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An opportunity to add value.

In my world, the complexities of life are best understood with simple analogy. With that in mind, let's consider content curation. Content curation is the practice of identifying, prioritizing and organizing information in such a way that it yields the best results for the person seeking knowledge of a specific topic. Content curators sift through data to find the golden nuggets, the most meaningful information that is essential to their audience. The Internet offers a plethora of information, some that is useful and much that is not. But who has time to go through it all--to put the pieces of the puzzle together? Content curators sort through massive piles of content in order to provide us with succinct interpretations, explanations, analysis and helpful context.

That's where my analogy comes in: When we look out into space, there are stars as far as the eye can see. Before there were scientists to help us sort, organize and understand, to mankind there was just one big lovely sky full of lights. As our understanding of the world unfolded, scientists helped us to understand what we were seeing--what it might mean to us and to the future of our world. Journalists are another example: They attempt to curate the news that affects us. At their best, these curators filter and distill content to inform, explain and inspire.

Organizations have the opportunity to provide curation as well--to tackle a certain realm of the information world and become wise advisers to their audience. But there is a caution. Just as scientists and journalists have a great responsibility to ensure that what they provide is both useful and credible, so do the organizational curators emerging today. That means truly understanding your audience and engendering their trust by delivering credible information.

It's this analogy that I keep in mind as we at IABC work to bring our members an added source of content. In January CW will launch CW Observer, a simple content curation blog ( We'll be working with our CW editorial advisory panel to provide you with curated news and analysis in the world of business communication. And we'll be looking for you to contribute and share your insights into the issues that affect your world.

So, as you think about the vast universe of information out there, consider that you and your organization have an opportunity to offer value--to be the journalists who interpret the news, the scientists who explain the complexities of life. If you take this on in the right way, your audience will be grateful to you for simplifying their quest for the information they need.

Natasha Nicholson, Executive Editor

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Title Annotation:from the editor
Author:Nicholson, Natasha
Publication:Communication World
Article Type:Editorial
Geographic Code:1USA
Date:Jan 1, 2012
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