At some point, Tal figured that instead of trying to force people to stay on a certain page, he would like to check the ability to actually allow them to leave.
“So, how would their content provider allow them to leave? It goes back to looking at the timeline of users. So, from my point of view, there’s the stage where you identify a content that you want to know what’s written there. Then there’s the decision making where usually you don’t want to read. So, we came out with the idea of let’s take the content and just put on the concept of sending it to my smartphone.
What we have to do in order to send it to your smartphone, is have an audio version of that. And our philosophy is not putting an older version of all of the content, it’s about summaries of the content. So, our structure of content in Summurai is all about what we call micro-podcast. It’s three to four-minute items, which are summary of a source of content. It could be an external content or others and it could be your own. So, one point of it would be to play some kind of a player in your blog and offer the audience to send it to their smartphone. Whenever they bump into content and what happens when they click on it is that I ask to give me your email. And then basically what we have is lead generation, which works with the way people think and not trying to get them before they leave.
So, if you’ll think of all the popups that pop out while I’m moving my mouse towards the X button, they basically say, ‘I see that you’re going to leave. Please don’t.’ And my strategy talks about let’s help you leave. I know that you want to leave. I want to offer you a better way of leaving with knowing the information is going to wait for you on your car or whatever.
Giving you the value that you expect instead of trying to fight against what you’re trying to achieve. The basic concept of Summurai talks about creating audio summaries for only content, so from the other point of view, what we do is offer brands the ability to, instead of creating their content, we offer them the ability to share summaries of other content online. Of course legally, what we do is create the legal summary of the content and we offer the ability to create boards of content, which are summaries of relevant content written by others, by giving them the full credit and so on.
By basically finding the best content online and giving it to our audience instead of trying to create it on our own. Because if you look at content creation in the world, I would say that a big amount of marketing teams don’t really the ability to create good content. They create content for SCO. They create content from bloggers who get keywords right on … Usually, if you’ll give that content to professionals they will say that this content is not very high quality. So, instead of writing content, we offer the ability to create content and then share it with the audience because it’s good.
What we try to do is kind of clean the mess of bad content being created for search engines and give much high rank to good content because we help to share it and give the original writer the credibility of being the author of that.”