Tynt tracer for websites: editorial, usability & marketing benefits

Posted on: July 24, 2009


I still have occasional conversations about ‘people coming to our website’ and ‘stealing our content’. The web’s facilitation of sharing and interactivity continues to rub up against traditional business and intellectual property rights models – and those who cling onto their familiarity.

The newly launched Tynt tracer is so simple it’s suprising it hasn’t been done before: it automatically adds attribution text whenever someone copies and pastes from a participating website. Although the copier can delete this if they wish, this turns the vulnerability of having work copied into a much better chance of being credited for great content.

“You put a lot of effort into creating interesting content for your site. And when someone copies and pastes it into their blog or website, you should know about it.

Each time users highlight or copy/paste content from your site, we record that user action and the copied content giving you unique insight into how users engage with your site. You learn exactly what content users are interested in. Page Views and Time Spent on Site are only part of the engagement story – when a user is moved to take action on your site, you know they are impacted by that content.”

This has a few benefits:

  • Editorial
    • Depending on a website’s goals, editors can make future content decisions based on what is most engaged with (tynt claim there is often a disparity between content that is most viewed and that which people most interact with).
    • Editors can revise how content is displayed depending on the goals you have for your website- based on what tynt reports. For example if pages that have sub-headings and paragraphs do better than those with video or lists of tips they could increase that type of content layout.
    • From the other side: When creating content – if including copied text from a site that has implemented tracer, time is saved because it means the editor doesn’t have to go back for the link.
  • Usability
    • Usability gurus can compare the different sections and pages of a website people are interacting with – replicating what is working and revising what isn’t.
  • Marketing
    • When someone copies text from a website they will be encouraged to use the appropriate attribution – this will be good for driving traffic back to it and for its Search Engine Optimisation.

Read more:

Tynt and Creative Commons: Tracking Content for Good
Who is Copying and Pasting Your CC Content? Discover More With Tynt’s Tracer Tool

(Unfortunately I cannot test out the tracer myself on a WordPress hosted WordPress blog. grrr.)


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