Taboola

Global Content Management and Digital Marketing

Managing Taboola's content marketing department, I've established our goals, our content processes, and how we report on them—and I've had a ton of fun doing it.

 
 
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GOALS & REPORTING PROCESS

Taboola uses content for a variety of purposes, but the two main KPIs are brand awareness and customer acquisition.

I work with stakeholders across our corporate marketing, sales and acquisition teams to align our content marketing strategy with their needs. I report on the following every quarter:

  • Overall blog, resources and case study traffic, engagement and conversions
  • Overall social media and search engine reach and engagement
  • Overall newsletter reach and engagement
  • Breakdown of paid & organic acquisition sources, and ROI analysis of each.

Since I've been with Taboola, I've more than quadrupled traffic and engagement.

 

Traffic*

*Numbers are not exact, and have been altered to reflect trends.

Engagement*

*Numbers are not exact and have been altered to reflect trends.

EDITORIAL CALENDAR

Managing content strategy across departments and geos means keeping tight reigns on the editorial calendar, which guides my day to day schedule.

To align content with our marketing and product activities, I begin each year by developing a monthly overview—this includes events we're attending, holidays and cultural milestones we're looking to be a part of, and cornerstone content release dates. All of this is organized by region, including the Americas, Europe and APAC.

The rest of my calendar is completed as I go—usually a month or two ahead of schedule—to align with this broader view, as well as our ongoing monthly and quarterly content needs.

My calendar includes:

  • Publish dates and notes on development for blog posts, cases studies and resources
  • Authors, bylines and distribution budget
  • Content type, title, category and purpose
  • Distribution channels and keywords
 Click to view  sample .

Click to view sample.


SOCIAL MEDIA

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NEWSLETTER

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PAID DISTRIBUTION

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