How to Supercharge your Content Marketing with Paid Advertising

Any Digital Marketer living in today’s age will tell you that Content Marketing is a must, for not only promoting your brand to new prospects, but also to maintain a relationship with your existing customers. While we’ve often talked about organic Content Marketing, today we have guest blogger and entrepreneur, Garett Gan sharing his views on Content Marketing with paid advertising. Garett will take a deep dive into the platforms you can use to propel your content efforts through smart investments. Start with those notes already! Over to Garett…

You’ve hit publish. The content is ready and now post-publishing you’re on to emailing your list, reaching out to influencers, and distributing on your social channels. But these may not be enough to give the piece of content the kind of traction it needs to meet your viewership goals.

Sometimes, paid advertising tools and platforms can be a great supplement to these more traditional means of distribution. They provide additional scale and audience extension to a piece of content that you’ve spent time crafting to perfection.

Here are eight advertising platforms that can help a Content Marketer extend the reach of a content piece and supercharge their distribution efforts.

8 Platforms to Supercharge your Content Marketing with Paid Advertising

1. Outbrain

 How to Supercharge your Content Marketing with Paid Advertising


Based in Israel, Outbrain has been around since 2006 solely focuses on solving the content discovery problem for publishers. Many smaller publishers have spectacular content, but don’t get high visibility on Google or Facebook.

Outbrain provides content creators another outlet to attain this visibility. Publishers, or Content Producers, can pay a Cost-per-Click to have their ads appear beside editorial content on Mashable, People, CNN, ESPN, Fortune, Hearst, The Washington Post, Time Inc., and many other such premium online destinations.

They function very similar to an Ad Network but with the main purpose of helping publishers and content owners get their posts in front of audiences on well-known websites.

Outbrain can reach a global audience of over 557M unique people per month, making over 200B recommendations to consumers monthly.

2. Taboola

taboola How to Supercharge your Content Marketing with Paid Advertising

Taboola was founded in 2007 in New York City, and has been competing with Outbrain head-to-head almost from day one. Just like Outbrain, their sole purpose as a discovery platform is to get the right recommended content in front of the right users, on known sites.

Ads appear very naturally, in almost a ‘native’ setting that blends in with editorial, on top publisher sites such as The Weather Channel, NBC, Business Insider, AOL, CBS Interactive, and Yahoo! Japan.

As a Content Marketer, your content piece can be syndicated across all these top publisher sites, for a very nominal Cost-per-Click thereby increasing the reach of your post.

Taboola has a phenomenal reach of over 750M unique monthly users and makes over 300B content recommendations per month.

3. Revcontent

revcontent taboola How to Supercharge your Content Marketing with Paid Advertising

Revcontent has recently taken spotlight as an upcoming platform in the content discovery and recommendation space. It has signed some big names like Forbes, Newsweek, and onto its roster of publisher partners where content can be recommended.

The platform’s claim is that their publishers make the highest RPMs (Revenue-per-Thousand-Impressions) through their platforms, as compared to competitors. As a Content Marketer, this is definitely another platform you’d want to look into when distributing content through a paid distribution model.

Revcontent claims to be the #1 fastest growing content recommendation network in the world with now over 200 billion content recommendations per month.


contentad revcontent taboola How to Supercharge your Content Marketing with Paid Advertising

Content.Ad distributes sponsored content across the web, on top publisher sites the platform has partnered with. These include Conde Nast, International Business Times, Lumosity, Reader’s Digest, Reuters, and more.

They are able to serve these native ad units, which can also be pieces of content, across all devices: On the Mobile, Tablet, & Desktop. Unlike Taboola, Outbrain, and RevContent (which are more Content Discovery or Recommendation Platforms), falls within the ‘Native’ category which caters more specifically to brand advertisers and agencies.

The platform gets over 30 million monthly sponsored clicks, across its 14k publisher partners, and serves 25 billion impressions monthly.

5. StackAdapt

stackadapt contentad revcontent taboola How to Supercharge your Content Marketing with Paid Advertising

StackAdapt has the distinction of being the most premium of the bunch, and typically works with large brand advertisers or agencies. Content Marketers can also work with them for content distribution, but their bar of the type of clients they work with tends to be on the more premium end of the spectrum.

They specialize in Native ‘In-Feed’ Advertising, which can be great for Content Marketers that are militant about the look-and-feel of their content, and how it is presented. The way they’ve sourced this inventory is through all the top native advertising exchanges in the industry, such as AdsNative, PubNative, Unruly, DistroScale, TripleLift, PubMatic, InMobi, Disqus, Mopub, and others.

They offer both a Managed Services solution, where you can work with a dedicated Account Manager and Sales Rep, along with a Self-Service Platform solution.

6. Disqus

How to Supercharge your Content Marketing with Paid Advertising

Disqus has been known historically to provide one of the first open commenting platforms to publishers on the web. With a few simple lines of code, websites can enable full commenting for their properties with comment moderation, and engage with all their loyal followers.

In the past few years, Disqus has moved into monetization using the commenting data they have on users to serve ads above these users’ comments, below the fold.

This could also be an interesting place for Content Marketers to reach users, as typically the users that scroll to the comments section are extremely engaged. These users are action-driven and will either want to comment on the post or engage with other relevant recommended content.

The Disqus widget is currently embedded on websites like ABC News, TMZ, Fashionista, National Post, Mother Jones, and many others.

Their below-the-fold native ad units receive 16 billion page views, across 1.6 billion Unique Visitors, on 3 million discussion communities.

7. Yahoo! Gemini

 yahoo-gemini How to Supercharge your Content Marketing with Paid Advertising

Yahoo! Gemini is the self-service platform Yahoo! offers for all their search and native ad offerings.

Setting up is extremely simple by typing in some basic company information, setting your budget, choosing targeting parameters, and then selecting ad formats and placement types.

Ads can be bought on a Cost-per-Click, Cost-per-Video-View, or Cost-per-Thousand-Impressions basis. Content Marketers can utilize the In-Feed and Native ad formats to promote their content in the least intrusive way possible.

8. LinkedIn Ads

linkedin yahoo-gemini How to Supercharge your Content Marketing with Paid Advertising

LinkedIn Ads are the first place a B2B Content Marketer should go when trying to use paid distribution methods for content.

Historically, Whitepapers, Infographics, eBooks, and any other type of Cost-per-Lead optimized B2B Content work best on LinkedIn. This is where a user would click on an ad, and enter their corporate contact information to receive a free whitepaper about a topic they’d like to learn about.

These leads can then be nurtured through a Marketing Automation or lead building platform like Hubspot or Marketo. The emails can nurture the lead until they are ready to be called by a company sales rep.

The ads on LinkedIn can be in the form of text ads, or Sponsored Updates that can be purchased on either a Cost-per-Click or Cost-per-Thousand-Impressions basis.

Which platform are you ready to begin with? Do share your experiences of Content Marketing with paid advertising with us in the comments or on Twitter. We’d like to thank Garrett for sharing his insights with us today!

And if you’re interested in sending us a guest post, don’t hesitate to see the guidelines here.

Garrett Gan How to Supercharge your Content Marketing with Paid AdvertisingAbout Guest Author: Garrett Gan is the Co-Founder & CEO of Thalamus, the largest research database of advertising vendors in the world. With over 50,000 ad partners and counting, Thalamus houses the most comprehensive dataset of ad partner capabilities, contacts, files, ad specs, network data, and marketer reviews for vendors across the globe.


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