Content Tool Keywee Promises Unprecedented Audience Targeting
The notion that the absolute best content will always get noticed without needing any promotion is slowly fading away. While valuable content will always beat out content of low quality, the sheer amount of content being published every day gives even the best pieces little chance of getting noticed on their own.
As a result, paid strategies such as Facebook post boosting and content discovery platforms have gained popularity by promising to get your content in front of the right people. Now, a new content tool known as Keywee promises to do it better.
Keywee Uses Big Data To Reach The Best Audience
Keywee's services fall somewhere between cutting-edge internet advertising technology and content discovery platforms such as Taboola and Outbrain. Those tools allow brands to pay to have links to their content displayed on high-traffic sites under headings such as "Recommended For You" and "From Around the Web." While tools such as Taboola do indeed have targeting capabilities that promise to get your content in front of audiences who are most likely to click-through to your site, Keywee takes the idea a step father by widening the scope of potential publishers.
For starters, Keywee will scan your content using natural language processing to gain an understanding of what your content is about. At the same time, it analyzes data from user profiles to determine readers who are most likely to engage with your content. Then, it automatically creates paid posts for a variety of platforms such as Facebook, Yahoo and Reddit to present your content to people they've determined are most likely to click it. Keywee also creates many different versions of each post to optimize targeting and hone in on the best ways to reach your desired audience.
Why Is This Important Now?
With all the new content marketing technology being produced, why is Keywee getting so much attention? Well, this week it was reported that Keywee raised $9.1 million in it's first round of funding with notable backers such as Google chairman Eric Schmidt. It already calls the New York Times both an investor and a client, promising to get more clicks for the Times through Facebook.
The bottom line, of course, is whether or not Keywee will be useful to marketers and, ultimately, to users who click on the recommended content. It seems as though Keywee could be an improvement upon services like Taboola and Outbrain due to its use of data to target and its variety of publishing platforms (it plans to add Twitter, LinkedIn and more this year). With the amount of content on the internet reaching insane levels in the next few years, marketers will definitely appreciate technology that helps get content in front of people who may never see it otherwise. At the same time, users are getting more and more wary of sponsored content and native advertising, so it's anybody's guess as to how long strategies like this will remain effective (or affordable).
What do you think? Is technology like Keywee the next big thing in content marketing? Or do platforms like this still have too much of a clickbait problem to be useful for readers?