| OneSpot launches new platform for turning content into ads, but what does it mean for website owners? |  |
OneSpot is launching a new platform to allow businesses to transform all their online content, blog posts and social media updates into adverts.
It can use company-generated content, as well as positive external content like social media, reviews, and news articles to create ads.
After ads are generated, a proprietary algorithm uses big data to determine what ads to display and where to place them across all web traffic sources, says OneSpot.
Will it be useful? Well the argument is that content is relevant and interesting, while ads are not.
According to OneSpot, what it will do is target all this relevant content at consumers in a way to ensures it reaches them.
The idea is that no matter how much great content you produce, you cannot guarantee that the right people will get a chance to read it while it is still relevant.
But after all, isn't the whole point of best practice content marketing about building it up from the bottom with no short-cuts like keyword stuffing or, in this case, turning great content into what OneSpot already says is annoying – ads.
So are you just wasting your content? Probably not, as there is a fair bet it will reach people and be more engaging than an annoying advert.
Whatever way you look at it, content stands tall in all this – you still need to be writing and producing first-class content.
However you plan to share it is up to you, but the content still needs to be great.
"Over $16 billion will be spent on digital content in 2012 – blogs, reviews, videos, how-to tips, whitepaper, webinars, and more," says said Matt Cohen, CEO and Founder of OneSpot.
"For every piece of content your business wants people to see, you should have an associated distribution strategy to drive desired business outcomes: lead generation and nurturing, promoting reviews, or brand awareness.
"No distribution channel is as ubiquitous as online advertising. We see a tremendous opportunity to help businesses monetize all their content using the power, data intelligence, and infrastructure of online advertising to deliver it."
OneSpot’s content advertising platform is live with display ads already, but will shortly support other advertising channels, including social and mobile networks.
Will it take off? That remains to be seen, but it with content marketing so important to businesses, it may well succeed.
It can use company-generated content, as well as positive external content like social media, reviews, and news articles to create ads.
After ads are generated, a proprietary algorithm uses big data to determine what ads to display and where to place them across all web traffic sources, says OneSpot.
Will it be useful? Well the argument is that content is relevant and interesting, while ads are not.
According to OneSpot, what it will do is target all this relevant content at consumers in a way to ensures it reaches them.
The idea is that no matter how much great content you produce, you cannot guarantee that the right people will get a chance to read it while it is still relevant.
But after all, isn't the whole point of best practice content marketing about building it up from the bottom with no short-cuts like keyword stuffing or, in this case, turning great content into what OneSpot already says is annoying – ads.
So are you just wasting your content? Probably not, as there is a fair bet it will reach people and be more engaging than an annoying advert.
Whatever way you look at it, content stands tall in all this – you still need to be writing and producing first-class content.
However you plan to share it is up to you, but the content still needs to be great.
"Over $16 billion will be spent on digital content in 2012 – blogs, reviews, videos, how-to tips, whitepaper, webinars, and more," says said Matt Cohen, CEO and Founder of OneSpot.
"For every piece of content your business wants people to see, you should have an associated distribution strategy to drive desired business outcomes: lead generation and nurturing, promoting reviews, or brand awareness.
"No distribution channel is as ubiquitous as online advertising. We see a tremendous opportunity to help businesses monetize all their content using the power, data intelligence, and infrastructure of online advertising to deliver it."
OneSpot’s content advertising platform is live with display ads already, but will shortly support other advertising channels, including social and mobile networks.
Will it take off? That remains to be seen, but it with content marketing so important to businesses, it may well succeed.
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