Edinburgh Napier University

  In this chapter you will learn how carefully considered content curation can play a highly effective role in stimulating brand-related engagement, in particular on social media channels. Marketing concepts and theories that shed light on brand-related digital consumer behaviour will be discussed as well as the ethics and basic legal considerations involved in the use of other people's intellectual property. You will be introduced to techniques and tools to help you select topics, refine and adapt content to fit your marketing objectives. At the end of this chapter, you will be able to deepen your knowledge of content curation best practice through interviews with industry leaders and case studies. First, it is important to understand what content curation is and where it fits into contemporary content marketing processes and practices.