Content discovery: The new Holy Grail of PR and marketing

Many social media platforms are introducing new tools that give users a filtered look at news and current events. Brands can take advantage, too.

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Big name digital properties have been making a lot of moves lately to make it easier for their users to discover great content. On the brand side, we spend a lot of time thinking about being discovered, but we’re largely ignoring the opportunity to be a source of content discovery ourselves.

What would it mean to reputations and loyalty if customers knew that paying attention to us would reveal the kind of content they crave, the same way following Facebook or Twitter helps us unearth entertaining, useful, high-value articles, reports, videos, and graphics?

We already know that customers place a premium on the ability to find great content. A year-old study, for instance, found that a key reason Millennials use social media is for content discovery.

It’s a given that brands need to create shareable content more than they need to create a lot of content. That’s only half the equation, though. Reviewing some of the latest innovations from top social properties raises a question for organizations:

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