Sandra Wu (Paid Content Marketing Lead at Blinkist - Book Reviews in 15min - and founder of the copywriting course The Art of Content Marketing) shares how Blinkist used content marketing to scale up Outbrain and Taboola as one of its most important acquisition channels.
For a lot of apps that are trying to scale, using content marketing in app promotion (sending ads to an article) is replacing the app store flow.
Taboola and Outbrain are the two biggest native advertising channels and once they merge they will become the 3rd biggest ad network.
Apps found that the articles made for Outbrain and Taboola also work really well on social media channels, especially during times like Christmas where costs increase.
You might lose people with the extra step in the funnel. But the visitors will have read 800 words about your app and will be a lot more convinced about it, which reflects in the metrics: -10% signup rate, +20% purchase rate, +10% LTV.
You should never pursue content marketing ads before you have fully scaled/exhausted app install ads on Facebook.
Outbrain and Taboola are only worth it if you have resources on your UA team. If everyone is maxed out, go with an existing channel. Run a campaign for a week then pause and look at your numbers to fix bottlenecks. Cf. recommendations.
If signup rate is what you're struggling with then think about adding more value: more details, screenshots of the app, play around with the layouts and call to actions. Do not have more than 3 CTAs/buttons.
In terms of ad tech maturity (algorithm, ad sets, etc.), Taboola and Outbrain are maybe 5 years behind Facebook. Outbrain has introduced a lot of features and as they merge they might progress even faster.
For a lot of apps that are trying to scale, using content marketing in app promotion (sending ads to an article) is replacing the app store flow.
Taboola and Outbrain are the two biggest native advertising channels and once they merge they will become the 3rd biggest ad network.
Apps found that the articles made for Outbrain and Taboola also work really well on social media channels, especially during times like Christmas where costs increase.
You might lose people with the extra step in the funnel. But the visitors will have read 800 words about your app and will be a lot more convinced about it, which reflects in the metrics: -10% signup rate, +20% purchase rate, +10% LTV.
You should never pursue content marketing ads before you have fully scaled/exhausted app install ads on Facebook.
Outbrain and Taboola are only worth it if you have resources on your UA team. If everyone is maxed out, go with an existing channel. Run a campaign for a week then pause and look at your numbers to fix bottlenecks. Cf. recommendations.
If signup rate is what you're struggling with then think about adding more value: more details, screenshots of the app, play around with the layouts and call to actions. Do not have more than 3 CTAs/buttons.
In terms of ad tech maturity (algorithm, ad sets, etc.), Taboola and Outbrain are maybe 5 years behind Facebook. Outbrain has introduced a lot of features and as they merge they might progress even faster.
For a lot of apps that are trying to scale, using content marketing in app promotion (sending ads to an article) is replacing the app store flow.
Taboola and Outbrain are the two biggest native advertising channels and once they merge they will become the 3rd biggest ad network.
Apps found that the articles made for Outbrain and Taboola also work really well on social media channels, especially during times like Christmas where costs increase.
You might lose people with the extra step in the funnel. But the visitors will have read 800 words about your app and will be a lot more convinced about it, which reflects in the metrics: -10% signup rate, +20% purchase rate, +10% LTV.
You should never pursue content marketing ads before you have fully scaled/exhausted app install ads on Facebook.
Outbrain and Taboola are only worth it if you have resources on your UA team. If everyone is maxed out, go with an existing channel. Run a campaign for a week then pause and look at your numbers to fix bottlenecks. Cf. recommendations.
If signup rate is what you're struggling with then think about adding more value: more details, screenshots of the app, play around with the layouts and call to actions. Do not have more than 3 CTAs/buttons.
In terms of ad tech maturity (algorithm, ad sets, etc.), Taboola and Outbrain are maybe 5 years behind Facebook. Outbrain has introduced a lot of features and as they merge they might progress even faster.
Notes for this resource are currently being transferred and will be available soon.
[💎@02:30] For a lot of apps that are trying to scale, using content marketing in app promotion (sending ads to an article) is replacing the app store flow.
