Granted, few, if any, business-to-business marketers can use content curation as effectively and centrally as a business-to-consumer business. Fashion-related businesses and “active lifestyle” brands arguably have even more advantages where it comes to using content curation as a major tool.
We often talk about the art of curation in terms of the process of selection, narrowing down and choosing objects fit for presentation. When we think of curators we think of gallery owners, DJs, Michelin starred chefs and boutique clothing stores. For good reason.
In a B2B setting, it matters more how well a particular set of products can be related to the buyer’s core business challenges and opportunities. That’s harder.
Read original article at The Next Web…