Paid Distribution - The Content Marketer's Secret to Scaling Fast

By Brax Team

Paid content distribution is the ultimate weapon for boosting brand awareness through content marketing campaigns, achieving results at scale and pace

Even the most compelling content is wasted if nobody sees it. Paid distribution offers a way to get your content in front of the right people fast.

Startup businesses around the world face the challenges of raising brand awareness without huge budgets or an iconic brand. Content marketing can be an effective strategy. But most businesses are at a disadvantage without established distribution channels for their content. 

It’s a remarkable thought that every company joins social media platforms with no followers. Even iconic brands had to take their first tentative steps into online content at some point, though they’re usually backed by huge marketing resources. GoPro has gone from no Instagram followers to 17 million by posting dramatic images several times a day, every day. Similarly, Nike has been on Twitter for less than a decade, but has the advantage of being a $16 billion business.

Thankfully, you don’t have to wait around for your social media content to go viral or the effects of SEO to kick in to get your content in front of the right audiences now. Paid content distribution can provide a compelling shortcut.

What is paid distribution?

Paid distribution refers to promoting your content via other channels outside of those you own, for a fee. Paid distribution channels include native advertising networks like Taboola, Outbrain, and Revcontent, as well as advertising on search engines and social media channels.

Using paid distribution channels can be an effective way to get your content in front of more of the right people faster than if you were to only publish it on your own channels.

Distribution through native advertising helps you reach more of the right people faster

Paid content distribution through native advertising is the ultimate shortcut to raising brand awareness. With a captivating headline and compelling call to action, you can begin boosting your brand’s profile within seconds of a campaign launching.

It lets you scale your content distribution, ensuring your content is promoted to targeted audiences based on their demographics and known preferences. It also helps grow your SEO and social media efforts.

Scale fast

One of the biggest advantages of paid distribution is the speed at which you can get visibility for your content. Because distribution platforms have huge reach across multiple sites, native ads can hit vast audiences in a short timeframe.

Outbrain, for example, covers 55 countries and has a total audience of over a billion people. It displays paid distribution content across a network of high-profile publishers including CNN, MSN and The Washington Post. 

Target the right people

Native ads are targeted using audience demographics, to ensure your content is displayed to people who are likely to be interested in what you’re offering – and have the buying power to make purchasing decisions. 

It uses recommended articles and promoted content on websites with high traffic volumes, as well as dropping ‘in feed’ ads into social network timelines. These gain exposure at the time when people are open to reading more.

Supports SEO and social media efforts

The exposure your content gains can help your efforts to grow your organic audiences. The more eyeballs you get on your content, the greater the chance more people will share it, giving it wider distribution organically on social channels. 

And SEO signals improve as people interact with and spend time on your pages. When they click through to read your article, they can click through to other pages on your site via links and find more of your content.

Get started with paid distribution 

Paid content distribution is one of the easiest ways to get your brand’s messages out to the public – often quicker and simpler than setting up campaigns on social media platforms.

Here at Brax, we’ve been discussing how to connect paid search and content marketing for years. We help you tap into audiences through the best native advertising networks like Outbrain and Taboola. 

You can create new campaigns or adapt existing content for paid content distribution across multiple networks efficiently.

Every element of the metadata used to compose native ads in platforms like Outbrain can be exploited to maximize engagement. Creating and modifying content is done through an edit screen which even beginners should feel comfortable using. 

A shortcut to success

Paid distribution can be a cost-effective, time-saving shortcut to boosting brand awareness and increasing customer acquisitions, squeezing the maximum ROI from each piece of content you create. 

Brax helps you manage and optimize paid distribution on native ad networks like Taboola and Outbrain. Our packages start at just $199 a year, helping you get your content in front of more people more efficiently. See for yourself how easy it is to start today with Brax by signing up for a free trial.