As Therese Torris explains on this blog post: "there is more smart content online than anybody could ever read". So that's why she decided to embrace curation rather than contributing to the "ongoing content inflation".
Her post is very complete and articulates very well how brands can leverage it to make it an efficient Content Marketing Strategy: "Content curation help brands increase their visibility and their customer engagment."
If you're trying to place Curation among your other Content Marketing efforts, this is an interesting read.
Via Guillaume Decugis