HiveFire Smelts Aggregation and Publication for B2B Marketers
ADOTAS – “The challenge our customers struggle with is content marketing,” says HiveFire CEO Pawan Deshpande. “How do you produce and distribute content on a regular basis that’s relevant to prospects, as a way to educate for long sale cycles.”
A hybrid of a content aggregator and web publisher, HiveFire is publicly introducing Curata. The cloud-based platform is B2B marketing tool for aggregating content on specific topics relevant to potential customers.
Currently around 40 customers are using the Curata to produce educational content for facilitating lead gen and generally promoting thought leadership in the space. These B2B companies stretch across a wide spectrum of industries: from software to telecom to medical devices.
Curata users merely specify the type of content they’re interested in monitoring and insert keywords, and the content engine continuously serves up pertinent URLs, automatically tagged and classified through HiveFire’s natural language processor. In addition, Curata can determine the most-referenced companies, countries and topics in a niche
Through a simplified curation process, a manager ultimately decides what is published and annotates editorial features such as headline, abstract and tags to add context to highlight relevance. The semantic engine will actually adapt to client preferences revolving around preferred content and edited tags.
The content can then be disseminated to a microsite as well as email and social marketing channels. Layout and design tools allow for featured content. Rather than republish the entire article, Curata prints out the first line and links to the content source.
Deshpande notes that an average customer spends about 19 minutes a day on Curata, yet is able to engage thousands of prospects. Many customers are involved in newer industries with a fair deal of buzz but no established thought leader or publication in the industry.
In effect, Curata sets up the client to fill in that gap and become an authority in a niche area — no extra staff necessary, just pay a subscription fee.
For example, Verne Global, proprietor of a data center in Iceland that runs on geothermal power, runs its microsite on energy-efficient data centers with Curata.
“If you’re a CIO or CTO interested in green data centers, you could go to TreeHugger.com, but maybe once a month they talk about that,” Deshpande However, he notes, Verne Global’s site is the only place you need to go for as a research portal into such a niche market — effectively straddling the tightrope between branded microsite and industry publication.
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