Getting your content in front of the right audience is the linchpin of an effective content marketing strategy. Whether it's content you're publishing on your own site or articles you're getting published in external publications, developing and maintaining a sound audience-centric strategy is necessary for ensuring successful reach and results. On December 15, Yoav Ilovich (head of Advertising Product, Taboola) and Joshua Johnson (VP, Influence &Co.) discussed how to connect your content to the best audience possible through a combination of paid promotion tactics and contributed articles to targeted media outlets.

1. Thank you for joining
Hitting the Content Bullseye
How Targeting Drives Results
We will begin shortly…

2. HITTING THE CONTENT
BULLSEYE: HOW
TARGETING DRIVES
RESULTS

3. YOAV ILOVICH
Head of Advertising Product,
Taboola
JOSH JOHNSON
Vice President Influence &
Co.

4. Section One: The Value of
Targeting
Create Content + Target Right Audience =

5. But is it effectively
executed?
It’s cliché, but do companies
really understand how to target
the right audience with their content?

7. Your Audience

8. Your Audience

9. Section Two: Audience Selection
Example: You’re a fast-growing software
company
Target audience: CEOs

10. Publications Targeting CEOs
Mainstream Publications Niche Publications

11. Steps to Find a Niche
Publication
1. Defining your audience.
2. Understanding different outlets to help influence
and reach that audience.
3. Strategically creating relevant content for that
outlet.

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

13. 92% of editors prefer contributed
content from industry experts and
leaders over journalists.

14. 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:

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

16. 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 traffic
• 72% increase in conversion rate

17. • 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.

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

19. Where Distribution Comes In
A solid distribution strategy is what fuels the success of
your content in order to:
• Build authority for both the company and your
personal brand
• Increase content marketing ROI
• Drives sales opportunities

20. I’M HERE TO HELP
To 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 josh@InfluenceandCo.com.

21. TABOOLA
TARGETING
WEBINAR

22. TARGETING: FINDING THE NEEDLES IN
THE HAYSTACK
300B
monthly
recommendations750M
monthly
Unique users
1,000S
Publisher sites
with native
placements
241
Countries with
Taboola traffic

23. TABOOLA’S PREDICTIVE ENGINE
Personal Preferences
Device
Time
of Day
Location
Social
Trends

24. • Efficiency
• Maximal scale
• Tailored creative
• Post-click
• Further down the funnel
WHY TARGET BEYOND
TABOOLA’S PREDICTIVE ENGINE?

25. • Creative
• Geo
• Platform
• Day-parting
• Bidding
• Contextual
BASIC TARGETING

26. AUDIENCE TARGETING- 1ST AND 3RD PARTY DATA

27. AUDIENCE TARGETING- RETARGETING

28. #LikeableICO @tweetJohnHall @DaveKerpen
SAMPLE CONSUMER TARGETABLE
AUDIENCES
• Active Lifestyle
• Buying Channel Preference
• Cell Phone Carrier
• Children’s Age Ranges
Present in Household
• CreCollege Apparel
Trendsetter
• dit Card Type
• Early Technology Adopter
• Age in Two Year Increments
• Ethnicity
• Female Apparel Trendsetter
• Political Party
• Presence of Children
• Purchase Apparel from an
Online Pure Play Store
• Likely New Vehicle Brand
• Likely to Watch Sports on
TV
• Marital Status
• Purchase Apparel from an
Upscale Store
• Purchase Luxury Brands
• Estimate Household
Income
• Home Ownership
• Home Size
• In the Market for a new Car
• Income Code-Estimated
Household
• International Leisure Travel
• Likely in Market for a
Home
• Likely Investor Type
• Occupation
• Online Heavy Users
• Pet Owner

29. Company
SizeFortune 500
X-Large (5001+ employees)
Large (1000 - 5000)
Medium (101 - 1000)
Small (21 - 100)
Micro (1-20)
Job Function
C-Suite
Consultants
Education
Engineering/Technical
Finance
Government
Human Resources
Information Technology
Legal
Marketing
Medical & Health
Nurse
Operations
Sales
Scientists
IndustryManagement
Consulting
Consumer Services
Cultural
Education
Energy & Utilities
Finance
Government
Accounting Services
Advertising &
Marketing
Agriculture
Architecture
Business Services
Commercial Printing
Construction
Seniority
Executives
Mid-management
Non-management
more...
Professional
Segments
Business Professionals
Small Business Professionals
High Net Worth Professionals
Finance Professionals
IT Professionals
SAMPLE BUSINESS TARGETING PARAMETERS
Company Size
IndustryJob
Function
Professional
Segments
Seniority

30. BRINGING IT
ALL TOGETHER

31. #LikeableICO @tweetJohnHall @DaveKerpen
THANK YOU!