Content Aggregation: The Future of (B2B and Consumer) Media?

September 21, 2010

“Traditional” media is struggling. Weekly news magazines are declining, newspapers are shriveling, and industry trade magazines are downsizing. Meanwhile, the blogosphere continues to expand and pundits like Joe Pulizzi have declared that we are all publishers now. What do these trends mean for the future of news gathering and information delivery?

David Koretz offered one vision recently on MediaPost, writing:

The news organizations of tomorrow will no longer be loud-mouthed pundits espousing a barely informed worldview. Nor will they still be large monoliths attempting to maintain news bureaus worldwide. There is simply no cost-effective way for them to be on scene in every city, town, or village where the next big news story may break. Instead, successful media will become aggregators and editors of content, rather than creators. The smart money will build a technology to gather, sort, and filter stories from every corner of the world, and couple it with smart and thoughtful humans to do the editing.

Online content aggregation is as old as the Internet itself, beginning with AOL. Examples range from Google News and Yahoo! to topic-focused niche sites such as (using social media as an example) Social Media Today and Social Media Informer. Technology to “scrape” websites and republish content (legally or not) has also been around for some time, but until recently, doing content aggregation well required either a massive investment in infrastructure (like Moreover) or a unworkable level of manual effort.

Social Media Aggregation OptionsNew tools, however, are bringing sophisticated content aggregation and curation within reach of midsized enterprises. These technologies include Browse My Stuff (which powers both the B2B Marketing Zone and Social Media Informer) and, which enables users to create custom online “newspapers” based on a Twitterer and his/her followers, a hashtag subject or a Twitter list. For example, it took me just minutes to create my own newspaper organizing tweets and links from the smart group of local Minneapolis Twitters I follow. The site also makes it easy to promote your newspaper through Twitter and Facebook. Set up properly, this could be an easy yet powerful way for an organization to create and distribute a social newsletter on the fly. is free but doesn’t offer any filtering options for results. Browse My Stuff is fee-based for sponsors, free for bloggers and offers more professional publishing power.

While the use of such technologies is limited only by the imagination, there are three types of entities that could clearly benefit from content aggregation tools: large brands/companies, online publishers and PR firms.

Enterprises: organizations large, midsized or small can aggregate blog posts about their company or industry in one spot as a service to their customers, prospects and other interested stakeholders. For example, the iPhone got huge social media exposure when first released. Apple could create an aggregation site to pull in blog posts and reviews about the product. It’s a win-win-win: the company gets increased exposure; potential buyers get a one-stop site where they can read all independent views of the product; and the bloggers writing about it get traffic. A smaller vendor with fewer social media mentions could nonetheless position themselves as a thought leader in their field by aggregating industry-related posts. It’s particularly important for smaller companies to recognize that they don’t need to produce all of their own material; content written by others can be very helpful to their prospects’ decision making. Direct Message Lab has increased its exposure by sponsoring Social Media Informer.

Publishers: traditional news organizations are losing clout and their audiences to citizen journalists and bloggers with deep expertise, and industry trade magazines face declining influence due to the explosion in content marketing. The cost of maintaining large news and content producing/gathering  staffs is becoming more difficult to justify and monetize. Content aggregation offers publishers a way to maintain their position as destination sites, serve readers a larger selection of news at a lower cost, and incentivize bloggers to contribute.

PR firms: as the influence of bloggers increases at the expense of traditional news outlets, PR firms are increasingly pitching bloggers with their “story ideas” about clients, in some cases cleverly, in others more ham-handed. Even many writers of relatively small blogs are now overwhelmed with such pitches. Content aggregation offers PR firms a way to build relationships with bloggers, increase exposure for their clients through more social media coverage, increase billings by providing clients with a differentiated offering, and serve the market by collecting relevant, independent third-party content on one site.

News and content “consumers” no longer want to rely on one or just a few sources for information; they want to hear a variety of voices. Yet they are time-strapped and still value convenience. Bloggers and content marketers want traffic. Publishers want eyeballs. Content aggregation and curation will become increasingly popular as a way to give everyone what they want.

For more on this topic, check out Automated Filtering vs Human-Powered Curation from Tony Karrer.

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10 Responses

  1. Elizabeth Sosnow 

    Interesting article, Tom. I certainly agree that aggregation can play an important role in solving the “bandwidth” problem associated with developing original content.

    But I’m not sure it is a smart play for PR firms? Good PR firms should be distinguished by their ability to create compelling and unique content — not by their ability to “round up” the original ideas of others.

    I’d want hire a PR firm that understood how to “do it for themselves.” That would make me more likely to think they could do it for me as a client.

    What do you think?

    Elizabeth Sosnow

  2. Tom 

    Ah, good old “NIH” syndrome (not invented here). You may be right on – I’m still exploring this – but three key points I’d make. 1) A good content aggregation system lets the firm mix its own content with compelling, relevant content from others. 2) Hosting or sponsoring a content hub enables the firm to establish relationships with key bloggers in their space (I get so much “cold” outreach I could scream). 3) Sponsoring the hub is, well, good PR for the PR firm. For example, a company that produces electronic components might very well be attracted to a PR firm associated with an electronic components content hub.

    Just my thoughts.

  3. I would claim that PR firms should be involved in two ways:

    1. They should be the ones creating the aggregation sites so that they have the relationships with the content sources. This puts them in a great position to provide services to clients.

    2. PR firms should mix in their original content with the aggregated content to promote thought leadership and making themselves the center of the universe.

    Bottom line, a PR firm should be working to create an equivalent to but around PR right now. And they should be doing it in every case where they are thinking about blogger relations.

  4. Interesting article. You mentioned online publishers and associate this with traditional news organizations. Interestingly, many universities are the largest publishers in their respective state and most of this content is educational. The power of the search engine and thoughtful tagging has allowed this catalog content to retain its “discoverability,” but social media and improvement in aggregation functionality is elevating the need for “portals,” “community/enthusiast pages” to become more prominent piece of a publisher’s website–even universities.

    As you mention, it’s really nothing more than trying to figure out how to present the most relevant information to the right people at the right time without alienating them with data overload and navigational confusion.

    Thanks for the post.

  5. Tom 

    Thanks Chris and great point. I hadn’t thought about the education sector but this makes perfect sense.

  6. Hmm….
    Now that’s what I call news!
    Thanks for putting this out in the open for us to read.

  7. Tom, good article. You’re totally right that big companies are/or should be looking at themselves as publishers and should think like a publisher. Having said that this has been the case for the past 10 years or so, but few companies have really got it as yet. The more enlightened ones are moving in that direction.

    I agree with Elizabeth above that this doesn’t seem to be the right role for PR firms. But good PR firms can certainly use the aggregation tools to help their clients and can very much help their clients move towards acting more like a publisher.

  8. Tom 

    All great points Nick. I’ve gotten mixed feedback on the question of whether or not this is appropriate for PR firms. What I know for sure is that many PR firms still don’t have a clue about effective blogger outreach (I get their mass-emailed announcements daily), though an increasing number are adopting better practices. You may be right that the best role for them is helping their clients act more like publishers.

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