Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
How Brands Should Really Be Thinking About Content Distribution
Posted on January 23rd 2014
Gregg Freishtat of Outbrain explains the best practices in content distribution, where readers are most likely to click on article pages and more.
High-quality and engaging pieces of content are the heart and soul of your content strategy, but your distribution channels are the glue that holds it all together. You might have an incredibly valuable piece of content, but it has to have means of distribution to live up to its fullest potential. Of course, general social media practices (such as tweeting, posting on Facebook, etc.) are always helpful and are bound to gain organic traction, but paid promotion gives the organic momentum a little boost — and that’s where Outbrain comes in. Using a special algorithm, the content distribution company exposes your content to the most valuable audience possible. Given they’re experts in this area, Scripted.com reached out to learn more about content distribution and how to really get it right. Here, Gregg Freishtat (SVP Strategic Alliances) shares his insight into how brands and publishers can successfully promote their high-quality content.
Scripted: What are the most interesting trends you’ve seen in the last year regarding content distribution?
Gregg: One trend is that consumers really are embracing this notion of discovery at the bottom of the article. I think the second major trend, is that a lot of publishers are starting to look at content marketing outside of the historical Outbrain widget, so folks like Slate.com, they have a really interesting deployment, it’s much more pervasive than simply at the bottom of the article.
Scripted: How should brands approach content distribution?
Gregg: I think you need to have a multifaceted approach. In the beginning, I think that trying a lot of different things is helpful. As you measure and learn, you can choose the approaches that are most effective and focus on those.
I also think that a blend of strategies is most effective. A certain amount of paid media is very productive early on and also once you know what content is super productive. When you have a brand new piece of content and nobody knows about it, using content marketing companies like OutBrain are a way to, very quickly, get it discovered. That can, in turn, will spur some social media sharing and organic SEO which are lower costs. After you know what content works, amplifying is really productive as well.
Scripted: How does Outbrain distribute each piece of content?
Gregg: It’s actually a lot of math and science. We have over 40 different algorithms that compete with each other to find the best place in our network to promote your content. The first thing that the system does, is it looks at the content itself — let’s just say it’s an article — and determines the essence of what the content is about.
We then have a number of different algorithms, such as contextual that figures out what a story is about and promotes it with other similar types of content. Other algorithms focus on behavioral elements including what other people who read this content also went on to read. These are just two ways we might promote an article – there are tons more and we are always trying to invent new more productive ones.
Our algorithms then look across our entire network, over a hundred billion recommendations a month, and figure out where the content will best perform.
Scripted: What industry would you say has had the most success with promoting content through Outbrain and why?
Gregg: I think it’s been an interesting evolution over the past few years. Right now, about 87 percent of the US population sees one of our recommendations every month, so we serve a really diverse set of customers and consumers.
The trend that we’re seeing now is a lot of B2B companies, and a lot of companies that are actually trying to fill the top of their funnel with new leads. People that are looking to sell goods and services and they don’t know exactly where their online prospects are see great results with content marketing.
If they put out the right content, they are finding that they can acquire great audience less expensive than any other paid media options. If they can provide something of value to the reader of content and a great customer experience — then they end up collecting email addresses or Facebook fans quickly and inexpensively. In this way, they’re able to nurture that top of a funnel traffic that we provide into new business.
Scripted: Internally, what is your own content strategy like?
Gregg: We’re very active. We produce a number of different categories of content. We produce content just like any other business, and for us it’s around content marketing and best practices in content marketing. We’re also now able to produce content that comes from all the data our network produces.
One of the most successful things we’ve launched is an email newsletter called Brainpower. What we’re doing is we’re actually sharing the results of what’s trending and different aspects of the content marketing industry.
We’re not talking about our product, we’re not talking about Outbrain or trying to say, “Buy Outbrain,” but rather we’re sharing really interesting industry trends, which is very effective. Then there’s also the process of curating, of finding great content that’s out there, and directing our consumers to that content.
How do you distribute your content? Share your comments and thoughts with me below.