A common challenge faced by a digital news publisher is to work with content aggregators.
Today, I'm going to share two things with you: first, how content aggregators impact digital news publishing, and second, how to manage them.
Let's stop for a second to define exactly what is a content aggregator. aggregator is an individual or organization that gathers web content (and / or sometimes applications) from different online sources for reuse or resale.
They exist in two types:
- Those who gather and distribute news for customers. This process is called content syndication.
In reality, customers like content aggregators, even though digital news editors do not. The irony is that the entire content aggregator was launched by digital news publishers.
Brief History of Content Aggregators
The year 2015 was marked by the surge of content aggregators. Because many publishers viewed syndication as a sin, they rejected aggregators and chose Google News, Yahoo News, and AOL. Moreover, none of them wanted to tap into his budget, and so created free news searches for Huffington Post, BuzzFeed, Vine et al.
The size of the audience of these aggregation sites was low, grow rapidly. In trying to achieve the common goal of "being everywhere your readers are", many publishers have started to rely completely on these aggregators and, unfortunately, instead of finding a better way to reach their audience, they gave their content free to the aggregators. 19659003] In return, they got a lot of views on the content but not a lot of return on investment.
As for revenue generation, a major challenge for digital publishers, the option only is to bet on subscription models and nothing else . Which is certainly not a win-win situation for digital news publishers.
The Impact of Content Aggregators on News Consumption
It goes without saying that content discovery has changed dramatically over the last decade. also changed drastically. Now, consumers expect seamless streaming and quality content that is shareable, searchable and easily accessible in exchange for their interest.
Many consumers now prefer to pay an aggregation site once a month to access various information from multiple sites. publishers. For them, it is more convenient and more profitable to pay only once and consume as much content as possible throughout the month.
Consumers were paying whenever they were consuming the publisher's content on an aggregation site, and they certainly are not .
Does this mean that content aggregators should be a big "NO" for your news publishing sites?
Frictions Between Content Aggregators and News Publishers
Content editors still being devoured, this is not a good state for publishers. This era of social media is at the origin of the desire of the publishers of "likes" and "share" on a basis of genuine subscribers.
Regardless of this, many publishers have become a little lazy and are not looking for new ways to reach their subscribers. They have somehow accepted the state of things as they are. Imagine if they joined with other industry players to create a "network for information" or similar to share wealth.
Instead, many of them give free of charge their valuable content on Facebook: the filter
Is Social Media the Best News Aggregator?
Whether it 's editorial or news, social media has become an easy way to find various content information and comment quickly on and share with your friends and your family.
Fast-loading interactive platforms such as Facebook Instant Articles and Apple News keep readers in their exclusive ecosystem, thus limiting as the reader experience to predefined layouts. On the other hand, Google AMP represents an effort to move to much more responsive web experiences with fewer restrictions.
Facebook alone is already responsible for directing 27% of all traffic to most news sites (up to 70% for some). So, what happens to all this traffic when the full-text articles of a publisher are hosted on the territory of the social titan? Why should readers revisit publishers' sites when they can get the content and conversations they want on Facebook?
These platforms are waiting for publishers with open arms. They have developed an exciting and hyper effective way to distribute their content – eliminating the need for publishers to have websites!
What about backlink tactics?
Backlinks are another bait provided by content aggregators. They attract publishers to give their content for free in return for a backlink.
In fact, some experts even mentioned this as a good SEO practice. If you are in SEO, you already know what the word "backlink" looks like. But what's the point of having likes and backlinks if your readers do not really appreciate your content and do not become your loyal readers?
In addition … with advertisements blocked in apps in terms of advertising? Where will the income come from?
When publisher titles and excerpts become the basic product, one still wonders if aggregators need to share their revenues with publishers because they earn money from others' clickbait.  This is no different from the problems that the music industry has been dealing with streaming audio products. The debate will likely continue to rage as mobile usage continues, and while some platforms such as Flipboard and Pulse include content partners, revenue sharing opportunities are for the most part scarce.
Good, the Bad and the Ugly
Beyond all the negative connotations around these content aggregators, working with them has some advantages. To help you make your choice, let me share some of the main advantages and disadvantages.
