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BizReport : Blogs & Content : January 12, 2009


Report: The most rewarding content sites for marketers

The theory that targeting highly-readered blogs will result in more sales conversions has pushed many online marketers to find those big traffic niche blogs. But a new report from Outsell Insights indicates that these blogs aren't the only places marketers should be targeting; instead, the authors suggest that targeting newsier websites may be just as profitable.

by Kristina Knight

The report found smaller publications sponsoring or providing content within larger corporations' websites; their examples include AllBusiness.com providing content in the Small Business section of the New York Times website. By providing content to the New York Times, AllBusiness.com can reach many, many more consumers than their smaller website - which already reaches millions of unique users - can garner.

Taken in another direction, why shouldn't marketers and brands do similar things with news, consumer and entertainment websites? By sponsoring content or providing content to sites already pulling in millions of consumers, brands and marketers could double or triple the number of consumers reached. Marketers could take things one step further by sponsoring podcasts or video clips related to their products or services as well.

The key is to engage. Readers on these highly trafficked sites return day after day for more content; and they trust the content provided on-site already. This automatically gives the ads placed on these pages more significance. In addition to providing your own content sites in the form of blogs or product review sections, this is a great way to engage consumers.






Tags: advertising content, online content, sponsored content








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