You Have Seen Us BeforeEnabling people to discover content at that moment when they are most likely to engage

Inbar Yagur,Senior Content Strategist

Discovery and B2B How to Make Your Campaigns Soar

Hi! Nice To Meet You!

8 Years Of Experience As A Content Creator,Editor And Strategist.

Inbar Yagur

4 Years At Taboola Helping Clients AchieveTheir Campaign Goals Using Content Strategy And User Funnel Optimization.

Agenda

A/B Testing

Taboola User Mindset

B2B Challenges

Content as a Targeting Tool

Third-Party Data Targeting

“I want to find information about a

specific topic”

Search“I want to consume

content”

Discovery“I want to engage with my friends”

Social

What“CONTENT CONSUMPTION MODE”Means for Performance-DrivenContent

• User hasn’t directly sought out your product, and is “flying blind”

• User isn’t in “Decision Making Mode”

• You have reached an audience you would have never found otherwise

• You have a “captive audience” for your pitch

B2B Challenges

Most business decisions have

a long lead time

It’s hard to reach decision

makers

Once decision makers are reached, it’s hard to keep them engaged

Tips for Campaign Success

Be mindful of campaign-level creatives that may ”read” as B2C

Top and mid-funnel goals usually work best

Give users a reason to leave their email address

eBook promotion: Don’t give too much away on the page

Title Best Practices

Call out your audienceUse industry termsSet up post click experience – (eBook Download), (Infographic)

Common Pitfalls

Sensational language that appeals to too broad an audienceNot enough contextToo long/ too shortDon’t assume the User Knows Who You are

Finding Your Audience

Content as Targeting Tool

Use content to speak to a wide audience by emphasizing your value proposition

Cast a broad net to find brand new audiences

Discover New Audiences by EmpoweringThem to Discover you

Target Audience for a Diaper AdMarried Women 25-38Everyone Else Who Buys Diapers

Create Content That Fits Your FunnelKnow Your Product and Its Audience

10 Tips to Impress on a First Date

8 Reasons to Try Online Dating

3rd Party Data Targeting

Can be a great way to reach decision makers

Different Targeting = Different Strategy

Audience Targeting

Sample Business Targeting Parameters

Company SizeFortune 500X-Large (5001+ employees)Large (1000 - 5000)Medium (101 - 1000)Small (21 - 100)Micro (1-20)

Job FunctionC-SuiteEducationFinanceGovernmentInformation Technology

SeniorityExecutivesMid-managementNon-management

Professional SegmentsBusiness ProfessionalsSmall Business ProfessionalsHigh Net Worth ProfessionalsFinance ProfessionalsIT Professionals

Job Function

Company Size

SeniorityProfessionalSegments

Industry

IndustryConsumer ServicesEducationEnergy & UtilitiesFinanceGovernmentAccounting ServicesBusiness Services

Targeted User = Broad Content

Content can be less specific to the audience

Content should still be related to your product

Targeting shrinks your user pool – so increase CTR to achieve scale

Content Targeting or Data Targeting?

Both!

A/B Test Everything!

A/B Test Everything!

George Clooney's Surprising Family

History

You Won't Believe Who's Related to Abraham Lincoln

387.5%

A B

A/B TESTEVERYTHING!

57%

Trending Words in B2B

Drone

Wearable Change

Innovation

Future

Industry

Read Simple

Next ComputerRevolution

IoT

Want

HybridMillenni

inbar.y@taboola.com

THANK YOU!www.linkedin.com/in/inbaryagur