What’s Better, Creating or Curating?
Written by: Scott Baradell
There are some questions that can be debated for hours – the egg/chicken discussion, the meaning of life, whether or not blondes have more fun.
Perhaps the most important debate for content marketers, however, is the question of whether to curate or create original content.
The answer, my dear Bikini Marketers, is both.
Creating Increases Thought Leadership
Obviously, original content is the best way to build thought leadership and attract high quality leads, but there are several other major reasons all Bikini Marketers should create their own content.
The main reason, of course, is that writing your own content allows you to tailor your message to your target audience. Depending on your industry, you can be competing with hundreds, if not thousands, of other businesses. There are no doubt going to be similarities in the blog posts and social media updates you share, but only you can speak directly to your audience (or talk about your brand, for that matter).
Another appeal of creating content is the positive effect on SEO. Once you’ve established yourself as a thought leader, producing regular, unique content will only increase your authority with Google.
Finally, writing your own content gives your followers an incentive to stay connected with you. If all you offer is curated content, it would be more beneficial for them to follow other people and get the information direct from the source.
Curating Builds Blogger Relations
Don’t get me wrong. Curated content is a great resource and a huge time-saver. The key is to strike the right balance between original and curated content.
Unless your website is based around curating, the best way to share content from others is on social media. Post two or three quality links each day with a blurb that relates to your target market to get the most effective results. This will allow you to share more often than if you were only producing original content.
You can also use curated content as inspiration for a unique blog post. Think about creating a regular feature, such as a round-up of industry news with commentary, or how you can spin the blog post to target your followers and send a new message.
Another great benefit of curating content is the opportunity to build blogger relations. Establishing connections with other thought leaders in your industry can lead to higher levels of exposure and, if you play your cards right, the opportunity to guest blog.