Content creation is the organizing and sharing of the most relevant content on a finite subject – in other words, it requires a recognition that people outside your own organization have relevant things to say and that adding this insight to your own commentary makes you a better resource within the communities you operate in.
But if you really want to break it down for your non-marketing friends, I suggest comparing your work to that of Tosh.0 - the internet clip based show on Comedy Central. This features the best (or worst, depending on who you ask) video clips from the internet curated by the host, Daniel Tosh. True to the definition above, Tosh provides "insight" and "commentary" into the clips, adding additional value for the viewer. Check out the clip below for an example--this whole segment is based on one internet video, which is then commented on and evolved to create new, unique content.
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