Most of you likely visit the Huffington Post on a regular basis – and you aren’t the only one. The self-proclaimed “internet newspaper” boasts 28M monthly unique, influential viewers and is continually growing. What’s perhaps most interesting to us over here at Curata, is the recent buzz suggesting the news outlet is joining the content marketing club.
According to articles in AdAge, Business Insider and Marketing Pilgrim, the HuffPo is kicking off a new service that will help brands and agencies build branded websites and assist in the creation, curation and distribution of content to brands’ key consumers. Already, HuffPo is in talks with a major consumer-goods advertiser to create its first such website. According to sources, the publisher will work with a team of social marketers from the ad company to generate new lifestyle-oriented content for the branded site and to curate existing material from The Huffington Post.
What spurred the new offering? Execs at AOL Advertising (HuffPo is a subsidiary) say the news site wanted to keep up with the evolving marketplace where brands are becoming increasingly aware of the benefits of producing and sharing strong content.
It’s probably only a matter of time before more publishers begin to incorporate content creation and curation as a revenue stream- just look at the results of our latest Content Curation Adoption Survey which cites how 95 percent of marketers are curating. With a figure like that, content curation must be doing something right. Still, it’s awesome to see yet another major name get involved in the growing cause and work with others to both give and receive all of the benefits this type of marketing has to offer.
Have you heard of any companies jumping on the content curation bandwagon? We’d love to hear what you think. Oh and we’re psyched that this is our first Bostinno channel post – we’re looking forward to “dropping knowledge”!