Content Marketing: Creation vs Curation.

Content Marketing: Creation vs Curation.

Organising content can be overwhelming for businesses big and small, especially if you’re just starting out. Understanding the difference between (and how to use) different types of content is a simple way to breake down a challenging marketing component. Once you've got a sound understanding of the basics, you'll be able strike an effective balance between content creation (original content) and content curation (sharing existing content). Content coordination is a sure-fire way to take your marketing to the next level. 


Back to Basics.

Keep these two points in mind when coordinating your content.

Tone: your business needs a voice and it’s easy to get muddled, so make sure you’re clear on the ‘feeling’ of your business. Are you corporate? Conversational? Serious? Light-hearted? Emotive?

Message or purpose: what does your business set out to do? What values does it reflect?
Make sure you have the basics sorted. Take a look at our branding blog for more information.


Content Creation.

Creating original content is a great way to develop and maintain your bigger brand story. A bigger brand story moves beyond solving consumer problems with product solutions; it's about providing consumers with a window into your world. Original content should be aspirational, informative, and most importantly be valuable to your target audience. 

Aspirational content: aspirational content is all about sharing the positive consequences of using your product/service. It's an opportunity to show customers what they can be a part of, what they'll get, and what it means to be a part of your brand. Be sure to keep focused and include only brand relevant content.  

Informative content: keep up to date with the latest topics and trends in your industry and share your knowledge customers and clients. A well researched blog can position you as an expert in your field and is an effective way to engage customers without overtly 'selling' your product/service. Using social media to share tips and tricks related to your product/service in visually engaging formats is a great way of creating bite-size pieces of original content that will add depth to your brand, plus they're great for driving customers back to your website. 

Content marketing represents the gap between what brands produce and what consumers actually want.
— Michael Brenner

Content Curation

Discovering and sharing the latest industry news and advice is a cost-effective way of boosting your digital content. Not only does it ensure that you are actually up to date with changes, trends and topics in your industry but it also positions your brand in the bigger industry conversation. Sharing existing content (and importantly crediting the original source) exposes your brand to a wider consumer audience and provides an opportunity to capture the attention of other industry experts, who will hopefully return the favour. Keep engaged with your audience; share your thoughts on the articles you share, the information you discover or the quotes you use - why is it important, relevant or interesting? Remember, if customers are visiting your site or following your posts it's probably because they want to know what you/your brand thinks. 


Next Steps

Now that you have a solid understanding of original content and curated content, you're ready to put everything you know into action - with a coordinated content marketing plan. Posting schedules will vary depending on your industry but regardless of where your business sits, you'll need to keep a few things in mind when coordinating your content:

Flexibility - plan ahead, but be prepared to post, share, update, and create time-sensitive content

Major events - keep a note of industry relevant (e.g., if you sell car accessories you should know when major car races are on) and non-industry specific events (e.g., Christmas). Events are great opportunities to create original content (you can do this ahead of time) and share curated content (usually at the time), plus your target audience are probably super interested and already primed for the topic - they'll be on the lookout for relevant and valuable information - so make sure you put your spin on it!

Make a plan - like we said, posting schedules will vary but mapping out a typical week and filling in the blanks in advance will help to keep your content coordinated. Creating and curating is hard work and often time consuming, the last thing you want to see at the end of the week is a mismatch of topics, too many of one type and not enough of another or that you've strayed too far from your brand identity. Think about creating a single piece of content (e.g., a blog) and then teasing it out or breaking it up into smaller chunks of information you can share across multiple platforms. Then fill out the week or month with relevant curated content. And don't be afraid to rework your original content and use it again!

Overwhelmed at the thought of creating, curating and coordinating your content? Our Marketing Concierge team are here to help! With designer, copywriters, social media experts and project management services all in one place and ready to go when you are, the j9etc. Marketing Concierge service is a truly stress-free way to manage your content marketing. Contact our team today and let's get started!