According to a new study by the Pew Research Center, eight out of 10 Americans now shop online. This means that the traditional ways of marketing—cold calls, trade shows, TV, radio—are not as effective as they used to be. In fact, more companies are now turning to inbound marketing to generate leads and close deals.
To stay ahead of your competition, it’s now essential to have a good inbound marketing strategy in place. Here are four B2B marketing tactics you should be using right now:
1. Create and Curate
Useful and well-written content is apowerful weapon in B2B marketing. Posting long-format articles and discussing issues more deeply attracts more visits to your website and leads to higher conversions. A study by Moz showed a distinct correlation between social shares and content length.
According to the data, readers love this type of content and are more likely to share it.
You should also post articles to your blog more frequently. AHubspot report showed that businesses that blogged 10 or more times a month enjoyed three times more traffic than those that blog only once a month.
And, you can continue to reap the benefits of your old blog posts for years to come. Assuming that they’re good, consider repurposing older posts to generate more organic traffic by sending the content to your email list or posting them on social media.
However, creating good content takes time and effort, and sometimes a company might not have enough manpower to handle this. No need to worry, though, as curating content will work just fine. It’s a strategy that some marketers have used very effectively.Content curation involves sourcing content that is already on the web and organizing it in a meaningful way for your audience. Curating helps add new content to your site, builds value, converts readers, and helps generate traffic.
2. Collaborate With People Who Matter
Connecting and collaborating with experts and influencers creates more opportunities for your brand to be shared with a bigger market.
Look for authorities or influencers in your niche and reach out to them. Discuss how working together will benefit all parties involved. Invite an influencer to host a podcast, write a guest blog or take over your social media page for a day. This will add more quality content to your site and boost awareness of your brand.
3. Get Video Ready
Scientific research shows that most people process the information they see 60,000 times faster than what they read. So it’s a good idea to incorporate videos and eye-catching graphics inyour marketing strategy.
In 2017, video became the most popular type of content on social media, and the demand for it will only continue to rise among consumers. Because of this, more companies are using the medium to showcase their product, disseminate information, teach consumers, and reach prospective clients.
Don’t forget other visuals like infographics and slides. Infographics have become popular over the last few years because they are an effective way of communicating a lot of data within a short time. These visuals are also easy to share and can be used to recycle your content and make them fresh and engaging.
4. Improve Your Site’s Speed and Load Time
A fast website is crucial for any business. People prefer sites that have a quick loading time. Studies have shown that consumers are only willing to wait three seconds for a page to load. Any slower and they are highly likely to abandon the site and search elsewhere. Plus, Google also takes into account the site’s speed in their rankings. So if you want to keep your visitors and rank high in search engines, make sure your website is optimized for speed.
Consumers today know what they want and how to get it. If you want to capture their attention, you have to step up your inbound marketing game. Adding visuals and writing longer posts are simple tactics but they can go a long way in generating leads and traffic.
Back in April, LinkedIn announced Elevate as a way to help businesses get their employees sharing content on their behalf. It piloted with Adobe, Unilever and a few other companies in Q1, and became available on an invitation-only basis upon announcement.
Now, LinkedIn Elevate is reportedly rolling out to the masses. This is according to AdAge (we haven’t seen an official announcement yet), which shares some words from LinkedIn:
“LinkedIn members have always been able to share content about their companies, but it hasn’t always been easy for them to do so. And sometimes they’re not sure about the company’s ground rules or what types of content to share,” said Penry Price, VP-marketing solutions at LinkedIn.
“Elevate enables employee advocacy at scale,” he added. “Now employers have an entire employee base to be activated so they can share content across their social and professional networks.”
The product is aimed at the enterprise – specifically companies with at least 2,000 employees. It comes in the form of an app that’s separate from LinkedIn itself. The point is that employers can share content with employees, who can then share it to their own personal networks, which are likely to be more in tune with the employee – based on job – than with the business itself. Businesses have to pay for access.
According to LinkedIn, the average employee has ten times as many connections as a company has followers. It also says that people are three times more likely to trust company information from employees than from the CEO.
Elevate isn’t just about sharing a company’s own branded content. It also provides content that can be curated by employees. It includes algorithmic content recommendations from LinkedIn Pulse and Newsle, so employees can share additional relevant content. Of course they can share anything they find on their own as well.
