hitting the content bullseye: how targeting drives results

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Hitting the Content BullseyeHow Targeting Drives Results

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Hitting the content bullseye: how targeting drives results

YOAV ILOVICHHead of Advertising Product, Taboola

JOSH JOHNSONVice President Influence & Co.

Section One: The Value of Targeting

Create Content + Target Right Audience =

But is it effectively executed?

Its clich, but do companies really understand how to target the right audience with their content?

Everyone can get on board with the fact that their content + marketing is being target at the right audience. Its cliche at this point.

Best example of distribution when I start a convo, we start talking about publications and they end up saying I really think something like Forbes would be a good one yet Forbes is super targeted

Your Audience


Your Audience


Section Two: Audience SelectionExample: Youre a fast-growing software company

Target audience: CEOs

Publications Targeting CEOsMainstream PublicationsNiche Publications

Steps to Find a Niche PublicationDefining your audience. Understanding different outlets to help influence and reach that audience.Strategically creating relevant content for that outlet.

Section Three: How Do You Decide What to Publish?Audience-centric brand and perspective.Stop selling youre not putting out an advertorial.Content that is educational and adds value always prevails.

92% of editors prefer contributedcontent from industry experts and leaders over journalists.

Trust + Top of Mind Marketing = Opportunity

We work with everyone from VC-backed startups to Fortune 500 companies but our core target audience is:

B2B Marketers CMOs, VPs of marketing, directors of marketing, etc.

Our internal experts publish to:

While Inc. and Forbes do perform well, its clear that niche publications, such as SmartBlogs and HubSpot convert better for us in the long-run.

After launching a content campaign in Q1 of this year, ramping up guest contributed content to niche publications we saw the following:

ROI from Our Q1 Campaign

151% increase in referral traffic72% increase in conversion rate

Audience: CMOs and senior level marketing professionals at large brands.

GES thought leaders have been published more than 100 times, have an average of more than 320 shares per article, and a social reach of more than eight million.

GES thought leadership content is now regularly picked up by event marketing trade journals, including the Trade Show News Network, which serve a combined 150,000 subscribers each month.

Audience: Senior-level executives at medium- to large-sized companies

Where Distribution Comes InA solid distribution strategy is what fuels the success of your content in order to: Build authority for both the company and your personal brandIncrease content marketing ROIDrives sales opportunities

IM HERE TO HELPTo download the resources I mentioned, visit www.influenceandco.com/resource-library. Tweet your questions to me: @JoshuaJohnsonT.Connect with me on LinkedIn.Email me at [email protected].

TABOOLATARGETING WEBINAR

TARGETING: FINDING THE NEEDLES IN THE HAYSTACK

300Bmonthlyrecommendations

750MmonthlyUnique users

1,000SPublisher siteswith nativeplacements

241Countries withTaboola traffic

TABOOLAS PREDICTIVE ENGINE

Personal Preferences

Device

Timeof Day

Location

SocialTrends

EfficiencyMaximal scaleTailored creativePost-clickFurther down the funnelWHY TARGET BEYOND TABOOLAS PREDICTIVE ENGINE?

CreativeGeoPlatformDay-partingBiddingContextual

BASIC TARGETING

AUDIENCE TARGETING- 1ST AND 3RD PARTY DATA

AUDIENCE TARGETING- RETARGETING

SAMPLE CONSUMER TARGETABLE AUDIENCESActive LifestyleBuying Channel PreferenceCell Phone CarrierChildrens Age Ranges Present in HouseholdCreCollege Apparel Trendsetterdit Card TypeEarly Technology AdopterAge in Two Year IncrementsEthnicityFemale Apparel TrendsetterPolitical PartyPresence of ChildrenPurchase Apparel from an Online Pure Play StoreLikely New Vehicle BrandLikely to Watch Sports on TVMarital Status

Purchase Apparel from an Upscale StorePurchase Luxury BrandsEstimate Household IncomeHome OwnershipHome SizeIn the Market for a new CarIncome Code-Estimated HouseholdInternational Leisure TravelLikely in Market for a HomeLikely Investor TypeOccupationOnline Heavy UsersPet Owner

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Company SizeFortune 500X-Large (5001+ employees)Large (1000 - 5000)Medium (101 - 1000)Small (21 - 100)Micro (1-20)Job FunctionC-SuiteConsultantsEducationEngineering/TechnicalFinanceGovernmentHuman ResourcesInformation TechnologyLegalMarketingMedical & HealthNurseOperationsSalesScientistsIndustryManagement ConsultingConsumer ServicesCulturalEducationEnergy & UtilitiesFinanceGovernmentAccounting ServicesAdvertising & MarketingAgricultureArchitectureBusiness ServicesCommercial PrintingConstructionSeniorityExecutivesMid-managementNon-managementmore...Professional SegmentsBusiness ProfessionalsSmall Business ProfessionalsHigh Net Worth ProfessionalsFinance ProfessionalsIT ProfessionalsSAMPLE BUSINESS TARGETING PARAMETERSCompany SizeIndustryJob FunctionProfessionalSegmentsSeniority

BRINGING IT ALL TOGETHER

THANK YOU!

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