Is Aggregation really better than Curation for Marketers?
Brian Honigman of NewsCred compares the differences between content curation and aggregation from his company’s perspective. While he does recognize the value of both content curation and content aggregation in his post:
Both content curation and content aggregation are strategic elements of content marketing. When done correctly, they create a powerful digital experience, providing valuable content to users while still expressing a brand’s core values.
.. he also says that curation is far more manual than content aggregation.
Curation, on the other hand, can be a far more manual process and allows content marketers to thoughtfully pick specific content that best targets an audience’s needs and interests. … content curation has historically been much slower and resource-intensive.
But for many marketers content aggregation is simply out of question, because it does not allow for incorporation of a brand’s voice. Furthermore, aggregation puts brands at risk of exceeding the bounds of fair use of copyrighted content, and could hurt SEO as Google’s Matt Cutts says. Content curation technologies have since emerged to give marketers the best of both worlds: efficiency and content customization.
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