Having a steady flow of engaging and valuable content is a constant challenge for most businesses and brands.
The time and effort required to produce incredible Facebook updates, powerful tweets, stunning pins, captivating videos for YouTube, and longer format blog posts is a challenge that many businesses find overwhelming.
Social media and content marketing require incredibly hard work if you are going to experience the full benefits they have to offer. That’s just a fact.
A result of businesses coming to this realization, I’ve found that many turn to content curation as their primary method of feeding their content pipelines. There’s a ton of great content being published all the time about every imaginable topic, so why not share that with your audience? Right? Well, there are drawbacks to this.
While you might assume that based on what I’ve just written I’ll be going on to preach the virtues of content creation, there are actually pros and cons to exclusively applying one approach over the other to engage your business’ audience.
Before I get to providing a recommendation about creating versus curating your business’ content, I think it’s worth exploring the pros and cons of each.
The benefits of content creation are numerous to say the least.
… and on.
On the flip side, there are many reasons that keep some businesses from creating their own content on an ongoing and regular basis. And these reasons are completely legitimate. Again, not a comprehensive list, but here are some of the downsides.
Finding relevant content to your business, posting it to your social media channels, and engaging with your audience around other organizations’ content can be amazing for your business’ social media channels for reasons of its own.
Similar to just about anything in life that is relatively easy to do, curating content as your business’ primary method of engagement on social media has its drawbacks.
WHAT TO TAKE FROM THIS
Creating unique social media content for your business, and curating relevant content for your audience, are both valid approaches to filling your content pipeline. This said, there is no single approach that will yield the best results.
You may want to experiment with the balance of content you publish that is created by your organization versus curated. Factors that influence this ratio are likely to include the time and resources you have to put toward creating unique content, the level of organizational support you have for social media and content marketing, the value that can be gained by developing relationships with other content creators, and your business objectives to list a few.
Providing your audience with a healthy and manageable mix of uniquely created content and curated content will maximize your ability to consistently provide value to them while also demonstrating what your business is all about.
Do you find it is typically your unique content, or curated content, that your audience is most interested in? How do you balance the content you create with the content you curate? What keeps you from either creating your own content, or including curated content as part of your social media strategy?