A content aggregator is a platform that collects information from multiple online sources, pulls it and displays it in one central location, such as a mobile app or website. It is the digital equivalent of an Internet newsstand that only stocks the magazines you actually care about. For an SME, having your content in aggregator platforms is all about being available in more places without investing too much of an effort. By allowing these aggregators to pull your content and display it on their platforms, you will be able to tap into their audience and bring them back to your website.
It works through the principle of curation as a service. The mechanics involve using RSS feeds, APIs, or manual selection to gather news, articles, and data relevant to a specific niche. Instead of forcing the audience to visit twenty different websites to stay informed, these aggregators will encourage them to visit just one website. And, your content shall be there as part of other similar content.
One good example here is Newswav or Lumi News in Malaysia. These aggregators don't employ thousands of journalists to write original stories. Instead, they aggregate the top headlines from local publishers, blogs, websites like yours and international publishing outlets into a single feed. Similarly, global giants like Google News and Flipboard use algorithms to learn your interests and present a personalised magazine of content. They provide value not by creating the news, but by making it discoverable and digestible in one place.
For a Southeast Asian business, allowing your content to be displayed in content aggregators, even on a small scale, is the fastest way to build authority and Internet traffic without a massive content team. It positions you as an expert who is in the know.
