Content Delivery Networks: What Are They, and Why Should Marketers Care?

  • Categories:

    Content Marketing, Paid Media

  • Date:

    March 31, 2016

Content Delivery Networks: What Are They, and Why Should Marketers Care?



Content Marketing, Paid Media

Account Coordinator Marlee Murphy is an expert at connecting people with brands they will love. Originally from Salisbury, North Carolina, Marlee graduated from UNC-Chapel Hill with a B.A. in journalism and mass communications, with a specialization in strategic communications, and a second major in political science. You might recognize her from March Madness commercials or the Jumbotron at Tar Heel games.

Your brand has invested time and money into a top-notch website, engaging social and blog content, and colorful, personality-driven ad campaigns. But now what? In an age where Google receives 4 million search queries, YouTube users upload 72 hours of new video, and Facebook users share 2.5 million pieces of content per minute, simply producing quality content is not enough. Wondering how you can get more eyeballs on your content? Here’s one way to do it.

A content delivery network (CDN), also known as a content discovery network if you’re discussing the platform from a consumer perspective, is an advertising medium that drives your branded content to premium publisher sites in the form of content suggestions. Using a variety of targeting options, a CDN pushes the right content to the right consumer at the right time. Here are three reasons why you should consider incorporating CDNs into your media budget: 

  1. CDNs promote multiple channels of content through one medium. Whether you want eyes on your owned, earned, paid or social content, brands are now able to push any of this content out through CDNs. Once you determine what you want to promote and generate headlines for each piece of content, your job is finished. Simply submit this information to your CDN representative, who will upload it to the interface.
  2. CDNs are becoming increasingly more targeted. Leaders in the industry, such as Taboola, are able to target both B2B and B2C demographics. Within the business-to-business segment, Taboola can target by job title, seniority, company size, industry or intent. On the business-to-consumer side, the platform can target by age, interests, household income and more. Brands can also target specific publishers and contexts. That means you have a say in where your content lands. The ability to fine-tune targeting ensures your brand is associated with publishers that align with your core values.
  3. CDNs advertise your message in a seamless way. CDNs give your brand the opportunity to reach a broad range of potentially interested consumers in a way that’s seamlessly integrated into information they’re already consuming. For example, say your target is reading an article about gardening; your brand’s blog entitled "5 Spring Gardening Tips" may pop up in the margins or below the article as a suggested read. The user can then choose to click over to your site and content in seconds. Your brand messaging is broadly disseminated and far exceeds the reach of social media. Additionally, potential consumers don’t have to seek out your brand on social media or through a Google search.

There you have it. Next time, when you’re brainstorming ways to disseminate your content, be sure to consider CDNs as a possible route. Through a relatively straightforward and easy process, you can share your brand’s content with a tailored target audience.