Curated Content Gives Brands a Helping Hand

Marketers sate their social needs with repurposed news from outlets

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Hungry for content to push out into social feeds, a growing number of marketers are adopting strategies that include repackaging articles from news sites on their own sites.

For example, in April Pepsi launched Pepsi Pulse, an online “pop culture cheat sheet” populated by a mix of crowdsourced fan tweets and photos, original content like live streams of sponsored concerts, and the full text of articles from outlets including, Complex and the Associated Press.

Intel’s iQ, an online tech and culture magazine that launched in May, has a notably similar design aesthetic to Pepsi’s site, featuring a mix of original reporting from Intel employees like “The Technology Behind Dolphin Tale & Other Prosthetics,” along with aggregated content from sites like Mashable.

Why provide another platform for a publisher’s content? For one, it lets consumers share articles via social networks, amplifying a brand’s presence on those channels.



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