Elevate is essentially a competitor to products from Hootsuite, Salesforce, and others. It includes analytics both for employees and companies. Employees can look at how many times the content they’ve shared has been liked, commented on, and reshared, as well as how many people it reached. Eventually, LinkedIn says they’ll also be able to see who viewed their profile and requested to connect as a result of the content they shared. The companies get the same data as well as things like job views, Company Page followers, hires, leads, and sales.
LinkedIn said in its initial announcement that during the pilot, employees shared six times more often than in the months leading up to it.
There are Elevate apps for Android, iOS and Desktop.
This week, Flipboard launched a new web version. It’s available for the desktop for the first time after being mobile-only since 2010. While it already has millions of users from phones and tablets, this opens it up to more people, and to more usage from existing users. Think about those who spend all day on a computer at the office. It seems like as good a time as any to consider how you might be able to get some traffic to your blog or website from it.
“By developing for mobile first (Flipboard was originally built for the iPad in 2010), we saw that content could shine again in a clean and uncluttered environment,” wrote Flipboard’s Mia Quagilarello in a blog post. “The Web evolved, too, with things like responsive design making for easier (and prettier) reading and navigation.”
Nearly a year ago, Onswipe released some data finding that Flipboard drives the most traffic to publishers among four popular news apps on the iPad. In fact, it wasn’t even close.
A lot has changed with Flipboard since then, and the good news is that most of it should only help you.
Feeds
Flipboard lets you submit your content through a feed, which can greatly help your content gain exposure if they accept it.
“Optimized RSS provides users with a superior reading experience and is much easier to maintain than your website’s HTML/CSS,” the company says.
Also helpful to know is that it considers multimedia content in the RSS feed to be a great way to “enhance the reading experience,” so it it supports not only articles but MP4, YouTube and Vimeo video formats as well as MP3 and SoundCloud audio formats.
“We use social media to grow your audience by sharing your content with Flipboard users, who then share it with their friends,” the company says in an FAQ document. “Flipboard provides a platform for deep content engagement across a growing audience of social influencers and enthusiastic readers. Our readers make over 10 million social recommendations a month via the app to their friends.”
To get your content promoted within Flipboard, you’ll first need to provide the service with a Flipboard-optimized RSS feed. Requirements include: the entire body copy of your articles (rather than just headlines/summaries), at least one image per article (no less than 400 pixels wide), at least 30 items, and updates pushed via PubSubHubbub (it prefers Superfeedr).
Flipboard leverages HTML5 and microformats for design elements like pullquotes, media RSS (for images, video, and audio), and GeoRSS for geotagging within RSS. You can learn more about feed optimization here where it includes an example feed and details on feed structure, content markup, etc. There’s a feed validation tool here.
“People use Flipboard to search and discover content in a variety of formats, including RSS, Facebook, Google+, Tumblr, Instagram and more. Displaying full article content within the app is possible via optimized RSS, and we require this at a minimum before considering your content for promotion within our Content Guide,” the company says.
Magazines
Another way to get your content seen throughout Flipboard is to create “magazines,” and include your articles within them. This is a feature Flipboard introduced a couple years ago, which lets anyone curate content based on any topic they like. You can create a magazine, give it a name and description, and add all the content your heart desires. This can include your own content and/or content you come across on the web or within Flipboard itself.
In October, Flipboard said that people had made over ten million magazines. This is when they introduced the third generation of the app (the second having introduced magazines themselves), which included the ability to follow topics ranging from very broad to very niche. You’re probably going to want to follow all the topics you can that are related to the magazines you’re working on.
Another nice thing about magazines is that they’re indexed by Google:
Creating magazines is easy. Just go to your profile on Flipboard and it’s pretty self-explanatory. Name it, add a description, and add content. You’ll probably want to include keywords in the title and description to help users discover your mags in search. In some senses, you can almost think of these like Pinterest boards.
Flipboard actually blogged specifically about titling magazines about a week ago, offering up a bunch of things to keep in mind and possible approaches. They’re mostly about staying on topic, but also standing out from the crowd.
“The takeaway is that you’ll be found in search by title or by topic, so it’s good to keep your magazine name easy to understand and to include a magazine description or tagline,” it concludes.
As it mentions, you can always change the name later if you like.
Go to the magazine editor tool at editor.flipboard.com to view analytics and make changes to settings. Make sure your magazine is in the right category.
With the analytics tool, you can view articles by day (number of items flipped into the magazine), viewers by day (number of people who have seen items you flipped), and page flips by day (number of views of items you have flipped into the magazine).
