With so much content available, consumers need a way to group articles, videos and other resources in meaningful ways. As Steve Rosenbaum wrote in his book Curation Nation: How to Win in a World Where Consumers are Creators, a filter to make information more contextual and digestible is crucial to ensuring the noise doesn’t drown out the signal.

iPad apps such as Flipboard and Qwiki help consumers make sense of the data noise flood and find the signal they want. These curation services reintroduce or re-present content that’s available from other sources. This includes not only offering content in centralized, socially-connected, easy-to-use interfaces, but also enhancing the original content and turning it into something new.

So what does this mean to you?
There’s an opportunity for brands to help manage and define consumer experiences by curating the content associated with their brands. From partnering with curation services and apps to ensure information about their brand is correct to ensuring that reintroduced or re-presented data is provided in a way that adds value, brands can position themselves as resources that help consumers manage the information flood.

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