PR, Social Media & Retargeting

Yael Kochman

Content marketing expert and speaker. Head of Content Marketing at Teradata Mobile

PR, Social Media & Retargeting

Did you know that some of the best content marketing tools are coming out of Israel?

Wix, that  raised $127 Million in an IPO, is one of the top website builders in the world. Outbrain, the world’s largest content recommendations platform, is another Israeli based company. Other tools on this list are Swayy, a content discovery tool, Oktopost, a content distribution tool, and of course Roojoom.

But there’s more to content marketing than simply using the right tools. You also need the right strategy. This is why we founded a content marketing meet-up group to help marketers learn the best practices and latest trends in content marketing.

How can you create unique content that adds to the conversation – and gets the media’s attention?

According to Amy Kenisberg, PR is not very different than content marketing. In both cases, as long as you think about the audience and write content that’s relevant, you’ll do great. The only difference is that with content marketing, you are serving the content directly to your audience, whereas with PR it will go through your selected publisher to their audience. Put yourself in the reporter’s shoes and think: would this content interest the publications’ readers? What’s newsworthy about it? Will people want to share it?

To create a story that’s newsworthy you can take one of these three approaches:

  • Share objective statistics about your product that are relevant to the entire industry. This is the kind of information that adds to the conversation. If you are the only resource that is able to publish these statistics, you are giving to reporters something valuable that they can serve to their audience.
  • Opinions: write content that takes a stand on a recent event in your industry. Getting people to think is always good, usually opinions result in comments, shares, etc.
  • News you can use: establish your expertise by creating actionable content, such as how-to guides, 10 ways to do X, 10 tools to help you X, etc.

A good example for news you can use is this infographic by myThings that gives an overview of global shopping trends during The World Cup games. myThings is a retargeting company that caters to retailers from all over the world. During the football World Cup games they noticed extreme changes in online shopping volume in different countries as a result of their respective games’ turnouts.

By collecting this interesting and valuable information into an infographic, they got nice coverage on Forbes Magazine.

myThings Soccer Infographic

How to reuse content for PR?

There’s no harm in re-using the same content in different places in order to reach a wider audience. But when pitching content to major publications always pitch original content that has not been published elsewhere.

Once your content is published elsewhere for the first time, you should wait a reasonable amount of time before re-using your content on your own blog – and always link it back stating that this story first appeared on X (before reusing always double check the guidelines of the website that published your content, usually they specify the exact time you need to wait, and for some it is strictly not allowed).

When republishing content on your website, you need to address SEO issues. Search engines do not like to see the same content on more than one website, and this may hurt your site’s ranking. Avishai Sam Bitton, who runs marketing at imonomy, said “Even if you are allowed to re-publish the content on your blog, never copy paste the text. Instead, send it out on Elance or oDesk to a writer that will re-write the content into a 100% original page. This is important because it doubles the chances for your content to be seen. To be on the safe side, use Plagiarism Checker or Plagium republishing the new piece.”

How to leverage social media to drive readers to your content?

Quick Facebook stats:

  1. The ages of 55+ are the fastest growing audience on Facebook – 80% from 2011 to 2014
  2. Ages of 35-54 are not far behind with a growth of 41% between the same years
  3. If you’re aiming for a younger audience – there are 44 Million people between the age of 25-34 and 42 Million between the ages of 18-24

facebook age grups stats

Image source: Mashable

So yes, if your target audience are kids under 18, Facebook might not be the best channel at the moment. If you are selling adult diapers or hearing aid, Facebook might work better than old school TV infomercials.

Let’s talk B2B:

Fun fact: 87% of B2B marketers use social media to drive traffic to their content. Surprising fact: From data based on Oktopost user activity, 80.33% are using LinkedIn, but other platforms are lagging far behind with only 12.73% using Twitter, 6.73% using Facebook and not even 1% using G+.

Linkedin B2B stats

Image source: Oktopost

While the majority of marketers use LinkedIn, not every marketer knows how to use it properly: some LinkedIn marketing strategies are a lot more powerful than others. According to Mark Lerner, Oktopost’s Marketing Director, while updates on LinkedIn company pages get up to 1% CTR at best, links in discussion groups when added in an organic, non-promotional way, can get up to 86% CTR(!).

