Aggregators the Way You Want Them

Organizing aggregator's to work for you Posted on Tuesday, March 10 in Breaking Through the Clutter.

Remember the first time you used a search engine to find people or content that matched your interests? You had this wow moment as you realized you were not alone in your devotion to classic British novels by female authors and futures market games based on political stats (or you know, whatever moves you).

Aggregators come in all shapes and forms, but all of them provide a way for you to search and find the things of interest to you and the people who have the same interests. They can help you navigate through the huge amount of content related to marketing, digital marketing, social media marketing, search engine marketing, etc. It’s a good place to start, and I would recommend trying out several methods to find what suits you and your schedule best. Below are some resources I like, in a pretty random order.

Feedly – Pretty broad and has some nice ways to categorize and organize the feeds you set-up. For example, group together feeds based on marketing topic like content marketing, social media, search, email, etc. You can also set certain feeds as “Must-Reads” or mark them “Saved for Later.” 

Pocket – This can integrate with other tools like Feedly, as well as within browser, so you can save articles to read later, or tag them for follow-up. I use this for curated content, tagging articles to develop into a blog post, and saving tips for my own use.

LinkedIn Pulse – While a lot of Pulse content is super business focused, this tool can help you curate preferred content to read as part of your daily routine, but you can also look at Top Posts and explore the Discover tab to find recommendations, based on what you’ve already selected to follow.

Marketing Profs – Subscribe to the basic membership to get a feel for what they have to offer, including a newsletter that aggregates articles of curated material, plus provides access to a library of marketing articles and resources.

Marketing Land – Sign up for the newsletter or browse the site with easy to find categories, latest or most popular articles.

AdWeek – Super consumer advertising focused, but with a lot of breadth and interesting takes. AdWeek provides a lot of content online in an easy to read format.

Think With Google – Marketing research, consumer trends, case studies, tools and more, all powered by Google. Read online or sign up for the newsletter and customize specific industries of interest.

Trendwatching – Insights and observations on consumer trends and innovations. While there is a premium service available, there is also a lot of interesting content that is free.

Fast Company – Well-known for its interesting take on business topics, Fast Company provides unique content and they are really good about pushing it out on social if that’s the easier way for you to consume content.

Marketing Sherpa – If you love reading case studies, and hearing about real-life examples of marketing ideas in use, this will be your favorite thing in the world. Lots of concrete ideas ready to put into action.

eMarketer – There is a paid version of eMarketer, but even the free version provides a huge amount of insights, including chart, charts and more charts.

Social – It’s likely best to think about which social channel you are already on a lot, but I’ve foundTwitter to be one of the better social media for following people and companies with similar interests and discover news articles, blog posts, infographics and more. If you’re on Facebook, Google+ or even LinkedIn more, you’ll still find ways to follow people and companies of interest and discover new things. Either way, it makes it a little easier to keep trends watching part of your daily routine.

Unplug for a Fresh Perspective

From time to time, unplug and then go back for a fresh perspective. Especially useful if you scan a lot of aggregators, because you will inevitably start running into different sites rehashing their own version of the same article, infographic or research study.

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Jenny Dickman is a Associate Brand Manager at Gannett. Contact for more information. Cathy Colliver is a Brand Manager at Courier-Journal Media.

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