Content Marketing Marketing Outbrain

Outbrain launches partner network as content marketing continues rapid growth and effectiveness


By Laurie Fullerton, Freelance Writer

October 13, 2016 | 3 min read

New York-based content discovery platform Outbrain announced today the creation and launch of the Outbrain Partner Network (OPN). The OPN brings together a range of content solutions and services that marketers can leverage to develop, distribute, and measure premium branded content.

“Content marketing continues to be a strong area of growth for brands and agencies and marketers are increasingly turning to the power of compelling content-driven customer journeys to drive results,” said Eric Hadley, head of marketing at Outbrain. “Outbrain has invested heavily in surfacing new opportunities for brands through innovation in targeting, analysis, and measurement. Now, through the Outbrain Partner Network, we will combine this with the specialist knowledge and solutions of our expert partners to offer a better way to create and scale content, allowing marketers to reach the right audiences in an authentic way.”

The Outbrain Partner Network was created to help align marketers with the best partners to leverage and benefit from Outbrain which offers an opportunity for marketers to drive more meaningful results from their digital content strategies and reach relevant audiences authentically, simply and at scale.

"More and more players are working to drive content marketing with a lot of companies investing more and more in content marketing," Hadley noted. One area Hadley sees as a huge growth area is the automotive industry followed by retail, and big pharma. "The pharmaceutical industry builds categories with so much information about symptoms, prevention, and the drugs themselves," Hadley noted. "There is an opportunity with the range of topics."

As content marketing is drawn from both editorial and advertising one of the areas of growth, Hadley noted is publishing. "Publishers have done a great job monetizing content. What we feel is that Outbrain and the benefits of the partner network can bring the best content to readers. We feel that what we are trying to do is clean up the ecosystems and our partners are trained in our best practices and our official and certified content."

The launch partners assembled to move digital marketing forward through OPN include: LiveRamp, Bluekai, Quantcast, Scripted, Contently, Simplereach, Brax, Bombora, GeistM, Zemanta and more.

“By working with Outbrain we’re truly delivering on the promise of technology platforms to make marketing simpler, better, and more impactful,” said John Hazard, VP of Enterprise Services, Contently.

Ryan Buckley, CEO of Scripted commented: “Outbrain is a critical piece in the modern content marketing technology stack. One question our writing customers always ask is how to get distribution for their posts. Outbrain is the answer, and that's why we are in their partner program. Our customers have been asking for this writing and distribution combination for years.”

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