Content distribution or content promotion via paid advertising is a way to generate additional reach for your own (editorial) content. In the past few weeks, I have looked at and tested a number of tools and platforms with a view to content promotion and compared the results. I have drawn some conclusions from this that I would like to share and explain below.
6 Use different tools depending on the goal and purpose
PPC tools for content promotion
Basically, any form of pay-per-click ( PPC ) advertising can be used to promote the seeding of content. When it comes to content promotion tools, I have differentiated between Google tools , Facebook ads and content promotion platforms . The overview is not intended to be complete.
Facebook Ads
When it comes to Facebook Ads, there are basically two different delivery options. Firstly, the advertising spaces on the right-hand side. Secondly, the sponsored post interspersed in the news stream.
content discovery networks
The following platforms in German-speaking countries officially promote themselves for content seeding or content promotion:
These providers have the great advantage over other market argentina phone number data participants, for example, that they enter into cooperations with large publishers and can therefore offer more prominent advertising space with them than, for example, the Google Display Network . While, for example, the Google Display Network can primarily be used to access advertising space on smaller or less well-known sites, plista & Co. offer the delivery of ads on high-reach "premium portals".
Google Tools
At first glance, the following Google tools appear interesting for content promotion:
Google Ads
Advertising in the Google Display Network ( GDN )
In the following performance test, I limited myself to the Google Display Network for content promotion . I don't think that promoting content via ads in Google search is effective. For this purpose, you would primarily need to book information-related keywords in Google AdWords. According to my own experience and based on the results of the Wordstream War on Clicks study , the click rates on such keywords are not particularly high, as users do not expect objective information from AdWords ads and tend to rely on organic search results.
But let’s now get to the little investigation and the results.