Content Curation, Content Creation and Brand Opportunities

Altimeter Group (Mar 27 2012) Marketing

1. One argument for brand-sponsored content is that the amount of professional media content produced by TV and radio stations, newspapers and magazines is declining. In principle, that opens a gap that brands, acting as media, can fill. Another argument for curation is that it saves viewers and readers time. And "we save you time" is a powerful marketing message. And most practitioners of content marketing find, over time that both content curation and content creation have a role to play.

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