Brands aren’t publishers need to learn to curate

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The problem is publishing is a lot harder than it looks, or rather it’s a lot harder to do it with the consistency, day after day, that’s needed to build a long-term audience.

Brands are trying to establish themselves as trusted sources of information.

“If a brand is an expert in a certain topic, their reputation might make them a credible source of information,”

Brands aren’t set up to be publishers.

Publishing content in 2012 can be immensely complex or surprisingly simple, depending on your approach. Curation straddles the line. It can be difficult figuring out not only what tools to use, but also what platforms and, of course, what content to share.

Brands need to be careful in not only what, but how much they curate.

Source: digiday.com →

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