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Paid Content Marketing Platforms

Paid Content Distribution – What It Is

We are all by now familiar with the advantages of putting good content on our web pages. It enhances our Organic performance, helps create inbound links and drives better quality scores with PPC keyword search campaigns. Netherless this method is still very hit and miss. You might have great content on your site, but getting it out there is still a giant hurdle. It is common to find that it sits there undiscovered and delivering relatively little in terms of driving new customers to your business. That’s where paid Content Distribution platforms come in. And they are now a huge business.

Content Distribution Platforms

One solution you might not have thought of, is paying platforms to distribute links to your articles on syndicated websites, like Time, CNN and beyond. Doubtless you will have seen these sponsored articles whilst browsing major newsy websites, and maybe wondered how you might go about doing something like this yourself.

There are several paid content distributers out there, one of the biggest and most popular is Outbrain.  In the link you can put your landing page URL in and see a demo of what it does.

You will typically pay upwards of £0.20 per click on these ads which will be placed in content matched pages on its network.

Taboola is another similar service.

One other you may be familiar with is Facebook’s sponsored posts, and sponsored Tweets on Twitter.

Outbrain can match similar content in your articles/pages to the page it will appear on. It could be useful if, for example it’s on a topic about lowering energy bills. If you sell cost-effective energy saving gadgets, this will theme in. In which case, create an article about how much it could save users with a catchy title and graphic For example “Tired of skyhigh Energy Bills” or “Tired of Energy Saving Gadgets that Don’t Deliver?” Or, “Energy Saving Gadgets That Really Deliver”. Outbrain will distribute this as if it was an article on related pages on its network.

Making It Work Together

So, how would this fit into a digital strategy? These content articles are a good way to deliver new traffic to your site, whilst your normal paid advertising is more intent-driven. This makes paid content on a platform like Outbrain somewhat similar to a conventional Display Network campaign with Google AdWords. To enhance the value of such advertising care should be put into the articles to reflect key products and services. You should convey the value of your business clearly to potential visitors, so to avoid wasted clicks.

Facebook has some advantages over Outbrain in that you have much greater control over the audiences and you also have a number of nifty options to build clever and integrated creatives that slot into users news-feeds, but you will probably pay slightly more for each click than on a service like Outbrain.

Paid Content Distribution will be good at siphoning new users into the wide end of the sales funnel. So if this is where you think you are having problems, then it’s definitely worth having a look at these services. Especially if you feel you can create appealing, punchy content that themes well to topical subjects to take advantage of the possibilities.

Some describe these services as the drivers of ‘click-bait’ articles. That may be so, but it works for many businesses, and companies are willing to pay between £0.20-£0.70 per click.

Some services specialising in this field are –

If you need any help with increasing your digital activities or more tips on your media strategy or on how to make more opportunities for your business, then please get in contact with us here at Network Intellect. Please get in contact with us here at Network Intellect.


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