A powerful social media presence is fuelled by great content.

More and more brands are realizing this, and as they do, the more content they have to create. And then comes the realization that they are becoming full fledged publishers. But transforming a brand into a publisher is easier said than done.

Percolate, a new startup in the marketplace, has developed unique technology and services to solve this problem. They deliver the best technology and processes, enabling brands to create and distribute quality content, at social scale.

This week, the Digital Lab, featured guest speaker James Gross, co-founder of Percolate, stopped by to talk about the massive opportunity to help brands everywhere with their transition towards becoming publishers. During his session, James shared in-depth perspective on how the company helps brands like GE and American Express become leading always-on content publishers.

James also explained the difference and need for the two types of content that publishers in the social space need to have a strategy for: stock and flow. Flow is the continuous and dynamic stream of microcontent that keep consumers engaged throughout the day while stock is the deeper, more substantive and thought leadership-oriented content that often offers richer perspectives and insights that makes a brand an authority. Both are essential to be a successful publisher in the digital space.