Monthly Archives: January 2016

What Is Content Syndication – Part Two

Selecting Syndication Partners

Basic content syndication in the form of RSS feeds has been around for a while. RSS made it easy for individuals and websites to grab your content in an automated fashion. With the rise of social networks and sharing, RSS usage has slipped, though I will still consider it table stakes in the content syndication game.

Beyond RSS, however, a plethora of new syndication options has emerged both paid and non-paid.

Paid Content Syndication Players

Flush with Venture Capital money and popping up (and occasionally down) on tons of publisher sites, paid syndication engines typically charge the advertiser or content promoter per click and then share revenue with the publisher if they are large enough.

Costs are low, starting for some vendors at around $.10 per click and going up to $.30 or more. Here are the two biggies:

  • Outbrain: Outbrain describes itself as a content recommendation system, providing links to related content on major publication sites including Time, CNN, and the Washington Post. Outbrain has a self-service interface with costs set on a per-click bid model. It’s easy for a little guy to set up, but it works for big guys too.
  • Taboola: Similar to Outbrain, Taboola powers recommended content links on major publication sites. Unlike Outbrain, Taboola requires each link to have an associated thumbnail image. This may or may not take more work, but it also may help to boost clicks to your content. Taboola’s engine can also be used to promote internal related content.