Seeding Content. Where does your garden grow?

Seeding campaigns. In other words, pushing your content marketing into channels where where your target market is likely to see it.

Suppliers like Taboola and Outbrain work by offering content to their online readers. You’ll often see it as a ‘sponsored ad’ at the bottom of an article with a compelling image and headline designed to get people to click though to read more. It divides opinion as much as why some people stay in reality talent shows as long as they do. But hey, it’s there, it’s happened, let’s make the most of it.


Taboola Founder Adam Singolda says it enables promoters to “make every piece of information you could find on a search engine find you at the right time.“.

How do you maximise seeding campaigns?

Quality and consistency

It’s fair to say seeding sites can get a bad rep sometimes – think click bait ads on a hard news websites ‘The cosmetic surgery these celebs don’t want you to know about‘. You can avoid being aligned with that by ensuring your content gives readers something of genuine value. Be consistent in your headers and images so that when visitors arrive on your landing page they get what they expect.


When visitors get to your landing page you want to ensure it’s really compelling, entertaining content that has the sharability factor. The more shares you get, the more links you’ve got out there from people recommending you to their networks, the greater ROI you’re going to get depending on your objectives.


Ensuring delivery of the right content is as important as ensuring it goes into the right place. You’ll need to put some welly into optimising your ads and monitoring which sites you’re getting the highest click throughs and conversions from.  Say you’re promoting the next big make-up product, then having it appear on a website all about IT security software is probably not going to give you the level of awareness in the right area you need to generate enough click throughs from people interested in reading your content, who then go on to convert by reading richer content (ideally hosted behind a gated form so you can capture their details). Inline with this, keep an eye on the CTR, CPC and daily budget. It can take anything from a few days to a few weeks to your content to start gaining momentum.Social media sharing buttons

User Journey

Make your website work for you. Taboola, Outbrain, Buzzfeed, Linkedin, Twitter – they all give you a platform on which to raise awareness for what you’re promoting. It’s up to you to ensure that your landing page and website works by taking visitors through the bying cycle from awareness, to consideration, to decision. One of the best way to do that is to ensure you’re delivering relevant, rich and interesting content for users to digest once they’ve arrived on your website.


That also acts as a filter for separating the wheat from the chaff. Serious people will go on to learn more about what you’re delivering and that’s really what you want.


Try out a combination of images and headlines. The optimum number of characters for Taboola is normally 50 characters and images of people normally work the best in terms of generating higher click throughs.


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