“Updating your description and continuing to flip into a well-performing magazine can keep its momentum going,” wrote Flipboard’s Jenn de la Vega in an October blog post. “If a magazine is not getting as many views or interactions as the others, try switching up your sources or reevaluate its focus. In any case, it will be exciting to watch your magazines fuel Flipboard’s topics and get more visibility than ever before.”
You can also invite contributors, so you might want to invite colleagues to help you add content.
You can also rearrange the order of content, and set the cover story (again, not unlike Pinterest boards).
Harsh Agarwal at ShoutMeLoud.com recommends regularly commenting on stories in Flipboard to drive additional visibility for your profile (which could lead to some new magazine followers).
“This is probably most underused technique on Flipboard, but you can use it now to get more eye-balls to your Flipboard profile,” he writes. “Flipboard lets you comment on any post that you are reading and your comment is visible to only Flipboard users. You can use this technique to get more visitors to your Flipboard profile and convert them into followers.”
The blog Ethical Entrepreneur once ran a post which claimed that it was able to quickly double its website traffic thanks to Flipboard magazines. Here’s an excerpt from that:
Well not too long ago Flipboard rolled out a new feature called Flipboard magazines that lets you save and curate content into your very own magazines. Admittedly when the feature rolled out I played around with it and quickly forgot about it. I created one or two magazines and just kind of ignored it. I checked back a few months later only to notice that I had hundreds of subscribers! Wow.
A few weeks ago I launched The Ethical Entrepreneur website and I immediately created an Ethical Entrepreneur Flipboard magazine. Not only was I “flipping” in interviews that I conducted but I also started to curate other great entrepreneurial content that I wanted people to read. Within a few short days I had hundreds of subscribers to my Ethical Entrepreneur magazine. Then I started to notice my blog traffic was increasing. In fact the traffic doubled within a few days. Keep in mind the website is only a month old. I checked my analytics to see where the traffic was coming from. Guess what? The traffic was coming from Flipboard!
Some think it’s best that magazines feature a mix of your own content and content from others, but ultimately the choice is up to you. Some think simply replicating your blog in Flipboard magazine form is perfectly fine. It seems to be working for JeffBullas.com, which is seeing increased traffic from Flipboard:
Marketing your brand is about being everywhere in a wide range of media formats to increase brand awareness and drive traffic to your web properties. So create your own Flipboard magazine for your blog. Load up your articles and you have your blog in a magazine format. Flipboard just happens to make it look sensational! As Flipboard is now not just an app now but also on the web you have added another distribution point to amplify your content in another format.
On the flipside, digital marketer Howard Huang doesn’t think just pushing your own content is the best way to go. He writes:
I don’t recommend this because sharing content that is only your own confines you into your own corner of the web and may limit your ability to attract engaged followers faster. You want to curate a well balanced portfolio of content related to your topic from all over the internet as well as your own.
He also recommends basing magazines on “laser focused topics”. For example, instead of a magazine on as broad a topic as Golf, you might publish one on “Putting Green Techniques”.
It probably depends on your topic and your ultimate goal.
Need some inspiration for how to approach magazines? Flipboard has some videos showcasing some creators’ takes on it:
Web Tools
Flipboard offers several tools which you can utilize to help you improve your experience creating magazines and to promote them. The Flip Button lets Flipboard users who land on your content add that content to their magazines. The Profile Badge lets you display a link to your Flipboard profile, and the Magazine Widget is a nice way to link to your own magazines from your site.
Beyond Flipboard’s own tools, third-party tools from companies like AddThis, ShareThis, AddToAny, and Shaeaholic enable you to give your website visitors another easy way to share to Flipboard alongside other social networks. Flipboard has a guide to these tools here.
You’ll also want to use either the Flipboard bookmarklet or the Chrome extension, which both let you easily add any content from around the web to your magazines. Update your magazines regularly. These can also be found at the link above.
Promoted Items
Last month, Flipboard announced Promoted Items, which lets brands distribute articles, videos, products, or photos in Flipboard. Advertisers can promote items from their magazines or content from their website.
“As brands continue to become content creators we want Flipboard to be an easy place to extend distribution of their stories, products, research papers, films and photography,” said Christine Cook, head of advertising partnerships at Flipboard. “Brands that already have content in brand magazines on Flipboard can now highlight the best pieces more broadly across Flipboard and reach an audience of millions.”
