Corporate text makes a corporate design even better—it just belongs together. There’s a reason everyone’s talking about «branded content» and «curated content»—new buzzwords and strategies. Put simply, this means administering and compiling (mostly digital) content about specific topics, sometimes from outside sources, which—of course—fits the brand in question.

«Content curation» is defined as the gathering and structuring of content, without creating any of one’s own. The idea is to make one’s presentation more interesting, which makes the brand more relevant to the target group (i.e. for fans of a particular kind of music or sport)—and also helps establish the brand as one who understands that particular field. Content curation can be seen in blog posts, links, RSS feeds and videos as text and image input.

via Eden Spiekermann.