Or what is the difference between successful brands in the digital space and those being there just because their competitors are already there?

Content curation is the next buzz word on the internet. In the ever growing digital world we’re getting so immersed in all kind of information that it gets really difficult to find any relevant, interesting peace of what you’re looking for.

It’s getting frustrating and more often people prefer to pay to be sure the information they will be handed will be worthy, even though there’re zillions of free sources.

The other side of the penny is the democratizing of broadcasting. Anyone can publish what they want and try to catch the users’ attention. The challenge for brands is getting even bigger having in mind that very often they haven’t much to say, but want their voice to be heard. This has also led to great chaos to find the right professionals that possesse the so longed for content talent.

But beware, producing great content is not about speaking the language of Shakespeare. It’s about storytelling. To make an attention catching story out of everything. To use the emotive link of storytelling to grab attention and build a trusted relationship. Learn to tell a powerful story — emphasizing narrative tension through a beginning, middle and end — and translate it into a digital asset through multimedia skills in video, photography, audio and animation. This is where brands will be heading to make the difference in the fast growing digital channels tube – website, blog, facebook, twitter, mobile application….

It’s a popular belief that every organization is a now a media organization, meaning that every employee — or potential new hire — needs to master the creation of these media, cheaply and often in-house. In 2012, it’ll be all about immersion — a way to capture the imagination of distracted individuals who need to be convinced that your ideas are worthwhile. The “Any Screen” era is upon us. Consider apps, games, 3D, and transmedia (a cohesive storyline that is segmented and distributed on a multiplicity of platforms) as you try to transport your audiences into a deeper media experience.

To illustrate all this I find as a perfect example the longest tracking shot in advertising history – Johnny Walker’s brand story. Shot in one continuos take, starring Scottish actor Robert Carlisle to narrate the story while walking through the misty Scottish highlands, this is one of the most inspiring ads ever made. Keeps you watching the video in one breath even though is longer than 5 minutes. Now this is quality of storytelling.