• Robin Kastengren

Original and Curated Content: Finding the Balance

Finding the right mix of original and curated content will help you reach your goals without burning out.

Content marketing is all about getting the right materials to current and future customers so they not only have the information they need to feel confident about buying a product or service, but also want to purchase it from you. Of course, creating original content on a continual basis is exhausting. Finding the right mix of original and curated content will help you reach your goals without burning out.

Original Content

The key to your overall success lies in original content. When you create it, everything within it is yours including the ideas, opinions, conclusions, and recommendations. Original content helps people to see you as a leader in your industry, an expert at what you do, and it helps them feel confident that you are a good choice.

Distributing original content on a regular basis also shows people that you are an active company. If all your original content is six months old, people may wonder whether you are actively involved in your marketing or if a robot is doing all the work. (hint: people hate dealing with robots.)

Lastly, your blog and website are no place for curated content. Everything on your blog must be original or people will stop coming to you for news, help, information, and things to buy. It is ok to do occasional “roundup” type posts or lists, but be sure you add your own words with summaries, intros, and descriptions to give people a reason to get the information from you.

Curated or Shared Content

Sharing other people’s content can seem counter-intuitive to a content marketing strategy. If the idea is to draw more people to your website, how does sending them off to another website help? One of the biggest benefits of shared content is the ability to keep your social media feeds active while taking a break between content creation efforts.

When you share content, it does not have to be from your direct competitors, but it often should be from other leaders in your industry. If you are a small business, perhaps there’s a corporate “big guy” who can validate a few of your points or provide additional insight that consumers will respect because of their status.

The key to getting it right is to use it as a springboard for conversation. When you tweet a link, instead of simply giving the link, ask a question about it. “Have you read this? I think #8 is nuts, do you?” Share d content should also align with your content marketing goals. If you are a local shoe retailer, sharing content from the American Association of Podiatry that talks about foot health is good. Sharing a link about a sale at the store across town; not so much.

Taking the Pressure Off

Give your fingers a rest by sharing great content that will help you reach your content goals. Be sure to include plenty of original content as that is what leads to conversions while using curated content to keep the feeds active and educate customers

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