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BizReport : Blogs & Content archives : May 05, 2011

Hub aggregates content, engages moms

Just in time for Mother's Day, a new content hub has launched, aggregating mom-centric topics, news and information in a single stop. From Federated Media, the hub is called Daily Buzz; the publishing brand has partnered with The Clorox Company to provide moms with all the content they care to consume - all under one roof.

by Kristina Knight

federatedmedia.pngI had the chance to chat with Deanna Brown, Federated Media CEO about content trends.

Kristina: What trends are you seeing in content creation right now?

Deanna: Brands - like Clorox - have a huge depository of content that they are already publishing via their website. If brands have a Twitter feed, Facebook page, or blog - they are already publishers. However, they are embracing the idea that they can take this thoughtful content and integrate it/share it with an entirely new audience on the Independent Web.

Kristina: What is feeding the appetite of consumers for more and more content?

Deanna: Actually, there is plenty of content out there - now it is about curation of that content into a digestible, usable format. With the introduction of DailyBuzz Moms, that is exactly what we are doing" taking excellent content and packaging it so that moms can quickly get the best of the best in one place. We are thoughtfully compiling content around themes that moms will find interesting. No more hunting and searching for the topic they want to learn more about - we package it all up for them to easily review. And, we ensure that Clorox - where completely appropriate - is interjecting in these conversations. It is a win-win for all parties.

Kristina: For a while, experts were suggesting that online publishers target a niche audience to drive traffic; is this still a good approach?

Deanna: The issue is scale and all brands need scale. What we've put together here is the best of both worlds - curating content that delivers to a specific niche but can also scale to usable proportions.

Tags: content advertising, content aggregation, Federated Media, mom advertising, mom content, online content

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