As brands start to commit themselves to content marketing programmes that are as deep and enduring as any major publication, inevitably questions arise about the merits of curating and republishing content that has not been authored by the brand.
But what is curation and why are brands curating ‘content’ in particular?
In layman’s terms, curation is the collecting and ordering of things for a particular intention or experience.
The urge to curate is a profoundly human one. Examples of curation can be found in every era, religion and continent around the world. From coins and objet d’art to stuffed animals and Pokemon Cards, collecting and displaying possessions shows that we still like to hunt and gather that missing piece, just like our ancestors.
Now that our world is more technologically and socially advanced than ever before, collecting is no longer just about keeping possessions to ourselves. Social networking sites such as Reddit and Pinterest enable individuals to collate pieces of content from around the web and build engaged and loyal audiences who either share the same interests or are seeking knowledge on a particular issue in one place.
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