Why Upworthy Is Ditching Aggregation For Original Content – And Why Brands Should Too
Gaining the attention of your audience out of the glut of digital content hitting them daily is becoming more complex than ever. One problem is that the means to that content is restricted to a few very large players. Think Google Search, Facebook and Twitter. This interesting article from Contently’s Amanda Walgrove shows the effect a change by one of the large channel players had on Upworthy, a company that relied heavily on Facebook to drive traffic. As they have found, writing your own engaging content rather than curating others is the only way to control your own web-traffic destiny: