Is original content production the most important technique, or can brands benefit from curation as well? How?
Content curation is a great way to show a wider breadth of your company's interests and values, as well as your ability to find and discover great ideas. It's particularly compelling if it's coming from one of your executives whom you hope to develop as a thought leader ("What our CEO is reading now") or is rolled up into a "reading list" that you add to the end of weekly e-mail newsletters to customers or users. In addition, curation can be handled in a relatively lightweight while still keeping quality high, and this may be an easy solution for a company that is having a tough time getting the budget or resources for a bigger content marketing strategy.
