Everyone’s doing content now; companies are becoming publishers. This question comes up continually: content creation or content curation? Content curation is cheaper, the thinking goes, but which is better?
(BTW, thinking that content curation is cheaper is incorrect.)
Bottom line: it’s what your budget allows. It’s also what your marketing plan requires. Many companies are committed to traditional marketing, so content marketing needs supporters within the company.
Content Creation: Original, Compelling Content Is Ideal
Original content is always better. It gets you out there. You get the attention of customers you’d attract in no other way, because your traditional marketing channels never reach them.
Once you’ve got their attention, you can build on that. At a minimum, you create content for these personas:
- People who’ve never heard of you;
- People who are aware of you, and interested;
- Current customers;
- Past customers.
If you’re baulking at all this content, consider that you don’t need to create it all today. Or this week. Or this year. You create content over time, and your content lasts. It’s on your website. You can refresh the content as needed.
Content Curation: More of a Challenge
Wikipedia defines content curation as: “… the process of collecting, organizing and displaying information relevant to a particular topic or area of interest.”
In an either/ or situation, content creation is always better. You’ve created it for your audience. With content curation, you’re promoting others’ content. This isn’t a bad thing in itself. However, it’s a challenge to mould that curated content so that it achieves your marketing goals.
- You’ve got to find good content which will help you to meet your goals. You’re promoting it, so what you choose says a lot about you. Finding this content takes time;
- You’ve got to organize that content, and add your own insights to it. Analysis takes time. So does writing about the content you’ve found.
The Solution? Use Both
Why not not use both content creation, and curation? Content curation has benefits: your curated content may get links and shares from others. At the very least, you’ll get recognition, and you’ll show that you’re aware of what’s important to your audience.
I suggest to my clients that if they’re using both, they make sure that for each curated article, they post at least three pieces of original content.
The original content doesn’t need to be text. It can be images. It take seconds to snap a photo, and a few minutes to edit that photo, and provide a little commentary.
Get More From Your Original Content
Before you create content, or have it created for you, know where it fits into your content strategy. If the content is text, add an image (at least one), and a call to action. Make plans to get more from each piece of content before it’s written, too.
You can get lots of benefits from each piece of content. You use an an article as:
- Social media shares:
- A PDF for sharing;
- An infographic for sharing;
- A news release (rewrite it into the third person);
- A section of a newsletter and/ or part of an email marketing campaign.
In summary, both content creation and content curation are valuable, and can form part of your publishing strategy.
If you need help with your content, get in touch.
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