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A Powerful Tool to Curate and Create Great Content that Google Loves

Most progressive and “cool” companies and brands have embraced social media. They created a Facebook page, a Twitter account and even have a YouTube channel.A Powerful Tool to Curate and Create Great Content that Google Loves

If they are real marketing pioneers then they may even have learned how to spell Instagram and know that “pinning” is not just something done by the grannies at the weekly sewing club.

The “geniuses” even know that “Vine” is not just something that grows in the fields of France that leads to much glass clinking, bad jokes and wild dancing.

So the power of social media has been identified to assist and even supercharge creating online brand awareness through the leverage of  “crowd marketing” that is facilitated by customers and fans sharing your content.

The smart cookies even know that unique fresh content that is popular and resides on your website can provide better search results. Key terms that people use to find your product or service may even appear on page one of Google if your content and search strategy is integrated and honed.

That is gold for any brand.

The challenges

But despite the opportunities there are many challenges.

Creating great content takes time and resources and many organisations have started the journey with enthusiasm but have given up in desperation. They drew up the plan but realised it was a Mount Everest. Blogs were designed and launched but are now desolate and haven’t seen a published post for months. Twitter accounts were started but the tweets are missing and followers are few.

This is due to many factors such as lack of inspiration, the sustained effort needed and the persistence required.

I know what discipline, skill and passion is needed. For the last four years I have painstakingly built this blog on the back of content and technology that has taken me to the teetering edge of keyboard throwing, mouse hurling and laptop launching.

But there are some solutions emerging to help in the battle of content creation and being visible amongst the universe of half a billion websites and blogs.

A solution

For the last 18 months I have been involved in a journey to find a solution to those challenges with a company called Shuttlerock.

It provides a powerful easy to use platform that helps you easily create content that keeps your website and blog fresh, relevant and engaging. It enables your customers, supporters, staff and fans to interact with your website.

Here is a video overview of the concept of how the Shuttlerock software works.

Introduction to Shuttlerock from Shuttlerock on Vimeo.


It is a solution that builds great content for your domain and not just Facebook.  It drives views and engagement to the platform you own.

How does it work?

Shuttlerock is a white label photo and content sharing platform embedded on your website. It allows you to generate, curate and publish photos and stories. It means that your website is no longer one dimensional; it’s now multi-dimensional using customers, staff and partners and their social channels to bring your site to life.

How to Curate and Create Great Content that Google Loves

What are the key benefits?

The platform was born out of the frustration of creating content, watching Facebook nabbing all the good photos and not being able to create engagement and content curation at scale.

Here are the key benefits that highlight how it it will assist you with the marketing of your business on a social web that craves fresh unique content.

  1. More high quality engagement leading to more sales. This is created by the generation of ‘real’ content from ‘real’ people. This “is” content marketing.
  2. Better interaction with customers AND their friends: a social platform on “your” website. And more control of the customer relationship, content and conversations.
  3. Creates an on-going source of fresh content which you can share to your company’s social channels.
  4. Higher search engine rankings. Search engines require fresh content and they rate the social conversations that Shuttlerock encourages.
  5. Helps you build a valuable email list of your customers and their friends

The key features

The ShuttleRock “software as a service” platform has some powerful features to help you tap into the power of your fans (if you are a sports brand) and followers or customers that love creating content, whether that is a tweet, a photo or other media.

Here are the key features.

1. Content board

It takes minutes to create a content board and you decide whether it’s open to the public or staff only, whether it’s open to voting or not and where it appears on your page.

Content board Shuttlerock

2. Easily add photos to your site

It’s simple, two-step uploading from a range of sources. No more messing around with cumbersome content management systems or resizing images.

add photos to your site

3. Search engine optimisation

Photos are renamed using pre-determined key words to help with SEO.

4. Automatic onsite content creation

Automatic content generation including the hash tags from Twitter, Instagram and Flickr and geotagging.

5. Mobile apps

Content collection doesn’t have to wait to be sent from your computer but content collection can be from a smart phone including Android and Apple.

ShuttleRock mobile app

6. Content publishing control via moderation

Moderation is provided which allows you to accept or reject photos, edit comments or change which board the image appears in before publishing.

Shuttlerock publishing moderation

7. Prompted sharing

Each time someone shares a photo your brand is centre stage and each share encourages people back to your website.

Prompted sharing

8. Update multiple social networks at once

You no longer need to chase several channels. Shuttlerock lets you update multiple social networks at once. Create a schedule of posts to your company Facebook pages so something is posted every day even when you have the day off.

9. Demographics and statistics measurement

Demographic information and statistics are presented in an easy to view graph for quick analysis.

10. Integration with 3rd party platforms

Integration with 3rd party platforms including Facebook, Mailchimp and Instagram.

11. Easily create and run a competition

The Shuttlerock content boards create a reason for your customers to send a message to their friends about your business – and drive them to your website.

Run a compeition on the shuttlerock platform

Some results

The Shuttlerock platform has been added to the marketing toolkits of companies in a range of industries including sports teams, retailers, travel & tourism, real estate and many more.

Some results.

  1. Progear photography generated 770 shares in the first month getting their brand in front of 77,000 of their customers’ friends.
  2. Black Cat Cruises created 850 photos in 6 months and lifted their user sessions and online sales by 50% year on year.
  3. The Queensland Reds football team generated 233 images from 7 content boards in their first 30 days.
  4. Jucy car rentals increased their Google rankings for ‘Christchurch rental car’ from the second page of Google at #13 to page one at position 3.

