Curating other people’s data is a great way to add credibility to content, and smart marketers already know how to do this well. Brands that run content marketing programs use data daily in their stories, making claims about the industry and analyzing the market based on research reports and major industry studies. Those with big enough budgets take it one step further and commission their own industry reports through respected third-party research agencies, effectively linking their brands with data that other organizations will use to back up their stories. But most brands are still missing out on one big opportunity: their own big data…