Most entrepreneurs realize by now just how valuable content can be. With excellent content, you can improve your reputation, attract more people to your website and ultimately score more conversion. What’s more, your content can work synergistically with a variety of different marketing and advertising strategies. You can use it with email marketing, social media marketing and even paid advertisements to foster a better environment for your brand.
But your burden as an entrepreneur shouldn’t solely be content creation. Instead, you should employ a mix of tactics from both content creation and content curation — related yet distinct concepts that synergize effectively.
Let’s start by defining the differences between content creation and content curation.
Content creation is pretty straightforward. It’s the act of creating new pieces of content from scratch. For example, you could hire a writer to create an eBook for your brand or use your in-house graphic designer to come up with an infographic. These are original works created specifically for your strategy and they can be shared in a number of ways.
Content curation, by contrast, is the process of finding content already in existence and modifying or manipulating it to suit your brand. Depending on your goals and the type of content you’re after, this could mean sharing someone else’s content on your social media platform of choice, adding your own commentary to someone else’s blog post or even cultivating fan submissions from your customers.
There are several advantages to content creation, including:
However, there are also advantages to content curation:
Relying exclusively on curation or exclusively on creation will yield you inferior results, compared to utilizing a blend of both. These strategies also feed into each other, enhancing each other’s positive effects. For example, as you create more original content, you’ll develop a stronger reputation as an authority in your space; with this stronger reputation, you’ll find it easier to reach out to other content creators and collaborate on shared material. And curating more content exposes you to a diversity of different perspectives and opinions, which you can use as research to fuel your own creations.
If content is a centerpiece of your online marketing strategy (as it should be), you should take the time to discover the merits of both content creation and content curation — and use both as integral components of your campaign. The balance will look different for every brand, but almost any company can benefit from these strategic additions.
Originally appeared in Entrepreneur