[💎@03:04] Taboola and Outbrain are the two biggest native advertising channels and once they merge they will become the 3rd biggest ad network.
[💎@05:24] Apps found that the articles made for Outbrain and Taboola also work really well on social media channels, especially during times like Christmas where costs increase.
It's been trending up for Blinkist.
[💎@07:33] You might lose people with the extra step in the funnel. But the visitors will have read 800 words about your app and will be a lot more convinced about it, which reflects in the metrics: -10% signup rate, +20% purchase rate, +10% LTV.
Expands the reach and more "in-depth" messaging which allows you to cast a wider net.
[💎@10:40] You should never pursue content marketing ads before you have fully scaled/exhausted app install ads on Facebook.
[💎@15:22] Outbrain and Taboola are only worth it if you have resources on your UA team. If everyone is maxed out, go with an existing channel. Run a campaign for a week then pause and look at your numbers to fix bottlenecks. Cf. recommendations.
Recommendations to fix bottlenecks
[💎@16:38] If signup rate is what you're struggling with then think about adding more value: more details, screenshots of the app, play around with the layouts and call to actions. Do not have more than 3 CTAs/buttons.
At Blinkist they do not pitch an app for use cases where it doesn't justify paying 80 euros a year.
Results if it works.
[💎@02:30] For a lot of apps that are trying to scale, using content marketing in app promotion (sending ads to an article) is replacing the app store flow.
[💎@03:04] Taboola and Outbrain are the two biggest native advertising channels and once they merge they will become the 3rd biggest ad network.
[💎@05:24] Apps found that the articles made for Outbrain and Taboola also work really well on social media channels, especially during times like Christmas where costs increase.
It's been trending up for Blinkist.
[💎@07:33] You might lose people with the extra step in the funnel. But the visitors will have read 800 words about your app and will be a lot more convinced about it, which reflects in the metrics: -10% signup rate, +20% purchase rate, +10% LTV.
Expands the reach and more "in-depth" messaging which allows you to cast a wider net.
[💎@10:40] You should never pursue content marketing ads before you have fully scaled/exhausted app install ads on Facebook.
[💎@15:22] Outbrain and Taboola are only worth it if you have resources on your UA team. If everyone is maxed out, go with an existing channel. Run a campaign for a week then pause and look at your numbers to fix bottlenecks. Cf. recommendations.
Recommendations to fix bottlenecks
[💎@16:38] If signup rate is what you're struggling with then think about adding more value: more details, screenshots of the app, play around with the layouts and call to actions. Do not have more than 3 CTAs/buttons.
At Blinkist they do not pitch an app for use cases where it doesn't justify paying 80 euros a year.
Results if it works.
[💎@02:30] For a lot of apps that are trying to scale, using content marketing in app promotion (sending ads to an article) is replacing the app store flow.
[💎@03:04] Taboola and Outbrain are the two biggest native advertising channels and once they merge they will become the 3rd biggest ad network.
[💎@05:24] Apps found that the articles made for Outbrain and Taboola also work really well on social media channels, especially during times like Christmas where costs increase.
It's been trending up for Blinkist.
[💎@07:33] You might lose people with the extra step in the funnel. But the visitors will have read 800 words about your app and will be a lot more convinced about it, which reflects in the metrics: -10% signup rate, +20% purchase rate, +10% LTV.
Expands the reach and more "in-depth" messaging which allows you to cast a wider net.
[💎@10:40] You should never pursue content marketing ads before you have fully scaled/exhausted app install ads on Facebook.
[💎@15:22] Outbrain and Taboola are only worth it if you have resources on your UA team. If everyone is maxed out, go with an existing channel. Run a campaign for a week then pause and look at your numbers to fix bottlenecks. Cf. recommendations.
Recommendations to fix bottlenecks
[💎@16:38] If signup rate is what you're struggling with then think about adding more value: more details, screenshots of the app, play around with the layouts and call to actions. Do not have more than 3 CTAs/buttons.
At Blinkist they do not pitch an app for use cases where it doesn't justify paying 80 euros a year.
Results if it works.
