• Time spent on content
• Page views per session
• Content scroll downs
• Bounce rate
• Return visitors
• Social lift
• Search lift
• Brand lift
• Purchases
• Video views
• Sign-ups
• Downloads
• Installs
• Visits to high-value pages
• Retargeting
• Brand lift
2. Define your kpi

25. 3.Createcontent
OWNED
PROPERTIES
EARNED
media
paid
media
SOCIAL
PLATFORMS
brand
website
product
reviews
sponsored
content
content
hub
media
coverage
native
advertising

26. 4. Measurement

27. 4. Measurement
From last click Attribution to multi touch Attribution
100%
last Interaction

28. From last click Attribution to multi touch Attribution
100%
100%
last Interaction
First Interaction
20%
20%
20%
20%
20%
Linear
10%
30%
10%
40%
10%
Position Based
4. Measurement

29. 5. Distribute it
(@mikolevy)
#digital14

30. OrganicReachisDying
Average Organic Reach of Content Published
on Brand Facebook Pages
12.00%
All
Pages
Pages
w/
>500
Likes
10.00%
8.70%
8.00%
6.15%
6.00%
7.70%
11.58%
12.05%
Analysis
of
100+
Facebook
Brand
Pages
around
the
world
with
more
than
48
million
total
fans
conducted
by
Social@Ogilvy
in
February
2014.
Please
see
our
report,
"Facebook
Zero"
at
hkp://social.ogilvy.com
for
details.
4.00%
4.04%
3.51%
2.97%
2.71%
2.11%
2.00%
Oct
'13
Nov
Dec
Jan
'14
Feb

31. If it's worth creating,
it's worth paying to promote

33. Short
diges0ble
paragraphs

34. A
discovery
module

35. Social
sharing
buttons
&
user
touch-­‐
points
above
&
below
the
content

36. We are hiring