Mark also provided his personal “LinkedIn Bible” on how to engage properly in group discussions:

  1. Don’t promote yourself– even when it’s tempting. If you are active enough people will check out your profile and see what you are up to, if you and what you do interests them, they are bound to reach out to you themselves.
  2. Listen – spend time reading posts by others to see what works and what doesn’t. Don’t do this to become a copycat, just analyze and make your own assumptions.
  3. Engage – commenting when you have relevant (and non-promotional) information is always a good way to get noticed. Sharing content that you find valuable will make you a top contributor in the eyes of your fellow group members. The key is to get your profile name (and face) to appear next in the most interesting discussions in the group. If you do this right, people will never forget you and make the connection between you and what you are good at.
  4. Distribute valuable content – what is this group about? Share content that relates to group’s topic and adds to the conversation, try to share things that you think people might have overlooked.
  5. Ask questions in posts – questions get people thinking. Posts with questions get many more comments and position you as thought leader.
  6. Read the rules and watch out for SWAM – every group has its own set of rules. If the rules say no links in posts, then don’t add links to your post. Ask questions instead. Not following the rules can get you on the SWAM list which means all of your posts and comments will be moderated through all groups.

When talking about social media, it’s impossible to ignore Twitter. Unfortunately, in Israel marketers have yet to discover the enormous power of this micro-content open platform. You could have seen that by listening to questions from the audience that followed Mark’s talk – all questions were focused on Facebook and LinkedIn, not even one was about Twitter.

When I first started on Twitter, I thought that I needed to gain followers. Many of them. I was wrong – while its feels nice to have many followers, it has no correlation with the amount of traffic coming to your content.

My personal Twitter tip: every tweet has the potential to drive you traffic even though you only have 140 characters. Make sure to use this tiny space to either add valuable information, ask a question or answer one and add 1-2 relevant hashtags to help your Tweet be discovered. If possible, mention someone whom you look up to as a thought leader. It can be the author of the content you are sharing or someone in your network that you think will find the content relevant and might engage in discussion.

See more insights on Mark’s slides below:

Retargeting – what is it and how can it help your lead generation?

Our last speaker was Shachar Radin Shomrat, CMO of myThings. I was especially excited to hear from Shachar as I am just starting out with my first retargeting campaign for Roojoom.

The way that I see retargeting is as a “must” addition to any company blog. When I write content for my blog or select guest posts for it, I don’t want to worry about lead generation or conversion rates. I want to focus on generating top quality content that matches the positioning of my brand. However, I still would like to see an ROI on my valuable time, and without leads or sales it is hard to justify content marketing.

Retargeting helps me bridge the gap. It helps me focus on writing great content that adds to the conversation without being sales-y. Knowing that my readers will continue to see my brand long after they’ve left my website is knowing that they won’t forget the Roojoom brand. Through retargeting I will increase my companies brand awareness to new heights and ultimately lead some of my target audience to our landing page.

According to Shachar, content has one goal: driving traffic to your website. Since you can’t cash your traffic in the bank, you need retargeting to secure conversions. <- Tweet this!

You can't cash traffic, use retargeting to convert leads


How does retargeting work?

  1. User visits a site but quits without leaving contact info or converting. A cookie is added to her browser.
  2. When she later visits any site on provider’s network, she is targeted with an ad.
  3. This optimized banner enables instant conversion by taking the user back to a landing page or a product page, which increases her chances to convert.

The first thing that comes to mind when you learn about retargeting is probably this: it sounds like stalking. I don’t want to stalk people.

Here’s Shachar’s approach:

People see ads on the internet all the time. They came to your website because they are interested in your niche – would you prefer that they see an ad that is relevant to them and sells them a product they might actually need, or just a random ad that has nothing to do with their interests?

Your content & retargeting check list:

  1. Create great content that’s relevant to your audience.
  2. Use different formats to deliver your content: articles, presentations, infographics, etc.
  3. After user leaves the content, retarget her with one simple message to remind her of your brand.
  4. When the user clicks on an ad, direct her to a specific landing page that repeats the message she saw in the ad and strengthens it.
  5. When possible, use advanced tools to create dynamic ads that deliver real time generated messaging based on the user’s interactions with your content.


This post lays out the content ROI funnel. Start with creating valuable content. Continue with driving organic traffic to your content with PR and social media. But since you can’t cash on traffic, use retargeting to generate leads and secure conversions.

Looking forward to reading your feedback in the comments below.