Content discovery – publisher links to relevant content cuts out search marketing

  • News & views

For some time publishers and advertisers alike have been running Cost Per Click (CPC) campaigns in search engine results – the idea being that users who are searching for relevant content will be open to buying a product related to that search.
But what about users who are already engaged in relevant content? Why should a user return to a search engine to read other sources on the same subject?
A recent and growing trend in digital and content marketing has been to run content based CPC campaigns on publisher websites linking directly to other relevant content – even on other publishers. If the user is already engaged in that subject then they’ll want to find more relevant content. From an advertiser perspective, these new campaigns differ to traditional CPC campaigns in that engaging content is promoted instead of a brand or product.
The key is to ensure that the additional content offered is relevant to the user and presented in an appropriate and attractive context – not next to gossip or cat stories.
dianomi’s financial commentaries allow astute marketers to present their own content to high quality and relevant users on our network of financial services websites:
1) Audience – our units only appear on premium financial services and business websites such as The Guardian, Morning Star, Reuters, The Financial Times, The London Stock Exchange and many others.
2) Context – our units only include approved finance related content.
3) Engagement – our units show the most contextually relevant campaign to the user according to what they are already reading.
4) Fixed price – we charge a fixed price Cost Per Click – there is absolute certainty with our pricing.
Content discovery