How marketers can become trusted curators of content

04/25/2014 | B2C Marketing Insider

Content marketing appeals to today's digital consumers, who want to share multiple ideas and read only the content that appeals to them. To become a content curator, marketers should first ensure they know the target audience well and then offer relevant content that can be perused quickly. "[C]ontent marketing is open architecture -- you don't just produce ideas, you have insight to collect ideas that your audience will appreciate. As in most arenas where open architecture is valued, this engenders trust," writes Gail Graham, United Capital chief marketing officer.

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