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Content curation versus content creation

The importance of content marketing is undeniable, and producing engaging and valuable content regularly has become critical for most businesses. As a result, a great debate arose regarding which strategy is more effective – original content creation or content curation?

What is content curation?

First, let’s clarify what each one is.

Content creation involves creating original blogs, e-books, reports or videos about your industry.

Content curation involves putting together new content by researching and gathering valuable information from already existing content sources to produce insightful content.

If your market is already flooded with original content, perhaps you could create more value by curating the best articles or videos combined with your original insights.

However, if your market still lacks thought leadership and an established authority, you could promote and position yourself as a leader by creating original content. Do some research into your industry, or talk to a professional, so you know which is more applicable.

Which content marketing strategy is better?

There is no end-all and be-all among the two. When it comes to publishing valuable content online, there isn’t a right or wrong answer as to which strategy is better. In many cases, it’s wise to utilize both strategies. What’s most important is that the content you publish is informative, useful and up-to-date.

Whether you choose creation or curation, or a combination of both, here are some tips to help you make the most of your content marketing strategy:

  • Publish most of your original content on your own website or blog.
  • Publish your content in other mediums/channels like YouTube, but concentrate your efforts on those that produce a high ROI.
  • Utilize social channels like Twitter, Facebook, Google+ and LinkedIn. This will make it easier for more people to find your content and it’ll also provide an indication to search engines that you’re publishing content.
  • Do not violate any copyright law or act against the spirit of copyright and intellectual property.
  • Optimize your content to gain the highest possible visibility in search engines. Optimizing will increase the likelihood of search engines picking up your website or blog in search results.

Read More: what you need for a well-optimized website

The bottom line is you have to closely examine what’s prevalent in your industry and the pulse of your market. In many ways, curation is also a form of creation. Collecting high quality, relevant content isn’t as easy as it sounds. You have to invest the time and effort just as in creating original content.

Becuase keeping track of all this content can be difficult, we recommend using a content calendar to stay organized.

Have more questions about content curation for your social media accounts? Leave a comment below and we’ll be sure to respond!

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Liz Hersh

I'm the founder of Hersh PR and Marketing, a boutique digital marketing agency. Our work helps companies grow leads and increase revenue.

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