Content is king? OK, but only if it is often found & read

We produce a lot of content. Not just for fun (although I have to admit that sometimes it is fun), but to draw attention to our customers' offers, to attract interested parties and, of course, to generate the valuable leads (usually via landing pages). To increase the chances of this, we need to ensure that the content is shown to as many people as possible in the right target group. We usually achieve this through SEO-optimized texts or for transactional searchers via Google Ads. However, these are usually only seen by those who proactively search for these topics.

Content that is not searched for but still interests many people

We use a number of tools to promote content to specific target groups. As with most things in life, it is important to have the right tools at hand for the right target group and to have experience of what works for whom and when . Today I would like to introduce you to 10 of these tools that we prefer to use for our content promotion. These are mostly pure promotion tools, but there are also a few tools for the promotion process.

1. taboola

Taboola enables (among other things) native advertising for content. You will usually find the note "You might also be interested in this" or "Also interesting:" or similar under texts. Some of the teaser boxes link to content on the current website itself (e.g. bild.de), others link to external content. You only pay for the click (CPC basis) to your content. Our experience shows: The more you are willing to pay per click, the more frequently your teaser boxes appear in higher-quality online publications. In addition, users usually stay longer on your website. Example (!) of the view - here at welt.de (Die Welt) from Axel Springer:

As a rule, this is not enough for us. We check the number of teaser boxes delivered and "supposedly" clicked with the clicks received (access to Google Analytics is therefore a prerequisite, otherwise we are largely operating in the dark). What is important here is the marking with the so-called UTM referrers. This is the only way we can measure the success of individual teasers in relation to the content (e.g. based on the length of stay, the bounce rate, the number of sessions, the number of leads generated if applicable, the process in the multi-channel funnel, etc.). Taboola offers dynamic keyword insertion for the "ads". This can be used, for example, to display the text "Düsseldorf loves the Robomow lawnmower" to users in Düsseldorf and the text "Cologne loves the Robomow lawnmower" to users in Cologne. The basis for this is the user's local IP. Taboola offers UTM parameter support so that the display of the publications from which your website was clicked on is also supported in Google Analytics. We implement this function with the Google Tag Manager to implement it.

Demo for Taboola <<< CLICK

Note on the formats at Taboola!

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2. outbrain

Like Taboola, Outbrain is a content syndication tool that distributes your content to websites of top publishers. In contrast to Taboola and Plista, Outbrain claims to be used on higher quality online publications (e.g. Handelsblatt, Spiel, Focus) - which we believe is true. You have probably already clicked on content that was promoted by Outbrain - even if you were not aware of it. The advantage of Outbrain, as with Taboola compared to Plista (see below), is that you can "deselect" up to 100 publications if the content offered there does not meet your own or the marketing department's specifications, or does not lead to the desired success. Despite other statements in the market, our campaigns with Outbrain sometimes work better, sometimes worse than with other systems. In most cases , a higher click price must be offered / paid with Outbrain in order to achieve a good result. Since all 3 content recommendation networks mentioned above sometimes work exclusively and sometimes non-exclusively with publishers, you should rely on at least 2 content recommendation networks if you have a corresponding budget.

Demo of Outbrain

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Other (mostly lesser known) recommendation networks:

• AdNow Native Ads
• Adblade Native Ads
• AyBoll Native Ads
• Bidtellect Native Ads
• Connatix Native Ads
• Content.Ad Native Ads
• Dianomi Native Ads
• Earnify Native Ads
• EngageYa Native Ads
• Gravity Native Ads
• ImpactAd Native Ads
• LockerDome Native Ads
• Mgid Native Ads
• PerformanceAds Native Ads
• Popin Native Ads
• Revcontent Native Ads
• Spoutable Native Ads
• Twiago Native Ads
• Veeseo Native Ads
• Yahoo Gemini Native Ads
• Yarpp Native Ads
• Zergnet Native Ads

3. view publisher pages & performance in general

Thanks to a well-configured Google Tag Manager you can also see which publisher (e.g. which online publication) brings you traffic and whether it converts:

4. facebook

You wouldn't expect this under "content promotion". Depending on the topic and target group, however, sponsored posts are exactly the right place to be played out in the precisely specified audience. Again, our advice is to use CPC and not CPM. The results are more or less comparable with the four tools mentioned above, depending on the topic.

5 Google Ads Display

You wouldn't expect Google Display Ads to be used for content promotion here either. But with sophisticated targeting on specific placements, you can achieve very good results.

6. medium / LinkedIN

Medium is a kind of publishing platform that allows you to publish articles on all kinds of topics. You can think of Medium as a kind of blog where anyone who wants to can post something. The best thing about it is that original content can be reposted without further ado (set a canonical link!). Using Medium gives you access to a new and far-reaching audience. You should use this for personal or brand branding away from your website. LinkedIN offers similar opportunities to its members alongside Promoted Content or Lead GenForms, as does Xing.

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