The Hook

August 25, 2011 5:54 pm

Is paid distribution the future for content marketing?

If you needed further proof that content was the way forward, take a look around the interwebs. Every second website has a bar at the bottom that looks like this:

This little bar is all you need to know about how far content marketing has come – and how important a player it is in terms of SEO, social sharing and the new marketing paradigm that gives before it receives.

We’ve been banging on about content since the dawn of time (or at least the dawn of this blog), so we’re pretty certain that it’s the way forward.

It’s exciting, then, when we see something like paid distribution taking content marketing to the next level. For those who are fuzzy on what this means, let us elaborate…

What is paid content distribution?

In terms of content, paid distribution is having your content – or at least your headlines – displayed on other sites where viewers might be interested in finding out more about what you have to offer. In terms of advertising, this is nothing new. But in terms of formatting, we’re seeing content, rather than brands, being shared online.

The above screen grab was taken from Mashable. The column on the left is made up of headlines from stories that appear elsewhere on the site, all relating to the main story. The column on the right, however, features headlines from stories all around the Web – content marketing exercises in their own right.

Why does paid content distribution work?

The effectiveness of paid content distribution is threefold:

1.    It follows Seth Godin’s principle of Permission Marketing, meaning it delivers content to people who want to get it. The content is targeted, and the delivery is dependent upon the consumer seeking it out by clicking on the headline.
2.    It delivers first. With content marketing in reverse, brands need to start delivering quality content to engage with consumers before the consumers have engaged with them. Content as bait, if you will.
3.    It is brilliant in terms of SEO for companies. Spreading content throughout the Internet is like planting seeds in a forest – the more you plant, the more impressive the forest will be.

Potential problems?

It is possible Google and its unmerciful algorithmic hand may strike if it sees paid content distribution as breaching its search rules. With an increasingly intense focus on social sharing, content that has paid for its positioning (rather than having found it organically through ‘likes’ and other online sharing) may end up being penalised.

On the other hand, if you create good enough content, it will be picked up and shared this way anyway. It’s important to remember that paid distribution is just the hook – your content has to be tasty enough bait for a whole lotta fish.

One thing is for sure, we’ll be watching eagerly as the world of paid content distribution evolves…


The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.



  • Content Marketing News & Views Why Your Brand Needs a Podcast

    Why Your Brand Needs a Podcast

    Can you imagine speaking directly to a captive audience of potential customers? I’m not talking about the room of people you might find at a conference or seminar, but potentially tens of thousands of prospective buyers, listening to you from their home, on their way to work, during their lunch break or maybe even at the gym. This is the power of podcasting, and it’s one of the fastest growing and exciting marketing mediums available to businesses in 2017. It’s […]

    Read more →
  • Content Marketing Features The Power of Personalised Content

    The Power of Personalised Content

    With the incessant growth of digital communications, newspapers and other publishers have been forced to come up with new ways to tell stories. Companies that are not in the publishing business, but use content as a part of their marketing strategy can learn a lot from these emerging storytelling tactics. When it comes to personalised content, gamification is king. The more you can learn programmatically – primarily using data for better targeting – about your customer or audience member, the […]

    Read more →
  • Features Social Media The Latest Social Media Fails

    The Latest Social Media Fails

    There’s one big flaw that all brands have that no one likes to talk about: they’re run by fallible, emotional and sometimes careless human beings. Every once in a great while, these humans make mistakes—they slip up all too publicly on their brands’ social media properties. When this happens, most us watch the disaster unfold with bewilderment at the stark stupidity of it all. While these mistakes often create backlash for brands, and sometimes a bit of recovery work, they’re not necessarily […]

    Read more →
  • Features News & Views Is All Publicity Good Publicity?

    Is All Publicity Good Publicity?

    We’ve all seen those marketing campaigns that went, oh, so very wrong. They’re often around to clog up our social media feeds for a couple of days, garner some negative attention, and then they die off. But the real question for marketers is: how damaging was the campaign to the brand? We’re taking a look at whether or not all publicity is good publicity, and whether you can expect to recover from a serious popular culture blunder. Everyone’s Goal: Good […]

    Read more →
  • News & Views Don’t Forget to Pat the Dog

    Don’t Forget to Pat the Dog

    A few days ago I posted an article called The Stupidity of Silence where I suggested that ceasing all contact when someone doesn’t give you what you want is a really dumb strategy. Here’s another one. We’re looking to sell our house at the moment. Part of the process is interviewing real estate agents. Theirs is an incredibly competitive business where all they’re offering is reputation and the perceived ability to persuade people to buy. The first agent who came […]

    Read more →
  • Content Marketing How to Make Your Content Actionable

    How to Make Your Content Actionable

    Content is not a magical formula that will make your target audience find your product and then breathlessly buy from you. The power of actionable content comes from your ability to attract the right audience, enabling them to interact with you and then to elevate that relationship to the next level i.e. for them to become a customer. So, how do you make your content actionable? Most importantly, you must give the reader, viewer or listener a sense of how they […]

    Read more →
  • News & Views The Stupidity of Silence

    The Stupidity of Silence

    It always astounds me when people in business don’t follow-up with a simple thank you email or even a note – when was the last time you received a handwritten thank you note? – after we’ve had some type of interaction.

    Read more →
  • Email Marketing Features What you Need to Know About Email Marketing for Mobile

    What you Need to Know About Email Marketing for Mobile

    It’s no secret that smartphones and tablets can no longer be ignored by email marketers—and there aren’t many more marketers out there doing so. It is a massive part of customer communication and revenue, but do you know just how massive? The following statistics come from all corners of the globe, and from many different industries. While they keep changing everyday, some are quite shocking. Here’s a brief description of everything you need to know about the power of email […]

    Read more →
  • Digital Marketing Features How to Reduce Your Media Spend & Achieve Better Results

    How to Reduce Your Media Spend & Achieve Better Results

    Digital marketing has changed the media landscape forever and marketing budgets are being spread across channels – mainly digital – that previously didn’t exist. The problem is that optimisation is not as simple as it was before; if you’re not careful, your spend can get out of hand. By optimising each of your channels, you can reduce your media spend and achieve better results – all the while proving a positive return on investment (ROI) for every dollar you spend. […]

    Read more →
  • Features News & Views Digital Marketing Lessons To Be Learnt From Donald Trump

    Digital Marketing Lessons To Be Learnt From Donald Trump

    Donald Trump teaching you marketing lessons? Seriously? Yes, seriously. Love him or hate him, Donald Trump has made the race for the White House fascinating. And fascinating doesn’t happen by chance. Exceptional marketing combined with good old fashioned, in-your-face salesmanship are central to the success of his campaign – so far. So putting aside your opinion on his politics, let’s look at what can be learned from Trump’s ‘Making America Great Again’ campaign. Know Your Audience Contrary to the opinion […]

    Read more →