Public relations is a content-driven business.
Every press release, talking point and story you want to tell is a piece of content. PR professionals know better than most people that content perishes quickly and that the perpetual churn of content is expensive.
Depending on your budget, good content is difficult to produce and sustain. Most businesses don’t have the structure, savvy or budget to do it. Despite our shortcomings relative to PR software experts, we have to generate interest in our products.
So, where do we start?
If you produce content yourself, hiring freelancers or ignoring content altogether, these tools can help you repurpose third-party content as your own to various degrees. The benefit is you’ll have more content available for your customers and prospects published at a greater frequency with less overhead cost.
Of course, you do lose some editorial control and would probably want to augment curated content with content specific for your business, as well.
Curata is one of most well-known of the content creation services.
It features a highly intuitive recommendation engine, curation tools, website and social media integration. It also has some neat tagging and categorization tools that can be used to bring order to the curated content. Its most differentiating feature may be the capability for curators to add unique text and commentary to the third-party content.
Curata is used by IBM, Alcatel-Lucent and the Content Marketing Institute.
TrapIt is similar to Curata in that it has a discovery engine and that it pushes content to social media and owned sites. It claims to have 100,000 content resources and to have customizable elements for any curated post.
TrapIt is used by astro and sgi.
PublishThis is similar to Curata in its capabilities for discovery, editorial commentary and publication to social media and to organic sites. They additionally have the capability through their API to push content to standalone mobile apps.
PublishThis is used by Fandango, SAP and The Boston Globe.
BazaarVoice curates content from social media platforms such as Facebook, Instagram and Twitter and has third-party curators available to do curation to your social hub page. In the broader context of what they do, the curated content reinforces brand products and services through authentic customer reviews.
BazaarVoice is used by USAA, Graco and Johnson & Johnson.
ScribbleLive is a real-time content creation/publishing platform. It’s meant to create and perpetuate discussion in real time, so it’s not necessarily a third-party curation platform as you might think of it. It’s a platform that helps you to create and control content around an event in real time. Think of it as enabling frictionless content creation and aggregation.
ScribbleLive is used by Samsung, Shell and cadence.
NewsCred offers owned content, freelance services, paid third-party promotion and frictionless scheduling. It has similar discovery and sharing capabilities to those of the other services as well.
NewsCred is used by Pepsi, Johnson & Johnson and Orange Telecom.
Storify is characterized by its ease of use, but it doesn’t have the robust discovery that other content curation solutions have. Its VIP product is an enterprise solution that will curate content to websites as well as to social media.
Storify is used by HBO, Al Jazeera, and BBC.
Scoop.it has a more robust enterprise solution for businesses. It has a discovery engine, site and social media sharing and a scheduling module.
Scoop.it is used by the University of San Francisco and Orange Telecom.
My intention with this post was to introduce you to different content curation solutions that may help you to scale your content without increasing your budget. Vocus is a special entity to be able to create so much noteworthy content daily and weekly.
Content curation software allows businesses to be able to provide topical, relevant, conversation-driving content to their readers (as Vocus does) within a reasonable budget.