A common error made by businesses starting to use social media is to only tweet about themselves. This is understandable, but it misunderstands what platforms such as twitter, are about: a conversation.
Curating content is basically a fancy expression which means collecting and sharing the best information in one place. When you are retweeting someone, or sharing a link to something someone else has done, you are in a way curating content. When you apply that to your website, it's an amplification of that spirit. All those '10 Websites that You Need to Bookmark' type of posts are essentially curating content.
Using Passle too could count as a form of content curation, since you are not only sharing your knowledge but also sharing someone else's writing (including the tweets of other people commenting on it), making each post a conversation. In analysing and commenting on other people's writings you are demonstrating the fact that you are fully involved in your field, which is another point in your favour.
It's worth thinking about. After all, companies that publish new blog posts 15+ times per month (3-4 posts per week) generate five times more traffic than companies that don’t blog at all. Curating content, especially when using a tool such as Passle, makes the job easier.
As an Argyle Social analysis of over 150,000 social shares presented via Convince and Convert showed, self promotion on social media by itself yielded a fraction of the clicks with so-so conversions. By contrast, a combination of original and curated content yields twice the clicks and better conversion! Intuitively this makes sense since you’re not continually saying ME, ME, ME. Social media is about contributing to the community. Self promotion is seen for what it is and as a result, participants don’t pay attention.