It’s nearly two decades since Microsoft founder Bill Gates declared “content is king” – and the passage of time has proved him right in spectacular fashion. Brands have moved away from a one-size-fits-all approach to offering specific groups targeted and relevant content, such as news articles, blogs, videos and infographics.

But while 60% of marketers in the UK now have a documented content marketing strategy in place, with 63% publishing new content at least several days a week, many have realised they don’t need to produce it all in-house.

Instead, brands are turning towards content curation – working to find, organise and share the most relevant and best-quality content on a certain topic for a specific audience. This can run alongside new and original material the brand has produced itself and showcase all sorts of fascinating and valuable content that people might not have seen elsewhere.

This can ultimately lead to faster and more agile content marketing – while it also gives brands the opportunity to offer their own viewpoint on curated content.

As a result, they can both gain and highlight their industry knowledge, share their insights with their target audience and build a reputation as a credible organisation in a certain sector.

Ultimately, content curation can be a great way to build trust in brands and give them room to express their unique personality at the same time.

So while it might at first look like simply posting links to other organisations’ websites, it can in fact be much more than that and play a key role in a wider brand strategy.

Promotional products retailer 4imprint has produced a new Blue Paper – How can content curation help your business – outlining the benefits of content curation in depth, drawing on expert analysis and specific case studies.

The Blue Paper also points readers towards some of the best curation tools out there to help organisations get started on showcasing the most relevant content and building up an engaged and vocal online community.