This is a talk that I gave at LeWeb 2013 and at the Cristal Festival in December.
While we’ve now seen the power of brand content, it remains very hard for even the largest brands to implement successfully. In addition, it doesn’t solve the question of how to engage an audience on a daily basis. To do so, brands have to become media.
Very few companies can successfully become integrated media companies like RedBull for instance. Interestingly the media model itself changed over the last few years as we’ve seen with the success of the Huffington Post, BuzzFeed and Upworthy which all have in common that they don’t produce all the content they publish. Content curation is the common keyword to these post Web 2.0 new media rockstars. In preparing this talk, I considered the alternative curation creates for brands and highlighted a few case studies of successful implementations that leverage content curation as a way for brands to become media.