Here is a good video from Disrupt 2013 conference in NYC on how Flipboard is adding users and changing the way people curate and consume content. If you can't watch all 20 minutes, here is a link to the summary from Techcrunch. They give some good pointers to publishers and eager brands on how to think about content development as well as content access.
I think this is something brands should take note of as it delivers value beyond the products and services they sell. This is important in terms of content curation and original content development. This is no doubt the next evolution of digital however, will clients commit and stay the course to build and nurture a community or will they defer in favor of short term sales goals.
This content marketing approach aligns with themes surfaced in books written by Lester Wunderman and Joseph Jaffe. Choosing to focus on relationship marketing to drive acquisition goals is a mental operational shift but can strengthen customer relationship and reduce attrition.
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