First published on LinkedIn.
A few weeks ago, I made the trip down to Content Marketing World, “the largest content marketing event on the planet” with over 2600 delegates representing 50 countries.
I wanted to explore how the activity of content curation—the process of collecting, organizing and displaying information relevant to a particular area of interest—was impacting this massive content marketing industry.
Content curation may be one of the most disruptive forces in marketing, with an impact crater particularly devastating to activities directly and indirectly linked to content creation.
Based on a review of the activities at Content Marketing World and a supporting data analysis of thousands of articles in the media, content marketers appear slow to respond to this change.
The activity of curation is perceived as subordinate to content creation, complementary but not disruptive. Content curation is a new engine of content marketing, but the industry is tightly coupling it to the old activity of content creation.
The response from marketers? “It’s not creation or curation, it’s both!” Yes, it’s both. I would have had a tremendously difficult time making the arguments in this post without creating the content for it.
However, to say it’s both misses the point of a disruptive change and raises your risks of ending up under that crater. (more…)