Aggregators: The A in the ABC of Marketing

What are aggregators and why are they important for businesses?

Content aggregators allow businesses to up their marketing game.

What is an aggregator website?

Aggregator websites, also known as “content aggregators”, or simply “aggregators” are collections of data from other sources on the internet. This data contains key information about any topic of choice, and is typically presented in a well-curated manner so that any internet user can use the aggregator to learn more about said topic.

Information found on aggregators is usually put together based on a keyword or a group of related keywords. Content aggregators properly cite information that comes from other sources.

What kind of content can be found in aggregators? They can include all types of content, from articles to social media posts and images to videos.

Examples of popular aggregator websites

• Google News shows users top new stories based on their physical location as well as their search history and interests. Users can scroll through news updates related to the topics that interest them most. 

• Rotten Tomatoes groups together movie and TV series reviews from different websites so that users can check out various ratings all in one convenient location. 

• Travel Blogger Community is a content aggregator that provides curated blog content from different travel bloggers all over the globe. 

In the context of higher education, content aggregators typically help internet users find out more about universities, available degrees, scholarship opportunities, student experience reviews, and more. Higher education aggregators usually focus on a particular region within the globe.

• Examples of English language higher education aggregators include content aggregators such as startuniversity.com (USA), onlinemasters.co.uk (UK), and onlineprogrammes.co.za (South Africa). 

• Spanish language aggregators include universidadesdemexico.mx (Mexico), carrerasuniversitarias.pe (Peru), and carrerasuniversitarias.com.co (Colombia).

How do aggregators serve businesses?

Content aggregators' point is to put together high-quality online content. Thanks to content aggregators', businesses have the opportunity to increase marketing capabilities by providing convenient information quickly and easily to their target market. They also allow them to begin to establish positive relationships with potential customers. To put it in another way, content aggregation can help increase your businesses’ overall brand awareness.

Two great ways to expose your business' content to the right populations are creating your own content aggregator site or figuring out how to be featured on an aggregator.