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I didn’t plan to do a second review so soon and normally next on my list was Greg Bardwell’s B2B Content Engine I have been playing with a while (and it’s not bad). However, today I started testing Intigi and it’s so easy to use and at the same time full of nice features that I couldn’t resist.

You can’t compare Intigi with “open” content curation platforms for a broad audience such as Scoop.it, List.ly, Paper.li, Storify, Pinterest or – heck, even – Twitter, for instance.Content curation for business

Intigi, just like B2B Content Engine is more for professional/business use. It’s of course not as powerful as full-fledge enterprise-level content marketing software and probably not as some of the higher-end content curation platforms but I’m impressed and pricing is really OK when looking at accuracy and ease-of-use.

Intigi is not only easy to use, it also has some features that my company, a marketing consultancy, certainly can do with. And I’m sure that it’s more than fine for many larger businesses too, including some of the corporations I’m consulting. After all, content curation is less mainstream than we sometimes are made to believe. Furthermore, there is a difference between the US, for instance, and the region I’m most active in (Europe) when it boils down to content curation. Below is again an entirely neutral  and screenshot-rich review.

Setting up Intigi

Let’s start with the set-up before adding tips, thoughts and opinions. To get started (there is a free trial) you just sign up with your name, email and a password. Next, you are guided through a really easy set-up process with contextual help. Connect your Twitter account (each step can be skipped and if you don’t want to connect with Twitter you can, for instance, connect your HootSuite account afterwards). In case you used your Twitter account as I did and granted access to Intigi, you can then add more Twitter accounts or simply click ‘Next’ to continue.

Next, you’re asked to create an “interest”. To do so, give your interest a name, add keywords and – optionally – some parameters such as keywords that should be excluded. Your interest is stored in a folder, which is of course useful if you create several interests (the maximum depends on the plan you take). Per folder (they are numbered) you can add up to five interests.

Creating an interest in Intigi

Once you went through that process (honestly, the set-up and help is so obvious you can’t miss a thing), you’re practically done to see the content that is aggregated from multiple sources coming into your Intigi environment (and content discovery is of course a crucial step in the content curation process). Editing your interests is also very easy with the same contextual help and guided steps as in the set-up.

Valuing the creator: original sources first?

You can add your own RSS feeds and I advise you to do so. In the end, part of any content curation plan is that you at least know which sources put the best content out for your ‘target groups’. Unless you’re an individual curating for the pure sake of it, you have a goal and that goal is built around the mission of your brand and purpose on one hand and – most of all – the needs, wants, tasks and questions of your audience segments and/or buying personas on the other.

Adding your own sources

There’s another reason why I like to add my own feeds, which will probably not be that appreciated by some folks but it’s a personal opinion. I still have more respect for creators than for curators, in general. If no one sticks out his/her neck to create valuable content for whatever reason, there is nothing to curate. Some websites have always offered a mix of content from creators that was originally posted somewhere else and content created within their platform.

While such sites might be good for people who want to get their personal brand out there, get link love or get attention for their brand through their content (especially if they just start) and do a nice job in aggregating, I prefer to look at the original sources and give them all credit in my curation and sharing efforts than the aggregating sites.

If you create good content based on your own strengths, I prefer to send you traffic and link love directly than via a platform you have no say in. Again: my viewpoint, feel free to do what you want with it.

Getting content curated, posted and shared with Intigi

OK, back to Intigi. To add more networks and your blogging/publishing environment you can at all times click ‘Sharing’ in the main menu and next ‘Intigi Sharing’. A window appears where you can connect with different default platforms (there are more).

Connecting with different platforms in Intigi

Once you clicked a platform, you just need to allow Intigi to get access (e.g. when it concerns a social network) or fill in some data (e.g. when connecting to WordPress if you want to curate within your blog, see further). The screenshot below shows the settings you need to fill in to connect your WordPress blog. Note you can also choose to work with a widget and RSS feeds if you use WordPress but we fully integrated.

WordPress settings in Intigi

Once you are all set, you can go to the content about your topics that constantly gets updated and then click the share icon next to it in order to share via social networks or embed some content from the source in a blog post.

When you click that sharing button on the right on the content you want to curate, you can share with whatever social account you have connected.

