Nielsen recently compared how well advertising on ad networks compared to advertising on a website with quality content. The main criteria? Reaching the right people. In this case, the right people were women of a certain age. Nielsen found that advertising on the website with content of interest to women performed far better than ad networks. (See the “on-target” column below.)

 

ocr-wire-effectiveness

When you advertise on websites that attract the right people through quality content, your advertising will reach the right people. As a result, your advertising will be more likely to influence those people.

Originally published on the now-archived Content Science blog in December 2011.

The Author

Colleen Jones is the author of The Content Advantage and founder of Content Science, a content intelligence and strategy firm that has advised or trained hundreds of the world’s leading organizations since 2010. She also is the former head of content at MailChimp, the marketing platform recognized by Inc. as 2017 Company of the Year. A passionate entrepreneur, Colleen has led Content Science to develop the  content intelligence software ContentWRX, publish the online magazine Content Science Review, and offer online certifications through Content Science Academy.

Colleen has earned recognition as an instructor on LinkedIn Learning, one of the Top 50 Most Influential Women in Content Marketing by a TopRank study, a Content Change Agent by Society of Technical Communication’s Intercom Magazine, and one of the Top 50 Most Influential Content Strategists by multiple organizations.

Follow Colleen on Twitter at @leenjones or on LinkedIn.

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