Content-maker BlueGlass launches new tool for online publishers

Online marketing company BlueGlass Interactive has released a content creation tool for publishers that it hopes will put it in direct competition with powerhouse online content provider Demand Media, without any of the negativity that Demand has attracted because of accusations it runs “content mills.”

CopyPress, as the new tool is called, lets clients pick content made by teams working for BlueGlass. The company promises that the content it produces will have a strong SEO emphasis that will rank competitively on search results. “The platform allows any Web site or domain owner to turn a property into a scalable publishing solution,” BlueGlass said in a release. “Users work within a simple, customized interface and with five simple steps can download and publish content directly to their sites.”

On the surface, the new tool sounds similar to the apparatus used at Demand Media. Many have criticized that business model because the nearly 4,000 pieces of content produced by Demand each day have reportedly had a harmful effect on content quality. The semi-automated nature of content selection has been criticized as well.

The folks at BlueGlass, however, are quick to separate their tool from Demand’s product. “In contrast to Demand, we are not a publisher. But our platform truly allows any publisher the ability to compete with Demand (or anyone),” said Winfield. “We have a self service system that allows more customization on ordering. Our content is edited before delivery. This extra step assures quality … Nobody else can offer this or offer the quality that we can produce.” Winfield also said CopyPress would include a WordPress plug-in, and a tracking system for writers.

“Content is not sexy, but it’s a necessity on the web,” said Dave Snyder, senior vice president of product development at BlueGlass. “Our writers are getting paid relatively close to what Demand pays. But as they progress in our system, they have the ability to get paid as much as custom content providers or freelance copywriters. We really focus on the community of our writers more than Demand. We try to listen to them and focus on staying profitable while keeping the community happy.” BlueGlass has 500 writers in its community at this time, while Demand Media has more than 10,000.

It should be mentioned that Demand Media’s business has met with huge success and has seen robust venture capital investment. It has taken the first step towards an initial public offering. Demand’s S-1 filing in August revealed details of the company’s business — semi-automated content production with an eye towards capturing users searching for popular topics online, with sites like eHow and Livestrong in its portfolio. There are also signs that Demand is moving higher up the content food chain by fostering content partnerships with respected brands like USA Today and Hearst.

BlueGlass is a self-funded firm started in June 2010 by some of the brainiest personalities in the fields of social media and SEO, including Winfield, Snyder, Greg Boser, Brent Csutoras, Danielle Winfield and Jordan Kasteler. The company is based in Tampa, FL.