Curation-led marketing?

I'm curating the contents of the 70s decor in my house at the moment - these are the kitchen tiles...
Image: I'm curating the contents of the 70s decor in my house at the moment

Quite pleased with a post about curating branded content I just put up on the iCrossing Connect blog, mainly because it draws together some thinking from a while back with a couple of practical examples of how people use search and social to curate content.

Curation’s more than optimisation, more than simply making the most of what you have got in terms of content. It’s also about being live in your networks – to curate networks you need to be listening. If you’re listening and you have aplatform for curations – such as a blog – then your approach has to be adaptive, agile etc.

It takes the emphasis off of the “one big idea” approach that has dominated the channel media model of campaigns. Creative has to tell the client what the big bet they are going to make with all their money is and then hope to goodness it ends up being a drumming monkey result rather than a airport trucks kind of result.

The big idea is “no more big ideas”, as m’learned colleage Jason Ryan put it, after we’d talked through the Toyota iQ case study.

Curation is the new creative anyone? (Sorry, couldn’t resist…)