The content stream in Intigi based on your topics and with the sharing buttons on the right

You’ll notice the Intigi option on top. That’s where you click if you want to share our content via your own blog or queue it for another platform. On top of WordPress (as in my case), Initigi also enables curating content on other content management platforms (and WordPress is really becoming a CMS instead of “just” a blogging platform).

Sharing content options

Support is provided for Adobe’s Business Catalyst and the – really not bad – ExpressionEngine platform that is used by quite some large blogs and sites I’ve been working with. Blogger is supported too and if needed Intigi has an API and the team also can build custom integrations (think mobile apps, for instance).

When you click the icon for your blog (in my case a self-hosted WordPress environment) a window opens, pre-filled with information from the source you want to curate and a WYSIWYG editor allowing you to change title, content, images or adding whatever you want.

You can then queue the post or immediately include it in a blog post (after the necessary additions, changes, context, etc.).

Editing the content you want to curate via your blog

This is where my main – personal issue arises. I like to work with so-called custom post types and get the curated content out of the main stream of my blog, as an add-on. That’s not possible right now with Intigi. But I guess that with some personalization using the API or calling upon the team, it can be solved.

You can also define to what category your curated content is assigned in your WordPress blog setting (in our case simply ‘Curated content’).However, in practice you will probably use another category once the content is curated, depending on how much context you provide. Take the example of a presentation, for instance. If you see an interesting presentation on slideshare showing up in the stream of content regarding your topic(s) of interest within Intigi, chance is you will want to summarize the key findings in a blog post including the curated slideshare instead of just adding it to your blog and maybe you have another category for that.

Using content curation platforms: don’t forget the personal and contextual element

The result of a curated blog post can be seen here: ‘Joe Pulizzi: 2 methods for getting content marketing buy-in‘. Note that I changed the title, added an image of my own, added an introduction and more. In fact, the curated part in this particular blog post starts with the word “Sometimes” and end with contentmarketinginstitute.com.

For me, and this is again very personal, content curation makes no sense if you don’t provide some context and manually select, comment and, well, work on it. It shouldn’t replace creating in my view or be an excuse for a lack of content resources.

It’s an addition to creation and in a sense you create by providing context to the curated content and the act of curating for YOUR audience as such.

What else is there? Obviously a bookmarklet, analytics (using Bitly), the possibility to set your publishing queue, as said the possibility to share to RSS feeds (in all plans), the possibility to build your own customized sharing templates (in some plans) and collaboration features (just in the Enterprise plan).

Social discovery and conclusion

Intigi is in a sense a social discovery and community tool too, allowing you to connect with other people sharing your interests. It shows the tweets it has found for each piece of content. When clicking them, you see the profiles of the Twitter users and interact with them or check their profiles. As you are connected with your own Twitter account, this makes it also very interesting to keep growing a – targeted – following of people sharing your interest.

Social discovery and interaction with your content sources

Intigi also enables you to define how the topics you want to see content for, appear and are selected, based on a set of parameters. You can set a timeframe within which the content has been posted or last shared, rank on popularity or relevance, define a minimum word count, which multimedia content should be present (video, images,…) and much more. Combined with the use of several keywords per topic that offers quite some possibilities.

Defining the settings of your topics

Finally, note that you can not only share content from within the Intigi dashboard or using a bookmarklet. When viewing the content you consider sharing and/or curating by clicking it from within Intigi, the content shows with a toolbar on top, enabling you to directly do anything Intigi allows while viewing the content.

Using the Intigi functions from within the content you view

The verdict? I’m sold. Although there are so many more content marketing tools out there – and as promised we’ll review more – this content curation platform serves my needs. So, if we can solve some of the personal issues I’m a paying customer and add it to my – far too large – toolset for some time.

Is it fit for you and your goals and customers? I have no idea as it ALWAYS depends, so take the free test drive via Intigi’s homepage. And stay tuned for more reviews – of enterprise level solutions as well – of both content marketing and content curation platforms (although we’ll turn down the review volume a bit down, it does take quite some time and we need to live as well).

Let me know what you think and do criticize me if you don’t agree with some of the opinions on curation and creation I voiced.