“For the past seven years, we’ve worked closely with brands to create content that our readers can easily discover, no matter where they are,” said Emily Allen, SVP of Ad Strategy at Business Insider. “Promoted Items allows us to extend our sponsored content’s reach to millions of Business Insider followers on Flipboard monthly. It’s a powerful vehicle for increasing discovery.”
These are all things you can keep in mind if you wish to draw some extra traffic and/or business from Flipboard, especially now that it’s more widely available than ever before.
Are you a Flipboard user? Do you curate magazines? How do you use Flipboard to drive traffic to your website? Discuss in the comments.
Let me preface this by saying that I am all for giving credit where credit is due on the web. However, people are trying to develop standards for online content curation and attribution on the web, and I just don’t see it working on any mass scale.
In theory, it sounds like a reasonable cause, and a way to keep “aggregators” and “curators” honest, but execution might be a different story. Aren’t the honest ones already doing it right anyway?
There was a panel at SXSW called, “Is Aggregation Theft?” Here’s the official description for that:
In the beginning, there was Slate’s beloved news roundup, “Today’s Papers.” Then, in 2001, The Week magazine landed in the States with great success and pioneered the art of news and opinion curation in print. But it wasn’t until the Huffington Post crashed the party, generating huge traffic with dozens of rewritten stories from other sources every day, that “aggregation” became a dirty word, and critics began calling it theft. Join top media writers and the trailblazers of aggregation for a conversation about the art of filtering and curating other organizations’ content, and where this editorial model fits into the new media landscape. Decide for yourself: aggregation—friend or foe?
The session came attached with the hashtag #curate. Here’s some of the Twitter conversation around the tag:
AdAge editor Simon Dumenco, who was part of that panel, is behind a new effort to get web publishers on board with some standards, called the Council on Ethical Blogging and Aggregation, according to The New York Times’ David Carr, who quotes him as saying,”“We want some simple, common-sense rules. There should be some kind of variation of the Golden Rule here, which is that you should aggregate others as you would wish to be aggregated yourself.”
Dumenco apparently also supports another effort (which Carr also discusses in his report), the Curator’s Code, launched by Maria Popova (brainpicker) and Kelli Anderson.
We’ve been unable to find much info about the Council, beyond who else is involved, as discuseed in Carr’s report, but the Curator’s Code has a site. On it, the code is described as “a system for honoring the creative and intellectual labor of information discovery by making attribution consistent and codified, the celebrated norm. It’s an effort to make the rabbit hole open, fair, and ever-alluring.”
This includes symbols for “via” and “hat tip” – indication of a link of direct discovery, and a link of indirect discovery, story lead, or inspiration, respectively.
How these are more useful than simply saying “via” or “hat tip” is beyond me. I don’t see writers who are not using these phrases to begin with saying, “OK, now that I have a symbol to use, I’m going to start attributing my sources.”
And this is what they came up with for an FAQ section for the Curator’s Code?
Good to see the important questions are being addressed.
The initiative does have a whopping four publications on board so far:
I don’t mean to be so negative, because, like I said, the cause itself isn’t a bad thing. If it means people getting credit for their work that they would not have received otherwise, that’s a good thing. I just don’t see it happening. But, admittedly, I don’t have a better strategy outlined, so who am I to judge (aside from being immersed in the worlds of both content creation and curation on a day-to-day basis)?
We’ll definitely be keeping our eye out for more info regarding the Council on Ethical Blogging and Aggregation. I’m not incredibly optimistic (if that wasn’t already obvious) that either of these efforts will largely impact how content aggregation/curation is done on the web at large, but at least it’s not as absurd as requiring payment for links.
Should you have to pay to link? Sadly, it’s a question we keep having to ask, because organizations and lawmakers keep giving us reason to. If you’re a longtime reader, you probably already know my stance on this: the web is based on pages freely linking to each other, and when barriers are set up that impede that, it makes for a broken web.
In October, we ran an article with the very title: “Should You Have To Pay To Link?” Back then, it was about Central European News (CEN), a media organization that provides news, images, research, etc. to various media outlets, for money. CEN had sent payment invoices to The Huffington Post, simply because the site was linking to sources (such as The Daily Mail), which had paid for CEN’s content.
