Best practices for B2B content strategy by Taboola's Senior Content Strategist, Inbar Yagur.

1. You Have Seen
Us Before
Enabling people to discover
content at that moment when
they are most likely to engage

2. Inbar Yagur,
Senior Content Strategist
Discovery and B2B
How to Make Your Campaigns Soar

3. Hi! Nice To Meet You!
8 Years Of Experience As A Content Creator,
Editor And Strategist.
Inbar Yagur
4 Years At Taboola Helping Clients Achieve
Their Campaign Goals Using Content Strategy
And User Funnel Optimization.

4. Agenda
A/B
Testing
Taboola User
Mindset
B2B
Challenges
Content as a
Targeting Tool
Third-Party
Data Targeting

5. “I want to find information
about a specific topic”
Search
“I want to consume
content”
Discovery
“I want to engage
with my friends”
Social

6. What
“CONTENT
CONSUMPTION
MODE”
Means for
Performance-
Driven
Content
• 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

7. 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

8. 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

9. Title Best Practices
Call out your audience
Use industry terms
Set up post click experience –
(eBook Download), (Infographic)

10. Common Pitfalls
Sensational language that appeals
to too broad an audience
Not enough context
Too long/ too short
Don’t assume the User Knows
Who You are

11. Finding Your Audience

12. 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

13. Discover New Audiences by Empowering
Them to Discover you
Target Audience for a Diaper Ad
Married Women 25-38
Everyone Else Who Buys Diapers

14. Create Content That Fits Your Funnel
Know Your Product and Its Audience
10
Tips to Impress
on a First Date
8
Reasons to Try
Online Dating

15. 3rd Party Data Targeting
Can be a great way to
reach decision makers
Different Targeting =
Different Strategy

16. Audience Targeting

17. Sample
Business
Targeting
Parameters
Company Size
Fortune 500
X-Large (5001+ employees)
Large (1000 - 5000)
Medium (101 - 1000)
Small (21 - 100)
Micro (1-20)
Job Function
C-Suite
Education
Finance
Government
Information Technology
Seniority
Executives
Mid-management
Non-management
Professional Segments
Business Professionals
Small Business Professionals
High Net Worth Professionals
Finance Professionals
IT Professionals
Job
Function
Company Size
Seniority
Professional
Segments
Industry
Industry
Consumer Services
Education
Energy & Utilities
Finance
Government
Accounting Services
Business Services

18. 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

19. Content Targeting or Data Targeting?
Both!

20. A/B Test Everything!

21. A/B Test Everything!
George Clooney's
Surprising Family History
You Won't Believe Who's
Related to Abraham Lincoln
387.5%
A B

22. A/B TEST
EVERYTHING!
57%

23. Trending Words in B2B
Drone
Wearable Change
Innovation
Future
Industry
Read Simple
Next Computer
Revolution
IoT
Want
Hybrid
Millenni

24. inbar.y@taboola.com
THANK YOU!
www.linkedin.com/in/inbaryagur