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Outbrain and Content Marketing

December 17, 2012

Tex-Mex Ranch Potatoes by macheesmo

I am not a Mad Man, but I do find work in the advertising industry fascinating. Today, I came across a Forbes article in which the Vice President of Outbrain, Gilad de Vries, decries the ineffectiveness of banner ads, and offers “content marketing” as the next important step in digital advertising.

Content marketing is a strategy with two obvious pillars: content and marketing. ‘Content’ means the creation of original content or the curation of content for the benefit of your audience. ‘Marketing’ means getting people to discover and engage with your content.

I immediately thought Doritos’ Crash Course, but he provided several other examples. When I clicked on Tablespoon.com, I was immediately seduced by the Tex-Mex Ranch Potatoes, and all I can say is, we’re having them tonight.

And then there is the Kraft site. I don’t remember them pimping anything as delicious in The Waltons days, as they are pimping now.

“Content Marketing” indeed! Life in Japan just got a whole lot tastier!

Update: Tex-Mex Potatoes weren’t quite as tasty as they looked. Still a nice treat, though.

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2 Comments
  1. December 18, 2012 7:50 am

    Interesting piece. Thanks for the heads up. No idea how they’ll implement such a thing on a grand scale to be honest. Unless they pay individuals to write pieces about content specifically (which I’ve been lucky enough to do). If it’s something you’re interested in, that makes it easier. If so, sign me up!

    • December 18, 2012 8:07 am

      So happy to hear you enjoyed the article and that it actually helped you find great content! Content Marketing is the best way for brands to engage with us, consumers, on our terms. In reply to the previous post – scale is actually not a problem when you can get your content recommended on most of the leading publishers online – all of whom use Outbrain to power their recommendations to “other content you might find interesting”..

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