Content recommendation or content discovery networks are usually sponsored links to content that’s been created to sell a product or a service. Links such as ‘Sponsored Content’, ‘Around the Web’ or ‘Recommended for You’ that appear at the end of an article are organic, and valuable real estate for advertisers. They also enable publishers to earn additional revenue.
Content discovery networks target those users who are already interested in a particular topic, and the widgets usually appear in the sidebar or at the end of the article, blending in seamlessly with the website’s existing content. They are a great way to expand the reach of your content. Because let’s face it, simply creating great content is not going to do wonders for your brand if nobody gets to see it. You need to promote your content via different channels to boost its visibility among your target audience.
Apart from understanding how content discovery networks work and how to set up a campaign, you also need to know the benefits of using such a paid content promotion tactic.
1. Boost visibility and increase reach
Content recommendation networks enable you to be seen across the internet and help attract more eyeballs to your content. Think about it; the more people read about your product or service, the more likely you’ll boost the number of customers you have.
2. Easy to install and blend in seamlessly with a site’s existing content
Content recommendation widgets can be easily installed into most site frameworks, and they’re also easy to use. As opposed to other forms of native advertising, these widgets are integrated well into the site page, but do not adopt the format of the editorial content feed. They typically contain certain disclosure cues that set them apart, for example ‘You might also like’, ‘Recommended for you’ and ‘Elsewhere from around the web’.
If these recommendation widgets are served by a third party like Taboola or Outbrain, then these companies may include their name or logo to indicate to readers that the content being recommended is not coming from the publisher. Example: ‘Sponsored content by Taboola’.
3. Build your reputation
Content discovery platforms help promote your brand and build your reputation quickly and efficiently. These networks leverage the publisher’s audience to drive traffic back to your brand’s website.
4. Help publishers monetize their site, earn additional revenue
Recommendation widgets are a powerful tool in the publisher’s arsenal because they enable the publisher to drive site engagement by displaying other content within their site (or sister sites) or create a new source for monetization. When readers click on a piece of content, publishers get paid. However, the revenue share model differs from network to network.
5. Enables brands to build relationships with users
Most content discovery networks link to only valuable and trustworthy content, which adheres to high quality standards, because poor quality content recommendations can tarnish a brand’s reputation and turn away the publisher’s readers.
For example, content recommendation network Revcontent allows its publisher partners complete control over their widget functionality, user experience and aesthetics. These networks use data points to customize recommendations that will not only drive a sustainable revenue stream for brands and help them build trust with their consumers, but also give publishers an opportunity to scale their revenue.
By delivering personalized content recommendations to readers, these networks thus help brands build a relationship with their target audience, thus enhancing the overall user experience.