The Huffington Post – scorned as a lowly content aggregator, yet admired for the traffic it pulls – is moving into helping brands become content creators themselves.
According toAd Age, AOL-owned Huffington Post is talking to ad agencies and marketers about helping them build websites for brands and creating, curating and distributing content to consumers.
More and more brands are looking to become publishers themselves, and with HuffPo's "social savvy", SEO and analytic capabilities behind them, partnership is an attractive prospect for some.
"The theme in the marketplace is brands are increasingly recognizing that they are in the business of producing content," said Janet Balis, senior VP for sales strategy, marketing and partnerships for AOL Advertising.
For one brand it's working with, HuffPo staff will both create new content for its site and curate some of its own relevant, existing content.
Creative agency Razorfish is also said to be in talks with the HuffPo and would probably look to license a version of the publishing platform in order to run its own site.
As Ad Age points out, many publishers incorporate some sort of sponsored content into their own media sites, but powering content for brands elsewhere around the web is rare.