Now that we’re a few months into Percolating we’re starting to see some of our brand partnerships come to life. Back in August it was Counterparties with Reuters and this time it’s the redesigned Healthymagination site with GE.
What’s extra exciting about this is that it’s the first really good example of Stock and Flow, which I started to explain in an AdAge article a few months ago:
Brands can learn from the best publishers on the web, like Huffington Post or Gawker/Gizmodo. These outlets combine small amounts of stock content with large amounts of flow content. The former is used to attract new audience and the latter to keep them engaged.
In this case the stock is the Longreads column: Long form posts from talented writers on topics around health. The right side, Shortreads, is the flow: Powered by Percolate, Lisa and the editorial team at GE is curating the best content from around the web, linking off to awesome content from the likes of Technology Review and New York Times. It makes for a pretty great site and we’re very excited to be involved.