Robin Good: Josh Sternberg at Digiday highlights a trend that is only going to get bigger in the near future: brands, as they realize the increasing need to be active publishers, are recognizing the problems and limitations that this task involves.
"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.
That’s leading some brands to hook onto the idea that their role lies more in the curation of content."
But in choosing this path, the article recommends, brands need to be careful in what and how much they curate.
Here some valuable advice from the article:
"Brands need to be careful in not only what, but how much they curate.
There can’t be articles that make the reader question why a brand is sharing it.
Also, brands need to make sure they’re not just regurgitating content, but instead offering readers/followers valuable information, as readers will quickly determine the curated content — and thus the brand — is not worth their time.
Since consumers have their own tools for curating – Storify, Storyful, etc. – brands have to know each of their customers and have the credibility in their field to get consumers to trust the content they spread."
Via Robin Good