What about you?

Could you use a content curation and generation platform for your business to increase engagement, sales and search engine rankings?

Look forward to your feedback and comments. You can contact Shuttlerock to find out how they can help you with your content marketing.

Disclosure: I am a director and shareholder of Shuttlerock and this platform was created to overcome some of the challenges marketers and companies face every day creating content, optimizing for search engines and building fan engagement at scale.

Want to learn how to create great content that engages?

My book – “Blogging the Smart Way – How to Create and Market a Killer Blog with Social Media” – will show you how.

It is now available to download. I show you how to create and build a blog that rocks and grow tribes, fans and followers on social networks such as Twitter and Facebook. It also includes dozens of tips to create contagious content that begs to be shared and tempts people to link to your website and blog.

I also reveal the tactics I used to grow my Twitter followers to over 140,000.

Download and read it now.


Jeffbullas's Blog


  • Ack!! Auto-play video?! You need to fix that. It’s the number one DON’T for blogs and websites. Even for music or media companies.

    • You are right it is annoying and it is now fixed!

      • Thx! Now I can absorb all your good info in peace. 🙂

        • I had to launch the post as I had a deadline but managed to find a way to turn the auto-start off after I had hit the publish button! 🙂

  • Thanks Dallas for the comment and I look forward to your feedback and insights

  • Yes, the platform is designed to tap into the power of fans “crowd sourcing” content for your brand that improves SEO and engagement.

  • So this is a tool to curate third party content embedded on your site with links to where the content originates?

  • Another question Jeff 🙂 Checking out the QLD Reds page and it appears you can only upload photos from choosing a file. Does the platform allow photo uploads via connecting to FB/Instagram etc??? (for the user who is on the brand website)

    • It depends on what the brand wants to do, whether it is only unique content or social media content. It is not a limitation of the platform.

  • A wonderful reading and I like the storyline of the post

    A proof that I read the post here it is. I copy and paste from this article “I know what discipline, skill and passion is needed. For the last four years I have painstakingly built this this blog”. Why? this this is repeated.
    A timely and exceedingly relevant post

  • I haven’t compared the two so the honest answer is “I don’t know” 🙂

  • This tool really looks promising. Thanks @jeffbullas:disqus for sharing it with us. The only thing I miss is real experience with this tool. Does anyone have any real experiences with it and could share them with us?

    • Hello. I have been working this for my company black cat cruises which is a tourism operation in New Zealand. If you google us and click on photos you will see the results. We have been able to generate 1000 images from customers, staff and some brought in from Flickr and Instagram. We have had a 50% uplift in user sessions since launch and the shuttlerock page is now the 4th most visited page on our site. Plus the Pinterest style pages look great and allow for tons of engagement and most importantly bring friends of customers to our site.

      • Thanks Paul for the update and its effectiveness for Black Cat Cruises

      • Brad Tovey

        I note on the website that you are one of the directors of ShuttleRock. I would suggest Anne is looking for unbiased feedback.

  • If you check out some of these businesses and teams using the platform quite a lot of images that are posted as original and unique.

    Terrace Downs – https://contest.terracedowns.co.nz/content/march-2013-terrace-downs-photo-competition

    The Reds Football club – https://fanzone.redsrugby.com.au/content/the-fortress-fan-photos-reds-v-bulls

  • It does offer a lot of potential on SEO,engagement and sharing .The tool is aimed more at businesses that have a marketing budget

  • So what ShuttleRock really does is emulate the Facebook/Instagram/Pinterest photo sharing/voting functionality on your website. That functionality is viable if you have a very visual type of business (like a camera shop or something), but $500/month minimum is a ton to pay for it when you can get almost the same type of functionality through WordPress plug-ins and widgets that allow direct streaming of Flickr/Instagram pictures and public photo uploading/review/posting to your site.

    • Thanks Brett for your comment. Sure you can cobble a few free widgets to do some of what the ShuttleRock platform does, but it will not have the robust platform features on a broad scale and enterprise level to ensure that it works well, can be measured with analytics, is setup for mobile, has a mobile app, can scale etc.

  • This is a good products review template but not a solution. If I can pay that hugh money, I will have much better contents on my blog.

  • Hi Jeff,

    Can really see the benefit of a tool like this for a business moving forward with their online antics. It should REALLY be viewed as an investment rather than a cost to anyone who is looking at this objectively in my opinion. Granted there are other tools and people out there who could leverage this for less cost, but you get the whole package with Shuttlerock.

    100% as my business moves forward this will be something I will be looking to learn more about this product for my work.

    Great post as always Jeff!

    • You are right Clair it is an investment and it will make a significant improvement in SEO and engagement!!

  • At the end of the day you get what you pay for.
    It is an enterprise tool not a toy. Companies that are using it are seeing great results in engagement and search engine optimisation plus a lot more.

  • Thanks for the question Brad. The challenge on the web is that it doesn’t matter what platform you use. Facebook, MySpace or Tumblr. You don’t own them and nothing is forever. You are renting a presence. So not one of these platforms will guarantee the future of your data or hard work. It a dilemma no matter what social network or management platform you use. That is why the portal you should always have the majority of your content on is your own website or blog that is self hosted with your own domain name.