The Content Aggregator Guide for 2023: Expand Your Reach and Grow Your Audience

As a marketer in 2023, you can‘t afford to overlook the power of content aggregators. These tools, which automatically collect and distribute content from various online sources into one convenient location, offer immense potential for getting your brand‘s content in front of fresh eyes and cultivating new relationships.

In this comprehensive guide, we‘ll equip you with everything you need to make content aggregation a core part of your marketing strategy this year and beyond. Discover the benefits of aggregators, how to choose the right platforms for your business, and proven best practices for maximizing your results. Plus, get an inside look at the top content aggregator tools to leverage in 2023.

The Benefits of Content Aggregators for Marketers

Leveraging content aggregators opens up a world of opportunities to expand your reach as a marketer. By getting your content featured on relevant, high-quality aggregator sites, you can tap into entirely new audience segments who might never encounter your brand otherwise.

Consider these eye-opening statistics:

  • Appearing on popular aggregators can boost content views by up to 2,000%. (Source)
  • News aggregator Flipboard has over 145 million monthly active users. (Source)
  • Feedly, a leading RSS feed aggregator, has more than 15 million users and has aggregated over 1 billion articles. (Source)

But the benefits go beyond just increasing eyeballs on your content. Aggregators also provide powerful opportunities to:

  • Establish thought leadership: Being featured alongside other respected voices in your industry positions your brand as an authority.
  • Generate engagement: Most aggregators allow users to like, comment on, and share the content they discover, sparking valuable conversations.
  • Drive targeted referral traffic: Aggregators typically attract users searching for specific topics and types of content. If your content gets featured, you‘ll draw in visitors who are inherently interested in what you offer.

Ultimately, content aggregators function as a megaphone for your brand voice, allowing you to be heard – and build relationships – with high-value audiences you may be struggling to reach through other channels.

How to Choose the Right Content Aggregators

Not all content aggregators are created equal. To get the most out of this tactic, you need to zero in on the platforms that align with your unique goals, audience, and content mix. Follow this step-by-step checklist to select your ideal aggregators:

  1. Define your objectives: Are you primarily looking to drive website traffic, generate leads, grow your social following, or position your brand as a thought leader? Gain clarity on your aggregation goals.

  2. Know your audience: Where do your target customers spend time online? What kinds of content do they crave? Seek out aggregators popular with your specific buyer personas.

  3. Assess editorial quality: Aim to be featured alongside content that‘s relevant, credible, and high-caliber. Evaluate the content and sources each aggregator typically highlights.

  4. Understand submission policies: Some aggregators pull in content automatically via RSS feeds, while others rely on manual submissions or editorial curation. Determine how to maximize your chances of being featured on your target platforms.

  5. Check metrics and costs: Particularly for aggregators that charge a submission or placement fee, dig into performance metrics to gauge potential ROI. Traffic, engagement, and domain authority data can help you predict results.

Consider these real-world examples of brands strategically selecting aggregators:

  • HubSpot, a leading marketing software company, saw a 15% increase in leads after being featured on the B2B marketing aggregator (Source)
  • Rip Curl, a surf apparel brand, used the Taggbox social media aggregator to create a dynamic, shoppable gallery of user-generated Instagram content on its ecommerce site, boosting conversions by 17%. (Source)

Best Practices for Content Aggregator Success

Once you‘ve identified the right aggregators for your brand, it‘s time to put your plan into action. Keep these tips top of mind to maximize your content aggregation results:

  • Prioritize your best content: Aggregators are selective. To boost your chances of being featured, put forward your most compelling, valuable content.
  • Optimize for each platform: Understand what types of headlines, visuals, and content formats perform best on your target aggregators and package your content accordingly.
  • Engage with aggregator communities: Many aggregators have vibrant communities where users discuss the curated content. Join the conversation to build rapport and gain insights.
  • Promote your aggregated content: When your content gets picked up by an aggregator, amplify it through your other channels to drive even more engagement.
  • Track and refine: Use UTM parameters and analytics tools to understand which aggregators drive the highest-value traffic and engagement. Double down on your top performers.

