Question

Topic: SEO/SEM

Content Amplification Services

Posted by AriRose on 2/9/2015 at 9:08 AM ET 300 Points
Our company produces quality content on a regular basis (approx 2 articles per week + 1 longer report/whitepaper per month). We are looking to promote that content to a wider audience and have been researching content marketing and amplification services.

I am looking for feedback and recommendations, specifically on anyone who uses Outbrain or Taboola to promote their content.

Do you recommend either service over the other?
Do they work in tandem with other PPC and/or online advertising campaigns?

Has anyone used other services, such as BrandPoint or Content Harmony, to promote their content?

Any feedback or input into this would be greatly appreciated. Thank you.
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RESPONSES

  • Posted by Gary Bloomer on 2/9/2015 at 10:17 AM Member
    Which niche is this content for?

    Who is your ideal reader and what do you want this person to think, feel, and believe as a result of reading your content?

    What action do you want readers to take?

    Once readers have taken that action, what do they get in return?

    How do you follow up with readers?
  • Posted by AriRose on 2/9/2015 at 11:22 AM Author
    We are an HR outsourcing firm, offering small employers an alternative to managing HR in-house.

    Our content is geared towards small biz owners, entrepreneurs and HR managers. Our goal is to help them understand the real risks uneducated businesses face, the wide range of employment law with which they must comply and the positive benefits outsourcing HR can bring their firm.

    The hope is they will see a way to improve their current HR set-up, and ultimately contact us to learn more.

    I'm well versed on the value of quality, educational content. My question is more limited to recommendations and insights into different content marketing services.
  • Posted by Gary Bloomer on 2/10/2015 at 12:00 PM Member
    What one thing makes your content stand out? If you had a magic power to solve one problem in your niche, what would it be? I'm asking this to help you focus on related sites you could link to and partner with. Rather than focusing on cranking out two articles a week, it may be wiser to distribute fewer articles to more niche outlets.
  • Posted by Kane Jamison on 2/17/2015 at 12:17 AM Member
    Hey Ari,

    I saw Content Harmony pop up in my Google Alerts so thought I'd leave an answer as well.

    We don't spend too much client budget on Outbrain and Taboola at the moment because targeting options are relatively small compared to Facebook, Twitter, and LinkedIn, and most of our clients are midsized companies that benefit from much more targeted paid media.

    For example, rather than distributing a broad message related to HR-outsourcing to everyone on an amplification network that shows an interest in business and HR-related topics, you could also show that to LinkedIn users working at companies with less than 100 employees, in a specific industry, with a job title of "Owner/Founder/CEO" or "office manager/accountant/CFO/VP Finance". In our experience that kind of targeting allows for much better results than the broad networks that have less targeting features.
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