When a great media placement comes along, it’s hard to let it go. You shout it from the rooftops. You share it on social media. You try to get as many eyes on it as possible. But eventually, the piece will become lost in the ever-expanding internet. Thankfully there are tools that can help you celebrate your victories a little bit longer, and extend the reach of your message further.
Content recommendation services, such as Outbrain, allow people to share specific online content with readers of popular outlets like CNN, Health and People magazine. You’ve probably seen these lists of featured articles and perhaps you’ve clicked on a few:
Using content recommendation services is just one of the ways we’re able to help clients expand the reach of earned placements. These services can offer a broad national reach or the option to narrow their efforts to a very targeted demographic by observing individual users and their search histories, and from there, begin sharing relevant content. (Clearly, I spend too much time Googling dogs.)
Here are some of the reasons we use content recommendation services:
They are cost-effective
Most of these tools operate on a cost-per-click (CPC) basis. That means you pay only for the clicks you receive, nothing more.
You can get specific
They have the ability to get into the nitty-gritty of who you’re hoping to reach. You can run an expansive national campaign, or target specific designated market areas (DMAs) or cities. Some services can even blacklist certain websites (like E! News for example) if you’d prefer to have users discover your content only on health or news websites.
The analytics are powerful
They allow you to see exactly how many people are physically clicking and engaging with your content. In addition, your own website traffic might receive a boost as a result of a campaign – another potential win!
Next time you’re online reading an article and you see that “promoted stories” box, take a second look and see if there isn’t something you’d like to read. Then think about how you might use a content recommendation service to extend the life of your next story.
Johnny Ford is an Account Executive at Public Communications Inc. He works with a variety of conservation and healthcare clients – and is an obvious dog lover.