A couple years ago, there was the whole thing with News Corp. blocking search engine/news aggregator NewsNow.co.uk from using/linking to its content. NewsNow founder Struan Bartlett had this to say at the time:
A more recent example of some interesting linking policy would be this one from Lowe’s. They require sites that link to Lowes.com (I’m not sure what the legal grounds here are) to fill out a form and get permission first. This is done by fax. Yes, fax.
The latest incident comes in the form of proposed legislation from German lawmakers, who reportedly seek to enable content creators to charge aggregation services for using snippets, for as long as lone year. The Register points to an official document about the proposed law (in German).
It’s unclear whether we’re only talking about the actual snippets, or if that includes the titles. According to the Register’s report, aggregators may be forced to pay license fees, but if if the titles (which are essentially links), aren’t included, aggregators should be able to display titles/links without snippets, without having to pay. If such a law goes into effect, it would probably make more sense to do this, for most aggregation services, though user experience could be damaged.
Of course, there’s one news aggregation service that we know is all about user experience (at least at the PR level) – Google (and Google News). Would Google pay to provide snippets? If titles/links are included, that’s a whole different ballgame, and in fact is really where the bulk of this threat to the web comes in.
If we’re talking about titles, which are essentially links, we’re talking about having to pay to link to something. Even if this is only at a news aggregation service level, it’s a dangerous precedent to set, given that the web at large is based on linking. There are no clear lines when you’re talking about the subject of news aggregation – particularly in the age of user-generated content and social media. I mean, what if you create a Twitter list of accounts from news agencies, and share that with your friends, for example?
For that matter, the lines between what should actually be considered a news source are pretty gray too, when you’re talking about blogs, social media and citizen journalism. Laws like this would have to be governed by interpretation, and any interpretation – right or wrong – could have tremendous effects on the web, and really, society.
And let’s not forget, that while a law may be designed to govern the people and companies of a country, the web is worldwide. Linking knows no geographical boundaries.
When you’re talking about how an aggregator like Google News delivers results, how is it any different than how Google itself delivers results. It’s still about snippets and links. Such government control could not only jeopardize current news aggregation practices, but how search, as we know it, works.
Matthew Ingram, who writes for GigaOm these days writes a lot about this kind of stuff, and often makes great points about the state of journalism, and the whole citizen journalism/traditional media debate. As he presents it, aggregation and curation are synonyms, for all intents and purposes, and I agree. But curation can not only come from a system like Google News or a Techmeme. It can come from a news publication itself. It can come from a single person using any publishing format on the web. That means it could be a blog, a Google+ account, a Twitter account, a Twitter list, a Facebook account or whatever. Facebook even has a new interest lists feature.
The point is, it’s all about the following you have, as to how much that contributes to content being consumed by its audience.
So laws like this could jeopardize how we use social media too. But more than that – they could jeopardize how people use the web. It’s why the publishing world wants the paid app model (like The Daily) to succeed so well, but that model will never pan out to its full potential as long as that pesky web is around – a tap away via your phone or tablet’s browser. Perhaps news organizations should start lobbying for the death of the web browser. That would go over well.
Links are the web. The web is links. Links are what keeps the web alive, and are the reason we have not all been completely consumed into closed app ecosystems (though we certainly spend more of our time there than ever).
One thing that continues to baffle me, is that so many publishers and news organizations are still so opposed to how the web works. Links gain you more exposure. There are legitimate points on the other side of the argument, but the fact is that links give more people more opportunities to read your content, and if they’re not reading your content, they’re just going to read someone else’s – someone that has figured out a better way to monetize their content – perhaps someone that doen’t care about monetizing their content. Regardless, it’s not benefiting you.
Of course, all efforts to see “aggregators” paying to link aren’t being driven by governments. News organizations (The AP, The New York Times, The Washington Post, Gazzette, McClatchy, and numerous others) have banded together to form NewsRight, a collaboration designed to find ways of getting aggregators to pay. I haven’t heard a lot of success stories about that one yet.
Do you think news organizations should be charging “aggregators” for linking? Even snippets? Let us know what you think.
By the way, if you’re a content creator, curator or aggregator, and you feel your audience is or could be interested in this topic, please feel free to link to this article. As a bonus, we’ll even let you throw in a snippet.
WebProNews had a little Q&A with Kate Brodock, the Executive Director of Digital and Social Media at Syracuse University about content curation on the web. She will be giving a talk on this subject at BlogWorld next week, but we decided to pick her brain ahead of the talk, as this subject is one that only continues to become more important to the web as consumers are bombarded with endless information from so many different web channels.