To illustrate these best practices in action, consider the content marketing strategy at online visibility management platform Semrush. The company‘s Director of Content, Olga Andrienko, used content aggregators to grow the brand‘s organic traffic from 500K to over 4 million monthly visitors.

How did they do it? First, the team focused on creating standout content tailored to their priority aggregators‘ editorial preferences, like data-driven studies and ultimate guides.

Next, they built relationships with aggregator editors, regularly submitting their best content for consideration. Finally, they relentlessly tracked every placement, adjusting their approach based on performance data. (Source)

The Top Content Aggregation Tools for 2023

Ready to harness the power of aggregators this year? Start with these leading platforms:


Flipboard is a wildly popular news and content discovery app that curates articles, videos, podcasts, and more into visually appealing digital "magazines." With over 145 million monthly users, it‘s a prime opportunity to get your content in front of engaged audiences.

Stand-out features:

  • Ability to create and curate your own magazines to showcase your best content
  • "Flip" button to easily add content to magazines and boost visibility
  • Detailed audience analytics to track reach and engagement


Feedly is a powerful RSS feed aggregator that helps users stay up-to-date with their favorite content sources. It offers both free and paid plans, making it accessible for businesses of all sizes.

Stand-out features:

  • Leo AI tool that analyzes your feeds and highlights the most relevant content
  • Seamless integrations with over 1,500 apps and services
  • Team collaboration features for streamlined content curation and distribution


AllTop is a multi-topic content aggregator that organizes the day‘s top stories and blog posts into category-specific feeds. Getting featured on AllTop can drive significant traffic and establish your brand as a go-to source in your industry.

Stand-out features:

  • Submission process for potentially getting your RSS feed featured on the site
  • Option to create a customized MyAllTop page with your favorite feeds
  • High domain authority of 73, indicating strong potential for referral traffic (Source)

The Future of Content Aggregation

As we look ahead, content aggregation is poised to become an even more essential part of the marketer‘s toolkit. Several key trends and predictions are shaping the future of this tactic:

The rise of personalization: Mainstream aggregators will increasingly leverage AI, machine learning, and behavioral data to deliver hyper-personalized content recommendations at scale. For marketers, understanding the algorithms behind these platforms will be crucial.

More multimedia, less text: As user preferences evolve, aggregators will prioritize highly visual, engaging content formats like short-form video, interactive experiences, and data visualizations. Marketers will need to adapt their content strategies accordingly.

Aggregation meets social: Expect to see aggregators roll out more community-centric features, like user profiles, commenting, content sharing, and direct messaging. Savvy brands will cultivate active presences on these platforms, building relationships directly with audiences.

Closing Thoughts

In the fast-moving world of digital marketing, content aggregators offer an often-overlooked avenue for stretching your content‘s mileage and connecting with valuable new audiences. By understanding the benefits of aggregation, choosing the right platforms, and following proven best practices, you can make this tactic a central pillar of your growth strategy in 2023.

Remember, success with aggregators starts with creating truly top-notch content that deserves to be amplified. Focus on crafting authoritative, relevant, engaging pieces that will grab aggregator editors‘ and audiences‘ attention.

From there, it‘s all about consistency and iteration. Regularly submit your best work, engage with the communities around your featured content, and relentlessly measure and optimize your performance. Over time, you‘ll build powerful relationships with your target aggregators and position your brand as the go-to expert in your space.

Is content aggregation the only marketing tactic you need in 2023? Certainly not. But when integrated with your other key channels – your website, email, social, paid campaigns, and beyond – it can seriously uplevel your audience growth and engagement.

So go forth and aggregate! With the insights and tools outlined in this guide, you‘re well on your way to content aggregation domination in the year ahead.