In the world of advertising, whether its the online promotion on internet through a website or a movie advertisement, what content you use to descibe your product plays a huge role in deciding its fate. People search, browse and read contents in the shape of blogs, articles, or any useful information that is not only relevant or useful to them, but also matches their sensibilites. So, if somebody needs a specific information, they are normally not in the mood to go through the huge ocean of internet and search that info. They are likely to have few names in minds, whether its a website name or the name of an expert in that domain, which will save them the effort to browsing, search, anaylysing, and consolidating the data. For example, if you want to invest in share market, but you are a beginner, so you will either browse through internet and find out where and when to invest, or you will ask a stock market expert about the same, he will do all the hard work for you and share the information where to invest for you.
This process of organizing and sharing most significant content on a particular topic after searching through the internet, and presenting only the selected and most relevant content in a coherent and organized manner is called Content Curation. An online news service does the same, but difference in content curation is that the process has to be carried out by a human designated for this task. Basically, the idea is that you need to save the effort on the end user part by just giving him an specifc and brisk answer on his specific question, so that he doesn't have to do anymore search.
Content Curation is a great way to help synthesize a lot of information in a concise manner. Once a trust is built with a content curator and readers, the we don't have to verify the credibility of the source, since we already have a source that we trust. Another simple example would be, Links shared by colleagues or friends on facebook or twitter, which we trust to be geniune, and we may not have found them through our own searches.