HiveFire unveils web content aggregation and distribution tool Curata

To help marketers supplement their blog and website content development, marketing technology company HiveFire has released a new web content aggregation and distribution tool called Curata.

Curata integrates with any company’s website or blog, and targets marketers looking to continuously provide relevant and timely content to drive web traffic, generate leads and engage potential customers. The tool can aggregate and deliver content — in about 20 minutes a day — around specific search terms users create. The company claims it uses a natural language processing technology that automatically collects relevant web articles, blog posts and social conversations into a customer dashboard. This content can then be re-published.

While gathering web content that isn’t your own might appear to be a bit unethical, the company does include a link back to the original content with only a few lines of the actual article. This format probably works out better for the initial publisher of the content, who now receives the added traffic and SEO as well. It’s not hard to see why a tool like Curata would be attractive to marketers. The process of creating and distributing enough online content to drive web traffic and SEO can be a timely and expensive endeavor.

“The closest competition we have seen are marketers who try mashing up an aggregation tool with a blogging platform like WordPress,” the company says.  “But at the end of the day, most marketers are too busy to take on an IT project and want something turnkey.” 

Other curation tools have emerged such as Curation Station and OneSpot but are not exclusively focused on applications of curation for B2B marketing, giving Curata a leg up over more recent entrants.

Investors include Desh Deshpande, father of founder Pawan Deshpande, and Eric Swanson, who also serve on the Board. The company would not disclose its investment history. There is no venture capital funding to date.

The Cambridge, Mass. based company, founded in 2007, appears to be targeting business-to-business companies. According to its website, customers include Novell, Airvana, Metaswitch and Vectron International.