Aggregators, as the name suggests, collect material from other sources on the web and post them in one place. These sources could be articles from other websites, the news, blogs, reports or even daily deals. Aggregators can be a website like Feedly or an app like Flipboard.
Most sources of content offer a ‘feed’. A feed is a data format used to provide frequently updated content. Users store the feed link in a ‘feed reader’ of their choice and new content from the feed source is updated automatically when it becomes available. Aggregators use these feeds as inputs to their own websites and curate the content accordingly.
Aggregators generate revenue predominantly through revenue sharing, advertising, sponsored stories and affiliate links.
As a publisher, you can harness the power of aggregators to improve the reach and awareness of your digital editions. You can use ads to drive traffic to your online properties. You can even set up direct downloads of your digital magazines.
You can leverage your popular content to raise awareness of your brand. By sharing your best performing content on popular aggregators, you can generate high levels of awareness about your brand as well as get a share of the revenue generated by your content. Similarly, you could share reviews of your app on select platforms to get wider coverage and push downloads using affiliate links.
Aggregators are a very powerful part of the social web. They can play an integral part in your digital marketing strategy and drive your brand’s recognition and reach to new levels. They can also generate additional revenue through exclusive content and re-purposed articles from your print edition content.
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This article was written on 6 Aug , 2015.