Our Connections team is always on the lookout for new ways to share our clients’ stories.

We've had recent success with a relatively new concept: content delivery networks. Companies like Outbrain specialize in behind-the-scenes targeting to deliver relevant content online. The analytics leading this movement include demographics like gender and income but also include sophisticated algorithms to allow marketers to get much closer to their audience by delivering relevant, meaningful content in the right place, at the right time. Thanks to advanced tracking, we can now determine that you may like an article about home decorating because you just read a blog post about cooking.

We’ve had the opportunity to implement this type of content marketing for our clients this year, with terrific results. In fact, we’re seeing click-through rates double and triple those of banner ads. The algorithms may be complex, but at the end of the day, the reason for the success of content delivery networks is simple: they provide interesting content that people can use when the reader is in the mode of actively consuming content. They have the right answer to every consumer’s question: “What’s in it for me?”

If you’re thinking about embarking on your first journey into the world of content delivery, here are four quick tips:

• Don’t overthink your targeting or try to get too narrow. With efficient pricing models, you can afford to cast a wide net.
• Take an opportunity to try a few different angles. For example, when we shared a newsletter article about outdoor decorating for a client, we tested six different titles to gauge people’s habits.
• Work with your provider and take advantage of their experience. Content delivery network experts know the words that get the most clicks and the best places to be online.
• Don’t put all of your eggs in one basket. If you’re doing social or banner ads, don’t give up on them. A balanced media approach always wins.

Some marketing movements thrive and fade, but don’t mistake content delivery networks for a fad; they’re here to stay. It’s a model that’s resonating with the consumer – that’s clear from the high click-through-rates. From a business perspective, it’s working for everyone. It also supports the growing relationship between paid media and public relations. As more advertisers discover the potential of content delivery networks, ad dollars will continue to shift. As for how much? Only time will tell.