I don't agree with the title - I don't think there's a death struggle between creation and curation of content, and that curation done well is actually pretty creative too...
Anyway, this is a lengthy piece that looks at ways to think about creation and curation as an expansion of the idea that "content creation is not a one way street". As an internal comms person, this seems to fit quite naturally with the change I've seen from central top-down messaging to more democratic and participative communications inside companies.
Tracy Halvorsen makes several interesting points in the course of the piece but the bit that really stood out for me was that curation is "interpretation of the brand".
For me, this provides a way to start thinking about guidelines for curation . We can use thoughtful curation as a tool to help employees interpret our company's brand, by promoting, sharing and commenting on content that shows our brand both in context and in comparison to others. Content curation becomes a tool for us to help us show different viewpoints and spark discussion, which - as we all know - is the real key to understanding and ultimately engagement.
So , as with most pieces about content curation, it's not focused on internal comms uses but I think it's a useful contribution for us.