I recently attended a conference where a major financial institution proudly displayed its new automated content curation system. Basically, their answer to the content marketing dilemma every company is facing is to use an outside company to skim off the best financial-services content around the web and present it on their site as a value-added customer service.
On the surface, this seems like a very elegant solution. I mean, why spend the time and money to create original content when you can curate unlimited content from the web and present it as your own customer portal? An intoxicating idea.
This is a popular trend but it is also problematic because it flies in the face of other marketing considerations …
El autor alude a problemas y errores que se cometen en curaduria de contenidos.