...The concept of curation draws its name from the art world where gallery and museum curators find and highlight collections of work. But no one ever got famous curating art–except for maybe the artists themselves. Without the creators, there would be no curators.
So while curation is a valuable strategy for certain brands, not all brands can or should be curators. Yet every brand can and should be creators of content. More specifically, brands must think and act like publishers, creating shareable content that inspires others (preferably many others) to both create and curate. Content is the social atom, the thing around which every other thing happens. So I ask you: Would you rather curate others’ content, or have others curate your content?
If the answer is the latter, here are three ways that marketers can lead the conversation instead of merely facilitating it...
[The chicken curation or the egg content-which comes first? Interesting POV ~ Jeff]