Re-evaluting the Merits of Content Curation

Sara Palmieri, a Senior Marketing Manager for Lenovo, talks about how she is curating content for her brand.  She emphasizes that while many view curation as a means to build brand awareness, it’s real ROI lies in its ability to generate qualified leads:

The real – and often overlooked – power of content curation is how it can build up a story over time, by establishing a central location which audiences willingly turn to for new ideas and solutions. When used in this way, content curation becomes a powerful storytelling tool – and one which is especially suited to lead generation.

She then covers how Lenovo curates content over several topic areas mapped to the buyer’s interests to get them to trust them as a authority.  It’s a rare look into how an establish brand is using curation front-and-center.

Read original article at Marketing Magazine…