- Some reliable aggregators add customization to your content before distributing it. This usually helps your audience to better connect with your content.
- Some content aggregators master content distribution and know very well how maximize the reach of conten t for your potential audience.
- Aggregators reduce the need for manual content syndication at the publisher level allowing you to save a lot of time and resources.
- Some content aggregator sites help you create backlinks for your site to improve your SEO efforts.
However, the above only applies to trust aggregators, with "trust" as the key word here.
An example of trust that you can check is WikiTribune by Jimmy Wales. ] Disadvantages:
- When your audience reads content on a content aggregation site, may cannibalize the subscriber base of your website .
- As a news editor, you are with little authority and authority on the content.
- When content is not distributed or consumed on your own website, the visibility of your brand begins to decrease.
- Content aggregators promote their own brand, not yours – EXCEPT your brand is well known, in which case they will promote your brand but only to promote their own Mark.
- generally not transparent . You never know how many users have read or bought your content.
- You lose the opportunity to better understand your consumer because there is no direct communication between you and the consumers . This explains the lost conversion opportunities.
- Because most content aggregators do not really understand your target audience, they often end up attracting an irrelevant audience for your content, while still maintaining a healthy size.
- The main objective of any content aggregator is the mass distribution of content, and they do not care much if the content is not personalized or constitutes false news. So often ending negatively impacting your brand image.
news for you After conducting extensive testing on Facebook Instant Articles and Apple News, The Guardian removed its content from both platforms. The Guardian was actually the first publisher to take advantage of Apple News, but it's certainly not the only one to have recently calmed down on these content aggregators.
According to a NewsWhip analysis, several publishers are currently running
The reality is that these platforms do not really allow publishers to develop their audience in their own trusted environment and to establish a closer relationship with them.
Is there a compromise between publishers and aggregators?
Of course! However, there must be a plan of action and strong ground rules for this relationship to remain symbiotic ONLY.
The most important question is who can you really trust with your content?
who will use it as he wishes, curate and share it according to his own rules, and offers no guarantee of placement or payment?
Publishing partner who is committed to paying you whenever your content is read on their platform?
I think you already know the answer. The relationship between aggregators and publishers must be in symbiosis with a fixed fee each time the content is read. The two main options you see here are free content aggregators and paid content aggregators.
If you want to go ahead with paid aggregators, you can explore many pay models for successful collaboration. There should also be transparency and room for maneuver to make an informed decision about the content distributed by aggregators, ie the aggregator should not be allowed to choose it alone.
They should be pro in organizing content in a way that readers can find easily.
Free news aggregation applications may be useful to some extent for creating awareness among new audiences, but revenue growth and profits generally come from:
- Content offer worthy of payment
- Adaptive Design with Multi-Platform Support
- Multiple Content Presentation Templates for Traditional Readers and Digital Natives
- Longer, Encourage Discussions with Other Users and Increase the Possibility of Discovering High Value Content
- Vertical Channels Integration Opens Global Public Doors That Publishers Can not Achieve on Their Own
If Content Aggregators Are Central to Your Distribution Plan, You Should Well think about this relationship and make no impulsive decisions to get more views on your content.
As long as there will be no set rules for content custodians and digital news publishers, there will be questions about the aggregation of content and the best practices for content sharing. to find new ways to reach target audiences, it is time to overcome the dilemma of partnering or creating partnerships with content aggregators.
After all, there are benefits to sorting all this out, including a more transparent relationship with consumers. 19659003] You can certainly find a way to collaborate with one of the paid content aggregators for the benefit of your business goals.
But as a general rule of thumb, choose only the legitimate ones, which respect the boundary between curating and copying. Above all, do not forget to take into account the needs and behaviors of your customers.
Guest Author: Ruchika is part of the versatile marketing team that is working on the creation of iZooto a huge success. As part of marketing, one of its main responsibilities is SEO and content planning. Art lover and creative writer, Ruchika loves to draw during her free time and dreams of traveling alone in the world.
The Ultimate Guide To Content Aggregators (The Good, The Bad, The Ugly) appeared first The Jeffbullas Blog