Data publishers now create editorial, traditional "content" publishers want to publish data, and brands are hiring journalists to better engage their customers. At the same time, most publishers have stumbled when it comes to content marketing and social media.
For b2b publishers, this emerging world can be challenging. Yet, there are some simple ways for publishers to embrace aggregation and curation to drive engagement and to improve their content marketing efforts.
I'll be speaking on curation and aggregation this Thursday at the Specialized Information Publishers Assocation (SIPA) "Pathways to Publishing Profit" conference in DC. Here's a preview of some of what I'll be exploring.
The value of curation continues to increase as a means of filtering content for an audience. Curation is not new, of course. B2B publishers have long served as a filter for information. Whether you need to track legislative activity on a topic or market-moving news about companies, b2b publishers have filled that need. What's changed is that automation can be used in conjunction with human editorial to provide that filtering at a much greater scale. And, leveraging the right tools, there's no need for a large editorial staff to filter the content. Curation can be done by small teams or a single person.
A good example is Jason Hirschhorn's Media ReDEFined. Delivered via an enewsletter or via social media, Media ReDEF is a must-read for anyone in the publishing or digital media space. Jason is a one-man shop. Using RSS readers, he scans an estimated 3,000 - 4,000 stories per day and selects the 30-40 that he feels most important. And there are lots of ways to read Media ReDEF. I follow MediaReDEF on Twitter, but prefer to read it in Flipboard, as it's a great platform for news consumption. But you can read Media ReDEF via email, Facebook, RSS or whatever method you prefer.
Working at a slightly larger scale is Alacra's new Dealmeme, currently in beta. Alacra uses technology to aggregate thousands of news feeds, with probably 100,000 or more stories a day. Using a mix of semantic technology and human editorial, they identify M&A rumors, deal ideas and deal news, then display the information in a Techmeme-like interface. Dealmeme leverages a number of advanced technologies, but operationally, the team is a fraction of the size of what it would take to do the same thing using just manual editorial.
Effectively curated content can be used in various ways. At its simplest, it can be used to attract a following and engage them on a daily basis. Jason Hirschhorn's Media ReDEF has more than 7,000 Twitter followers. And most of those followers are big fans of the free service. Most b2b publishers have struggled to gain a foothold in social media. By providing a stream of focused content each day, you'll quickly grow that following.
Leveraging technology for aggregation and filtering, combined with editorial expertise to pick the right stories and topics, publishers can today deliver a focused set of information to its audience, without the need for a massive editorial team.
We'll cover much more at the SIPA conference. Hope to see you there.