WebProNews is partnering with BlogWorld and New Media Expo, the world’s first and largest new media conference, in an effort to broadcast how new media can grow your business, brand, and audience. BlogWorld takes place November 3-5 in Los Angeles and includes speakers such as Kate Brodock. Stay tuned to WebProNews for much more exclusive coverage.
Answers to the following questions are Brodock’s .
What does it take to be successful in content curation?
“It comes down to a few key processes. You need to have good aggregation tools in place to gather and filter information. You then need to have a way to centralize and showcase that information in a way that communicates to your audience effectively. Lastly, in most cases – especially those involving gathering information from digital, user-driven sources, you’ve got to nail down the verification of that info. While in many ways curation has become easier, it’s also become harder to sift through and find the reliable and factual sources.”
“What are the best tools available right now for content curation and why?
A few of my favorites: Storify.com, for a centralization tool. I use it a lot, for various purposes, and they actually just launched a bunch of major changes yesterday, I’ve played around with them and it’s a great improvement on many levels. In terms of aggregation, I’m a Google Reader person, but I’ve also started playing around with pearltrees.com lately. It’s as if you mind-mapped your RSS feed list. Very neat concept. A few others that stick out are the Zite and Flipboard apps for iPad for content discovery. Depending on what needs you have, blogging platforms like Posterous and Tumblr make it easier for teams to curate and centralize third-party content as well.”
“In your opinion, who is doing content curation right on the web?
In terms of media outlets, I’ve been impressed by BBC and their content curation desk and Al Jazeera, especially with “The Stream” which was launched this spring. I like Clay Shirky’s Thought Leaders channel, and Andy Carvin has led the way in disseminating critical information quickly, but still having a high standard for verification. The Smartbrief industry roundups, of which I’m subscribed to many, are great curated resources. I’ve also come across “Earth Knowledge,” which is a really neat Google Maps mashup.”
“Who is doing it wrong?
People or organizations tend to falter in two areas. In the verification process or when they should be giving proper attribution to the original content creator. These two areas need special attention.”
“What are the boundaries of fair use in content curation in your assessment?
Again, proper attribution of the original content creator is very important. There are many ways to do this on various platforms, and there are generally recognized “best practices” that people use. If you neglect the attribution part of the equation, this is when you get into sticky situations. For instance, when Posterous first came out, several content creators were upset by how little attention Posterous users paid to giving them credit for content… in some cases the “creators” thought the “curators” had downright plagiarized their work. Since then, the community of users has developed a set of practices to support both parties. It pays to take a look at how each platform handles this aspect of curation and make sure you’re dotting your “I”s and crossing your ‘t’s.”
“In your opinion, how much does it matter to the consumer if they’re obtaining information from its original source, as long as that source is credited? Consumers want information, and that means different things to different people. Many consumers are only concerned about the information they receive and being able to process it quickly because they’re reading these sites simply as a way to quickly digest information and move on. Other consumers may want to dig deeper, explore more sources, get to the original source and expand their body of information. And others still may actually NEED to have the original source for verification purposes or if they’re conducting research or writing an article. This depends on what type of consumer you are.”
Have additional thoughts on what it takes to do content curation right? Share them in the comments.
For 5 years, WebProNews has partnered with BlogWorld and New Media Expo, the world’s first and largest new media conference, in an effort to broadcast how new media can grow your business, brand, and audience. Stay tuned to WebProNews for much more exclusive coverage.
With all the content online, it is hard for businesses to sort through all the noise and find what they really want. As a result, many content curation services have risen up to help serve this need.
One such service is Mass Relevance. It is designed especially for enterprises that want to better engage their customers. TweetRiver is the company’s first product that not only sources, curates, and displays content, but it also creates participation around conversations on Twitter.
The platform runs by a “rule-based algorithm” that allows users to customize for their needs. At this point, Mass Relevance, specifically, targets the entertainment, media, retail, and manufacturing industries.
The subject of content curation also raises concern for content creators in terms of how their own content can get noticed in the midst of all the other content on the Web. Sam Decker, who is the CEO and Co-founder of Mass Relevance, believes that good content has to have context. Where the content is placed on a page, what is said about it, and how it is displayed and designed are all additional factors that influence whether or not it gets noticed.
What are your thoughts on content curation and getting noticed in all the noise?
