• by Tyler Loechner  @mp_tyler, July 30, 2013

Kontera, a content marketing platform, today added a self-serve content discovery tool to their platform to help their users sift through big data. Content marketing is the process of engaging with potential new consumers in hopes of acquiring them. Ammiel Kamon, Kontera's executive vice president, marketing and mobile, gave RTM Daily a demo of the new tool last week to show how it works and how it can help content marketers.

Kamon talked about "agile" marketing, and described it as requiring marketers to be "much more nimble, sometimes in real-time. [And] there's obviously the social engagement." He believes that today's content marketers need to be agile. "The whole notion of content marketing, as well as social and real-time, these are things that are driving being agile in marketing organizations," he said.

The below image came from one of the slides Kamon showed RTM Daily, and it highlights the need for a content discovery tool.

Those figures help show the size of big data. With over 1.4 billion tweets and 550 terabytes of videos viewed every day (both of which are figures that are hard to fully comprehend), there's definitely enough consumer information out there to find untapped customers.

The company's selling point on their new tool is that it puts the sifted big data results on one page, and that marketers looking for what matters to their untapped consumers no longer have to attempt aggregating relevant trends on the Internet themselves. The result is a clean, easy to understand interface that has everything one would expect it to have but not much more.

The tool finds content from the previous 24-hour period (or three days, or one week, or several other set time frames), but the smallest time frame it can isolate is 24 hours. For example, the previous hour's data is included in the snapshot, but it can't be viewed separately. The tool also uses search features that operate with the basic (and beloved) Boolean functions ("Find X AND Y").

With big data actually being so big, it's only logical for a content marketing platform to be equipped with a content discovery tool. The actual tech behind Kontera's new tool doesn't appear to be anything groundbreaking, but anything that helps a marketer make big data work for them is a bonus for the whole ecosystem.