Reasoning that an endless stream of content is required to engage fans, General Electric, Electronic Arts and Red Bull last week launched their own Digg pages, along with banner ads teasing Digg content.
The sites so far are built around common themes. GE's site, for its Ecomagination initiative, features links to green technology stories from Treehugger.com, Scientific American and Grist.org. Electronic Arts' site features stories about gaming from g4tv.com among others. Red Bull's Digg site recycles content from Redbullusa.com, which is mainly videos from action sporting events.
Each marketer will also run ads on Digg's network that tease such highlighted stories. Such content-enriched ads have been around for a while. In January, for instance, Intel ran banners with headlines from the Consumer Electronics Show in an attempt to increase click-through rates.
The move coincides with a relaunch of Digg last week that added social networking features like a "My News" page that shows what friends on Digg are digging.
Chas Edwards, Digg's chief revenue officer, said that marketers need content to keep consumers engaged.
"Brands don't have an alternative," Edwards said. "Consumer have tools that make it easy for them to block or ignore commercial content, and they have near-endless choice among content sources fighting for their attention. Brands need to provide a valuable service -- in this case, curation of the best content around a particular topic -- or they will be relegated to a dusty, untrafficked corner of the Web."