Can Curation Help Brands Build Powerful Audiences? | Curation, Social Business and Beyond | Scoop.it

This article was written by Josh Sternberg for digiday. I selected this piece because it definitely addressed this question and provided some very good insights and strategies that brands need to know.


Excerpt:


It's very difficult for brands to amass sizeable audiences on their own nowadays says Neil Chase, SVP of editing and publishing at Federated Media.


**If a brand is an expert in a certain topic, their reputation might make them a credible source of information,”


Here are some of the takeaways:


**The best way to do it is to identify a high-interest topic that you want to be perceived as an expert in,” he said.


**“Curate that topic and provide some context around it. If you’re curating a lot of content in a topic area, over time that leads to expertise and credibility.”


**brands have to know each of their customers and have the credibility in their field to get consumers to trust the content they spread


**“Brands have a content story to tell,” said Colleen DeCourcy, CEO of Socialistic, a social media agency.


****“Some brands have data and research they have gathered in the creation of their products that can be contextualized and turned into content — which can give them both real authority on the topic and some real ROI for their effort.”


**Brands need to be careful in not only what, but how much they curate. 


**Brands need to make sure they’re not just regurgitating content, but instead offering readers/followers valuable information


**Steve Rubel, Edelman’s evp of global strategy and insights, suggests brands start by having an editorial point of view and deciding where the content will live — the brand’s site or aggregation sites like Tumblr or Pinterest.


**The plus side is that once you do figure out how you want to curate and it becomes part of your broader communications strategy — it’s pretty easy to establish a voice.


Curated by Jan Gordon covering "Content Curation, Social Business and Beyond"


Read full article here: [http://bit.ly/xn8Ahn]