Producing Content for Other to Curate

"Content is King" is an old saying that is increasingly true these days. However, the type of content that reigns is changing.

In a report that highlights digital marketing trends that can’t be ignored, Jonathan Gardner, director of communications at ad company Vibrant Media, lists user-generated curation as one of the five trends.

“User-generated curation (UGC) is powered by content discovery apps such as Pulse, Flipboard, Fancy and Foodspotting. Content producers and merchants provide the feeds, and consumers tweak them to suit their interests and contexts, filtering data and curating personalized information platforms,” Gardner writes.

These models allow brands to produce content that makes them relevant to the curation and sharing efforts of consumers. The content that brands produce is no longer just about messaging, it is about fueling third-party conversations around issues relevant to the brand.

“For instance, Pinterest has received applause from consumers and marketers alike, and has demonstrated the power that personal curation and relevance can have for engagement,” writes Gardner who also lists location services, new ad formats, advertise by format, and integrated marketing as digital trends that need to be embraced.