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Curate, Commission or Create?
Quirk Blog (May 2 2012)
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From the outset, it's important that businesses decide what role they want the brand to play in the creation and delivery of content. Based on various factors – the structure and capability of the organisation, budget, time, objectives, audience, the nature of the content – brands need to decide whether they want to be content creators, commissioners or curators of entertaining and engaging content for their audience.
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