Marketing is woefully complicated these days, partly because our ideas have gotten so vague and convoluted. We no longer sell things, but "engage in conversations," "prompt engagement" and "achieve exposure." We don't deliver sales, but "ROI" and "brand equity. "
One of the hardest concepts for me to get is marketing or branding as "curating content." As I understand it, "curating" means collecting and "content" is the articles, videos and other digital media that marketers present to consumers via social-media platforms. This is how the marketer prompts the conversation and engagement that leads to the exposure that one day hopefully leads to sales.
The collection as a whole is what defines a brand for consumers, and its placement and propagation on the Web is the branding. You can't go to a marketing event without getting lectured on how to curate content.