One of the most effective ways for brands, businesses, enterprises and others to advertise is through content. As it turns out content marketing platforms are increasingly becoming one of the largest markets and an instrumental place to target native ads.

Content marketing is an attractive and viable avenue for business is the cost. According to the Content Marketing Institute it costs 62 percent less than outbound marketing. In addition, it generates three times as many leads.

Another astounding statistic is the majority of business-to-business (B2B marketers, 88 percent, use content marketing for their marketing strategies.

Here are the following reasons why content marketing matters:

  • 200 million people now use ad blockers
  • Content marketing leaders experience 7.8 times more website traffic.
  • The median time people spend on articles is 37 seconds
  • Content marketing drives higher conversion rates

In this analysis will break down the differences of Taboola and Outbrain. The two content discovery platforms are premiere providers and which one you should adopt will explained thoroughly.

Overview

Taboola

Taboola was founded in 2007. It is also a content discovery platform that connects people with content. The company serves over 200 billion recommendations to over 550 million unique visitors on a monthly basis to notorious publisher websites like USA TODAY, Business Insider, Chicago Tribune and the Weather Channel.

About Taboola

Outbrain

Founded in 2006, Outbrain specializes as a content discovery platform that provides a service for recommended links to increase revenue, and website traffic. It is able to reach a highly engaged audience to top publisher websites like CNN, Fox News, Mashable, MSNBC, etc. The cooperation with premium publishers assures the quality of traffic to content and this is a distinct advantage.

outbrain overview

Point Goes to: Outbrain

Taboola and Outbrain are very similar with regards to reach, but working with quality and premium providers will guarantee content displayed on Outbrain a positive ROI for a business. And Outbrain is the leading content suggestion technology, according to SimilarTech.

Support Options

Technical support is paramount for a content marketing platform provider. In the event of going offline or experiencing technical difficulties you want a proactive service ready to resolve the issue. The provider must have instructional video tutorials, a knowledge base (KB) and other resources to ensure your content is performing superbly.

Taboola

In the case of support for Taboola they generally respond within a reasonable time frame. The company does not offer a knowledge base, but does have a personal account manager. Furthermore, they are accessible and easy to contact for general support questions.

Taboola Support

Outbrain

In regards to Outbrain it offers frequently asked questions (FAQs), phone and online support, and video tutorials. In addition, in the first 30 days you are contacted by a support team specialist and they will provide successful tips to monetize your content. It is comprehensive support solution and good for companies to have this at their fingertips.

Outbrain Engage

Point for Support Goes to: Outbrain

As a general rule it is nice to have a dedicated support team available from multiple channels. In this case Outbrain has the advantage because they offer a personalized experience and can be reached by the preferred method of contact by their clients.

Pricing

When it comes to shopping around you want affordability and flexibility for your budget. You want to be able to target your content marketing campaigns on desktops, mobile and table audiences. You want to tailor and target your message on these major platforms and that the provider gives you the best return on investment (ROI).

Taboola

As a content marketing platform Taboola provides a cost-per-click (CPC) pricing model. When utilizing the company’s platform you have CPC for desktops set at $0.06. Mobile on the other hand is set at $0.03 including a separate tablet CPC at $0.04. A distinct advantage by providing a service on all of the major platforms.

Taboola Pricing

Outbrain

The company offers a free trial and a cost-per-click (CPC) plan like Taboola. CPC for desktop starts out at $0.05 and mobile CPC at a $0.03. Unfortunately, it does not offer a CPC service on the tablet realm.

Outbrain Pricing

Point for Pricing Goes To: Taboola

Prices are identical with the exception of the CPC desktop, which Taboola charges a penny less. But the advantage goes to Taboola by offering services for content marketers on the important platforms and gives businesses a great opportunity to pitch content to viable customers.

Best Practices with Content

When attempting to get a successful content marketing campaign underway there is a need to understand the platform and the guidelines that come with it. Taboola and Outbrain require a specific set of rule and expectations on how to go about pushing content to audiences.

Taboola

Taboola advises to tailor content to be educational and fun at the same time. Including numbers, digits and lists is a great way to engage the masses. What has been noticeable on this platform is using numbers for headlines really generates phenomenal traffic. You want to be specific yet mysterious.

Taboola Content Guidelines

Outbrain

Outbrain´s platform functions differently since negative words in headlines perform better than positive ones. Number lists are the bread and butter, so use them. And the content guidelines are strict and rigorous that you may end up getting content submitted rejected.

Outbrain Content Guidelines

Point for Content Goes To: Tie

Even though both platforms perform well with marketing content it has to be declared a tie. In the case of Outbrain they are selective and because of the requirements there is high quality of content marketing distributed. And for Taboola they work with an entirely different set of brands and it really depends on the needs of the entity.

And Winner of this side-by-side is Outbrain

Takeaways and Conclusions

With the availability and adoption of content marketing practices is definitely here to stay. It seems a farfetched concept, but most customers shopping around respond to products or services in through actionable meaningful, and engaging content.

Most brands who are looking to harness the power of content marketing have to understand the ROI on content development and marketing.

It will not just grow traffic to your site, but ultimately generate the leads or transactions needed to continually survive in today´s very competitive business environment.