Carrie Schmelkin of Content Boost summarizes a talk given by Curata CEO, Pawan Deshpande at Content Marketing World 2013 in Cleveland, Ohio. One of her biggest takeaways was that the need for curation is not for simply having more content, but having more of the “right” content:
To avoid being eco-centric then, Deshpande argues, striking a balance between created content, or content that your own company organically produces, and curated content, or third-party content that your business aggregates from across the feeds and shares with your audience.
Content curation helps marketers be less ego-centric because it forces them to bring in third party content from other vendors, experts and users alike into their own market mix and messaging.
That isn’t to say that they should completely eliminate their original content creation. Rather, they should have a good mix of the two, while adding their own opinion and perspective on curated content that they find in wild.
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