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 fairlysimple:
- Users enter a URL to BO.LT
- BO.LT’s delivery network copies the page, creating a duplicate on BO.LT’s servers and assigning a short URL to the copy
- Users edit the copied page using the BO.LT visual editor to replace images, change text or make whatever edits they desire
- Share the modified page
BO.LT copy URL
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, whichthe company refers to as BO.LTing. BO.LT tracks analytics for all of the pages auser modifies and provides real-time statistics on each so that marketers canknow how they perform.
CMSWire spoke with BO.LT co-founders, Jamie and Matthew Roche, regarding thenew 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 modifycontent on a web page that has an incorrect image or a broken link withoutengaging the IT department. This is reasonable. The co-founders see BO.LT as atool 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? Accordingto BO.LT representatives,
The service frees marketers from traditional constraints of a site and givesthem the liberty to optimize advertising and social media sharing with pagesthat 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 beable to grab content that looks identical to approved content and, with noapproval, share it with the world? Enterprises need to answer this question nowthat BO.LT has unveiled this page-sharing concept.
The ability to edit pages is cool, but because a service similar toBO.LT hasn’t existed previously, it is likely new copyright concerns will beexpressed from authors. Matthew and Jamie believe issues will be minimalbecause the BO.LTed pages retain ads and analytics tracking and are identifiableas copies. The company said that content owners will need to make their owndecisions if content reach or ownership is the more important concern.