Content Malls

Robert Scoble posted an interesting analogy about content networks comparing them to content malls, and to be fair, it’s not a bad analogy at all.

I would take the analogy a step farther. Some content networks are indeed content malls. The bloggers are not paid well, the “stores” feel like chain stores, and there’s so many people (commenters) crammed in that no one gets the love they need. Another face, another name, ignored.

Other content networks are like outlet centers. At outlet centers, there’s more space for readers to stretch their arms, really unique stores that you don’t find elsewhere and shoppers tend to get more for their money. I remember a few years ago, taking a trip down to Ocean City, MD for a long weekend away and stopping at some outlets just to discover the Rocky Mountain Chocolate Factory. You don’t find those places in the mall.

Likewise, many content malls tend to crank out sites that get great SERPs but perhaps not as loyal a reader base. I’ll admit that some of our sites at b5media fall into this category, and so we need to do a better job of evaluating the nature of a website and judging the strengths, ability to monetize and at the same time evaluate what the potential readership is.

In the Tech channel, for instance, I have had a great many pitches since I posted about looking for tech bloggers. When these pitches come in, I have to evaluate the need and potential of a site, determine if we cover the niche in some way on another blog and ascertain what is going to have the best network performance. At one point, we simply built out and filled the ranks - a strategy that was effective in our growth and our ability to leverage ad dollars. However, now we look to build up and enhance the verticals and not every blog that comes our way is one that will suit the high-end shoppers looking to reach into the network.

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About the Author: Aaron Brazell is the lead editor of Technosailor.com and a social media expert. His passion is to see companies and individuals use the internet and web technologies wisely and effectively to promote their brands and companies. He served as Director of Technology at b5media from 2005-2008 and is currently an independent consultant.