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After almost a year in private beta, BO.LT, a new page-sharing service, launches today. What’s a page-sharing service? Isn’t that what a hyperlink is for? Can’t we already share everything with those handy sharing buttons that are on almost every website? Calm down. We have answers.

BO.LT, the UnContent Management

BO.LT allows anyone to copy, edit and share almost any web page -- not a link, but an entire replication of the content. The concept of the service is fairly simple:

  1. Users enter a URL to BO.LT
  2. BO.LT’s delivery network copies the page, creating a duplicate on BO.LT’s servers and assigning a short URL to the copy
  3. Users edit the copied page using the BO.LT visual editor to replace images, change text or make whatever edits they desire
  4. Share the modified page

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BO.LT copy URL

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Editing a BO.LT page

Just like bit.ly is for link sharing and Instagram is for photo sharing, BO.LT is for web page sharing, which the company refers to as BO.LTing. BO.LT tracks analytics for all of the pages a user modifies and provides real-time statistics on each so that marketers can know how they perform.

CMSWire spoke with BO.LT co-founders, Jamie and Matthew Roche, regarding the new service, how they envisioned it being used and legal implications such as copyrights -- a consummate issue with content aggregation.

An obvious use for BO.LT is for a non-technical user to modify content on a web page that has an incorrect image or a broken link without engaging the IT department. This is reasonable. The co-founders see BO.LT as a tool that can be used to create optimized targeted content that can be shared with the world. It sounds convenient, but is it a good thing? According to BO.LT representatives,

The service frees marketers from traditional constraints of a site and gives them the liberty to optimize advertising and social media sharing with pages that reinforce their offers, branding and messaging."

If an organization has invested in implementing an ECM or CMS system or, alternatively, has governance processes in place around content, should users be able to grab content that looks identical to approved content and, with no approval, share it with the world? Enterprises need to answer this question now that BO.LT has unveiled this page-sharing concept.

The ability to edit pages is cool, but because a service similar to BO.LT hasn’t existed previously, it is likely new copyright concerns will be expressed from authors. Matthew and Jamie believe issues will be minimal because the BO.LTed pages retain ads and analytics tracking and are identifiable as copies. The company said that content owners will need to make their own decisions if content reach or ownership is the more important concern.