Discovery and B2B: How to Make Your Campaigns Soar
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You Have Seen Us Before Enabling people to discover content at that moment when they are most likely to engage
Transcript of Discovery and B2B: How to Make Your Campaigns Soar
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
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