Just published a piece on Digiday about how brands are stepping up their curation game and what it means for consumers of content, as well as consumers of the brand.

Brands need to be careful in not only what, but how much they curate. There can’t be articles that make the reader question why a brand is sharing it. Also, brands need to make sure they’re not just regurgitating content, but instead offering readers/followers valuable information, as readers will quickly determine the curated content — and thus the brand — is not worth their time. Since consumers have their own tools for curating – Storify, Storyful, etc. – brands have to know each of their customers and have the credibility in their field to get consumers to trust the content they spread.

Click over to Digiday to read the rest of the article.