The Intersection of Aggregator Strategies and the New Learning Economy

The Intersection of Aggregator Strategies and the New Learning Economy

Introduction:

In recent years, two significant trends have emerged in the business and education sectors: aggregator strategies and the new learning economy. Aggregators, exemplified by successful companies like The Athletic, have revolutionized content creation and distribution. On the other hand, the education industry has witnessed a transformation due to the pandemic and the increasing need for lifelong learning. In this article, we will explore the commonalities between these two trends and uncover actionable advice for businesses and startups to thrive in this evolving landscape.

Aggregator Strategies for Integrators:

The Athletic, founded by former colleagues at Strava, serves as a prime example of an integrator utilizing aggregator strategies. With a focus on sports content, The Athletic employs a team of full-time journalists to create high-quality articles, schedules, and statistics. By organizing their content around specific team pages, The Athletic caters to strong user intents such as game schedules, player updates, and recent game analysis. This approach highlights the importance of treating a website as a product rather than a marketing property to maximize its potential for aggregation.

Identifying Potential for Aggregation:

Not all companies can adopt an SEO aggregator strategy, so it becomes crucial to assess the potential for aggregation within a website. Three types of supply for SEO aggregation include user-generated content (UGC), inventory, and programmatic landing pages. UGC platforms, such as G2 or Airbnb, facilitate the exchange of reviews and templates, but they must align with user intent and context. Meanwhile, products that generate entities, like directories, can leverage their inventory for aggregation. Programmatic landing pages, created with keyword permutations, offer another avenue for aggregation. By understanding the nature of supply within a website, businesses can determine their potential for aggregation.

Integrating Aggregation into the Product:

To successfully implement aggregation strategies, businesses must adopt a product-focused approach. By analyzing the user journey and identifying opportunities to make entities public, companies can enhance the overall user experience. Additionally, considering the potential for user-generated entities and exploring integrations or platform capabilities can further optimize the aggregation process. Keyword search volume serves as a crucial factor in determining the viability of aggregation. By shifting from marketing to product thinking, builders can ensure their strategies align with user needs, business growth, and provide a superior experience.

The New Learning Economy:

Education, a trillion-dollar industry in the U.S., has undergone significant shifts accelerated by the pandemic. As math and reading levels decline, teacher shortages reach crisis levels, and the limitations of the current education system become evident. The government's infusion of funds, such as the Elementary and Secondary School Emergency Relief funds (ESSER funds), presents an unparalleled economic opportunity for early-stage companies in education. With billions of dollars allocated to schools, startups stand to benefit by offering innovative solutions to address the shortcomings of traditional education.

Opportunities in Technological Adoption and Lifelong Learning:

Technological adoption in education has experienced significant growth in the past two years. Lifelong learning has become essential as the workplace demands continuous adaptation to new tools and technologies. As teacher shortages persist, schools are seeking third-party solutions to supplement their resources. Furthermore, many college graduates find that their education did not adequately prepare them for their first jobs, leading to a rise in supplemental learning outside of traditional universities. The pandemic has also highlighted the role of parents as educators, creating opportunities for educational content and resources curated by them.

Conclusion: Shifting to Product Thinking in Education and Business:

In conclusion, both aggregator strategies and the new learning economy present unique opportunities for businesses and startups. To thrive in these evolving landscapes, it is essential to prioritize product value, business feasibility, and user experience. For businesses, the integration of aggregation into the product, careful consideration of supply potential, and keyword search volume analysis are crucial. In the education sector, technological adoption, lifelong learning, and addressing the limitations of traditional education are key areas to focus on. By embracing the need for continuous learning and adaptation, businesses and educational institutions can unlock their full potential and make a significant impact in their respective industries.

Actionable Advice:

• 1. Conduct a thorough analysis of your website or product to identify the potential for aggregation. Consider user-generated content, inventory, and programmatic landing pages as possible avenues for aggregation.

• 2. Shift from a marketing mindset to a product-focused approach. Map out the user journey, identify opportunities to make entities public, and explore integrations or platform capabilities to enhance the user experience.

• 3. Embrace the opportunities presented by the new learning economy. Develop innovative solutions for lifelong learning, address the shortcomings of traditional education, and cater to the growing demand for supplemental learning outside of traditional universities.