With the world awash in video, opportunities continue to emerge for publications to intelligently curate the best from around the web in order to add value to their audiences. The latest example is The Clinical Advisor, a 125,000-subscriber publication targeted to nurse practitioners and physician assistants, owned by the British giant, Haymarket Media.
At its site ClinicalAdvisor.com, a new video section, curated with Magnify.net's tools, presents both its own videos, as well as specialized videos from YouTube and elsewhere. Videos are grouped by category such as Dermatology, Geriatrics, Men's Health, etc. Within each category are news videos, expert interviews and recently posted videos. In addition, there's also a pitch to users to submit their own videos for inclusion in an "Editor's Picks" area.
Cy Caine, Haymarket's VP, Digital Product Development noted that video is fast becoming an important part of their content mix. Steve Rosenbaum, Magnify.net's CEO and founder, said that the medical vertical has been a target for the company for some time. Because high-quality health-related information is so critical, Steve believes the curation model works particularly well, as it gives ClinicalAdvisor's editorial professionals the tools to present the best, most-targeted video available from around the web. It also demonstrates the quality of video online now has risen to the point where B2B-type publications like ClinicalAdvisor are able to make use of it.
I've long been a fan of video curation and the related concept of syndication. Because the web is such a noisy, busy place, leveraging editorial skills to cull out and present the most relevant video adds meaningful value for viewers. Conversely, for content creators, exposing their video for syndication and embedding in third-party sites means more viewership, brand visibility and monetization.