We tackled blogs vs. podcasts. Then, trending content vs. evergreen content faced off on our blog. Now, we’re back with another fiery content debate: content creation vs. content curation. Is there one that’s better for your business? What’s the difference between the two, anyway? Read on to find out which one was crowned the winner.
What is content creation?
Content creation is a pretty big deal at Uncanny Content. It’s one of our core services we offer, and it’s probably my favorite thing to do for work (hey, Jess here!). There’s just something about creating a full-fledged blog, email campaign, or marketing guide out of one itty bitty, simple idea.
But let’s get back on track. What exactly is content creation?
We like to define it as the process of brainstorming, researching, and writing written or visual content to be shared with your target audience. Content doesn’t always have to be created from scratch, though. Giving existing content a makeover (or make-better, as our role models from Queer Eye call it) counts as content creation, too.
Oh, and content isn’t just the written word. It’s also podcasts, YouTube videos, infographics, ads — anything you create for your audience to consume.
What is content curation?
Content curation sounds really similar to content creation, but there are key differences. To curate means to “select, organize, and present” items, according to Oxford Languages. Think of a curator for a museum, who chooses works of art to display in a gallery.
To curate content, then, means to pick pieces of content and showcase them in a collection. And yes, that means sharing other people’s content on your website or platform.
Why in the world would you share other people’s content when you have enough marketing to do for your own stuff? Good question. Here be our answers three.
It’s not all about you
You might be afraid to share other people’s content because, well, what if your followers and blog readers ditch you for someone else? That may happen either way. You know what else might happen? Someone chooses to follow both you and that other brand.
We’re not saying you have to share your direct competition’s content all the time, but it doesn’t always have to be a battle between you and someone else. There’s enough space for all of us!
It saves time
We are all about time-saving techniques when it comes to content creation. You should definitely give long-form, evergreen pieces of content or sales pages or your website as much attention as they deserve.
But sometimes, you just don’t have the bandwidth to create content from scratch. Content curation still keeps your brand active and your readers engaged.
It positions you as an expert in your field
No matter how much content you produce or how much you know about your business, you can’t know everything. That’s why content curation is awesome — it fills in any gaps that your original content may have.
It also signals to your audience that you’re humble enough to know that you don’t know everything (and you don’t pretend to, which is gross).
Tips for trying out content curation
Sold on the benefits of content curation? Work it into your current content marketing strategy and see how it goes.
Always credit the source
Hold up. Is it even, like, legal to share other people’s stuff? You can share other people’s content if you have their permission. You can check a website’s terms and conditions policy to see what their rules are, or ask someone directly if you’re not sure. Either way, always give credit to the original person who created the content you’re sharing.
Our friend (and client!) Christina at The Contract Shop® has a great post about the legal ramifications of sharing other people’s blogs. We definitely recommend you check that out.
Add a personal touch
Don’t just share a link to someone else’s content without any explanation, comments, or opinions of your own. That’s not providing value to your readers and followers; after all, they can probably find that content on their own without your help.
Add your own unique insight when sharing content by considering questions like:
- What do you think about the content you’re sharing?
- Why are you sharing it? Personal reasons, it reminds you of something you experienced, you thought it was funny, etc.
- Do you agree or disagree with the main point the content makes? Why?
- What was your favorite quote or section in the content?
When you add a personal touch, you’re also encouraging your readers to keep the conversation going. Maybe they’ll share what you shared and add their own opinion. (Opinions are good for business, remember?)
Mix things up to keep it interesting
Creating an interesting mix of content takes consistency and thought. It’s much easier to take the lazy way out and only write blog posts, or only work on your social media captions, or only spend time on your emails.
Just as we recommend mixing things up when creating content, we also recommend doing the same when curating content. Keep things fresh by sharing all forms of content.
How do you get started? Collect pieces of content that speak to you, make you laugh, or inspire you as you come across them. You don’t even have to dedicate separate time to doing this.
If you’re like the Uncanny Content team, you probably save funny TikToks or posts you find on Instagram as you’re scrolling along. Do the same on Twitter and LinkedIn. On Pinterest boards. In discussion forums or Facebook groups. There you go — you’ve already started curating pieces of content.
Why not both?
So, which is for you, content creation or content curation? Why not both?
Like our last tip for trying out content curation, working both into your content marketing strategy shakes things up for your audience. Your original content should be the majority of what you share, but keep things interesting by throwing a little curating into the mix, too.