Intro
In terms of brands, the great curate. It’s really that simple.
Mega-brands like Pepsi, General Mills, Sephora and Cisco have had great success with crowdsourcing content in original ways.
Everyone is talking about how powerful content curation can be for brand lift and lead generation, but a great deal of confusion still exists on what it means and how to use it.
Some web analysts have concluded that content curation is merely a fancy way of saying "sharing." That's not wrong, it's just not complete. Professional content curation really involves finding and editing together content that appeals to a targeted group of consumers. Think of it as the opposite of mass media.
The curation process involves content such as social updates, blogs, news, video and graphics that is aggregated by semantic search engines. The result is then presented to readers in a form that is artistically arranged and easily scannable. It differs from content marketing in how the information is gathered and reorganized.
Curation takes marketing to the next level by commenting, highlighting and adding value as part of the presentation. A solid content curation strategy helps turn a basic marketing campaign into a social movement. It can build a brand into an iconic piece of culture