Content curation offers the promise of addressing both information consumers’ and marketers’ challenges in taming the flood of digital information. But as I look at the vendor landscape it is apples and oranges. Vendors are solving several different problems. Here is my take on the ten ways that content curation is used in marketing.
Demonstrate thought leadership. Here marketers use curation to become the “go to” site for information on an issue important to their customers. They lead the conversation by incorporating their own original content and reflecting their point of view while also including important pieces by competitors.