One of the questions that is continually asked by people new to digital archives focuses on the difference between preservation and backup. Digital preservation seeks to guarantee the integrity of and long-term access to digital information resources.  Preserving Digital Information, the 1996 report of the Task Force on Archiving Digital Information developed ?ve aspects of digital integrity.
But, while these aspects together may insure a digital resource’s integrity, they do not necessarily insure its preservation.  Digital preservation comes from the addition of time and preservation actions to the five aspects of integrity. Today the term “Digital Curation” is commonly used to identify the activities surrounding maintaining digital information resources over time. The Digital Curation Centre’s Lifecycle Model illustrates the cyclical concepts and activities involved in digital curation. According to the DCC, data archiving (or digital curation) both preserves and adds value to data.
While backup strategies are important to insure the preservation of the bitstreams and can insure some or all of the five facets of integrity, digital curation adds value and makes the preserved data useable and useful beyond their original purposes. A recent study from MarketingProfs and the Content Marketing Institute on the state of content marketing reported that B2B marketers’ chief concern was producing enough content. While most of focus solely on content creation in the form of blogs, videos, ebooks and the like, there are many advantages to content curation as well. With content marketing budgets stretched as thinly as other areas in the marketing department, curation represents a useful alternative regardless of whether or not you’re already creating content. If your market is mature and saturated with existing content, perhaps there’s an opening for you to create value by identifying the very best of it and delivering it via a curated blog post or email. However, if your market is wide open and lacking thought leadership or niche insights in a particular area, your business can fill that need by creating original content that helps position and brand your expertise. However, often times the largest cost associated with content marketing are the resources needed to regularly create original content.

Nick Westergaard is a strategist, speaker, educator, and author of Get Scrappy: Smarter Digital Marketing for Businesses Big and Small. Here we attempt to explain digital preservation and the aims of the CTDA in everyday terms. These activities take place within a context of stewardship that makes appraisal decisions based on judgments about the value of information resources over time. Data curators or modern archivists, like their analog predecessors, continually review the collections in their care and make decisions about what to do with them in terms of access, description, reformatting, disposition and the like. Data backup can insure recovery of digital information resources in forms and structures consistent with their original creation, digital curation supports preservation and reuse of digital information resources for future uses. This represents a shift, as in previous years the biggest challenge had been creating engaging content. To be clear, when we say curation we mean assembling new content by aggregating or carefully selecting from already existing content sources. You may discover that your brand can utilize a hybrid strategy that includes both original content and curated content from other sources. We create new content in many forms, including this blog, ebooks, live learning events, and more. He is the Chief Brand Strategist at Brand Driven Digital, where he helps build better brands online. It's concise and useful article.Like your opinion on how to balance between creation & curation should be.Thanks! Specially in the beginning when you were talking about what content curation really is you made an important point. Backup, disaster recovery, and digital curation are mutually supporting activities and are essential activities in a well-run digital repository. In producing enough content, marketers have two options – content creation or content curation.

Examples include a blog post rounding up the best articles on Twitter’s new Vine app or an email newsletter with the top posts on a particular subject.
Another factor in deciding between content creation and content curation are the expenses tied to both options. Curation might also be a useful transitional tactic as you test the content marketing waters. If time is a scarce commodity, you could create original video content for your blog and curate a weekly article featuring the best of industry news or updates from a particular slice of your market. However, we also curate content on Facebook and Twitter and soon will be sending out a summary email featuring three big stories in social media and digital marketing that you might have missed. In the end, what’s best for you is based on your assessment of your business and the industry you serve. We're here to help you build a better brand with social media and digital marketing through our mix of strategic consulting, coaching, creative services, live learning events, and training and workshop opportunities. The Connecticut Digital Archive is a preservation-oriented digital repository that supports curation of digital information resources. While it’s true that curation is often a cheaper alternative, it still has costs tied to it including personnel to sift through primary content sources and find attractive items to curate as well as delivery systems such as an email marketing platform and blog development.

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