What should publishers do about embedded content?

Twitter preview of blog post

Embedly is an incredible technology that converts links into embedded content. The screenshot above shows how Embedly’s Parrotfish plugin (for Safari, Chrome and Firefox) works with Twitter.com to convert a shortened URL into an actual excerpt from the content on that page.

Storify and other so-called curation tools (see my What is curation storify) use Embedly, so I’m very excited about this and any other embedding technology, but I wonder how¬†publishers who rely on on-site display advertising feel about tools that basically allow people to view some or all of their content without actually visiting their site.

What should publishers do about embedded content? Here are some crazy ideas.

  • Accept that people get content in new ways that don’t involve visits to your site.
  • Thank Embedly for building attribution, with links, into its API.
  • Understand how to leverage embedded content to build your brand(s).
  • Embed advertisements directly into your content.
  • Figure out other ways to generate revenue.

2 thoughts on “What should publishers do about embedded content?

  1. Hey Kevin, It's nice to see that you're loving Embedly and Parrotfish as much as I am. I like how I showed up in that screenshot too :)
    I didn't realize Parrotfish was available for Firefox too, that will make lots of my readers happy to know.
    Here's the link to my post on the Embedly plugin for WordPress as promised last time we talked http://basicblogtips.com/embedly-plugin-video-tut
    So far tools like Parrotfish are reserved to Power-Twitter-Users so I'm not too sure that publishers will see a significant decline in display ad incomes any time soon.

    • Thank you Ileane, for sharing the link to your post. It's good to see that you're still enjoying the technology three whole months after you wrote that. You're absolutely right about Parrotfish being used by power users at this time. If embedly continues to play its cards right, I wouldn't be surprised to see it integrated into more mainstream systems in the near future.

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