Online media company GoAdv has announced it plans to rebrand itself as a European content farm called Populis as part of its attempt to compete with US content farms in Europe, according to paidContent:UK.

The company is reportedly “uniting its content production engine to a Demand Studios-style platform called Populis Create”. This will then send out articles through its brands’ sites which include Excite, Nanopublishing and Italian blog network Blogosfere.

Speaking to co-founder Luca Ascani, paidContent:UK reports that content farms have to adjust their methods within the European market.

Ascani says many tools to identify search trends – which articles are written to satisfy – do not account for searches done in European languages. That, he says, means the idea of creating a single how-to super-site like Demand’s eHow guide is less likely to succeed there; so GoAdv has created a network of 500 niche sites for individual topics, right down to swimming pools in France.