It’s this year’s dilemma – should you generate fresh content or curate content that appeals to your audience? While curating content is definitely easier it may not be as effective as you think. Read on to learn more.
Why should you invest in content creation?
Own Your Content
By creating fresh content, you own your work. This allows you to decide the direction & distribution of your pieces as well as the quality of your work. Due to the electronic and archivable nature of online content – you can expect people to “discover” your content as consumable media while they traverse the web.
Your Voice, Your Leads.
Custom content allows you to focus on information that pertains to your audience. Looking for a way to weed out potential customers or clients that don’t make a good fit for your business? Look no further.
Content creation also allows you to subliminally (or even directly) market your products, business or brand.
Become an influencer in your Industry
The easiest (yet most difficult) way of the reaching your content marketing goals is to position your business as an influencer in your industry. What’s a better way to establish credibility in the eyes of your audience, than to show up on the digital channels that they are tuned to?
As your business develops a strong following — distribution of new products, promotions and sales campaigns become easier.
The ROI of Content Creation
The cost of content creation is significantly less than the cost of traditional outbound marketing strategies. While most outbound marketing strategies are a one time use, successful content pieces that you created can be regularly redistributed across all your marketing channels. Coupled with other online marketing activities like driving more organic search traffic or email marketing — content creation becomes incredibly powerful.
Content Curation is still important.
Know thy Industry, Inform your Audience
By curating content, you can keep your audience up to date with the on-goings in your industry. Did another company release a product that adds value to your product? Let your audience know!
Use Content Curation as a method to build relationships
By curating the right content, businesses can build relationships with other influencers and companies who have their own audiences. Cultivating these relationships can allow for greater reach and distribution in the future.
Much less work to do
This one is for all the DIY entrepreneurs and marketing managers out there. Creating fresh content can be time-consuming — here is where content curation shines. With all the content aggregators out there, finding meaningful content is no longer a time-consuming task.
Soo What Should I do… Create or Curate?
Both! Create content in order to further your marketing & sales goals. Curate content to fill in the gaps between your content creation strategy.
Before you go out there and start creating content – Establish a plan. Identify your goals, audience and the underlying messages behind each content piece.
If you haven’t done so already, build an editorial schedule for your produced content. This will help you plan out each custom piece in detail while allowing you to fill in the gaps with curated content.
Either or, Measure User Engagements
Tracking user engagements allows your to redistribute successful content that garnered a lot of attention the first time. Why not turn your created content into curated pieces?