Demand Media, headed by former MySpace exec Richard Rosenblatt, has purchased informational site ExpertVillage, reports Reuters.

ExpertVillage solicits video submissions from experts and amateurs on how to do a range of activities. Topics range from travel tips to pet care advice. The site then pays creators for the videos.

Demand Media is expected to integrate the video content into its other sites, such as eHow, which offers text-based how-to tips.

According to one analyst, prospective demand will likely improve the site's search engine rankings. Ad space around the videos will also be sold to monetize the content.

Financial terms of the deal were not disclosed.