In today’s digital world, people are overwhelmed by content. As a small business blogger or a corporate content manager, you’ve likely faced the ultimate question: Should you create original content from scratch or curate it from trusted sources? A balanced content strategy that integrates both creation and curation can engage your audience while driving meaningful results.

The Content Landscape

The content marketing world has evolved dramatically over the past decade. What once revolved around simple blog posts now encompasses an intricate mix of original pieces, videos, curated insights, and more. To build an effective content strategy, it’s essential to understand this dynamic landscape and make informed decisions.

The Benefits of Original Content Creation

Think of creating original content like crafting a unique piece of art—it takes effort, but the result is entirely yours. Here’s why it’s worth the investment:

• Establish a unique voice: Stand out from competitors with a distinct brand identity.
• Solve your audience’s pain points: Tailor your content to specific needs.
• Build authority: Position yourself as a thought leader in your industry.
• Generate long-term value: Original content can remain relevant and beneficial for years.

A great example is HubSpot. By committing to high-quality, educational content, they didn’t just grow a blog—they created a powerhouse that resonates with their audience.

The Strategic Value of Content Curation

Curating content isn’t just about sharing links; it’s about sifting through the noise to deliver value. When done strategically, content curation can:

• Save time and resources: Deliver consistent updates without overextending your team.
• Position your brand as a resource: Be the trusted hub your audience turns to.
• Foster connections: Build relationships with other creators and thought leaders.
• Offer diverse insights: Expand your audience’s understanding with a variety of perspectives.

Morning Brew’s curated newsletters are a masterclass in this. By transforming financial news into digestible and engaging snippets, they’ve built a loyal readership.

Building a Balanced Content Strategy

Audit Your Resources

Before diving into creation or curation, evaluate your capabilities:

• Time: How many hours can you realistically dedicate?
• Budget: What financial resources are available?
• Expertise: What unique knowledge does your team bring?
• Tools: Which platforms and technologies do you have access to?

Find Your Ideal Mix

Start with a 60/40 split—60% original content and 40% curated content. Monitor engagement and adjust as needed.

Align Content Types to Business Goals

• Lead generation may call for more original, in-depth content.
• Brand awareness efforts can benefit from curated insights.
• Educational initiatives often require a mix of both.

No matter the approach, ensure all shared content aligns with your audience’s interests and your overall content strategy.

Maximizing Created Content

Focus on Quality

Original content must provide unique value. Aim to:

• Conduct original research or surveys.
• Develop comprehensive guides.
• Share case studies from your successes.

Content Creation Tips

• Solve problems your audience faces.
• Support claims with real-world data.
• Maintain a consistent publishing schedule.
• Optimize for SEO, but never compromise on readability.

Repurposing content into various formats (like social media posts or videos) can also amplify its reach.

Mastering Content Curation

Effective Curation Techniques

• Theme-Based Curation: Group content around specific topics, adding your insights.
• Expert Roundups: Collect opinions from industry leaders while incorporating your perspective.

Add Value Through Curation

Curating isn’t just sharing—it’s contextualizing. For each piece you share:

• Highlight why it matters to your audience.
• Summarize key takeaways.
• Explain how it fits into broader industry trends.

Measuring Success

Use these metrics to evaluate both created and curated content:

• Engagement: Track time on the page, social shares, and click-through rates.
• Business Impact: Measure lead generation, conversion rates, and authority-building achievements.

Streamlining Your Content Machine

Systems and Processes

Efficiency is key. Develop processes for both creation and curation:

• Content Calendar: Plan themes, balance content types, and allow for timely opportunities.
• Quality Control: Set clear guidelines and review processes.

Future-Proofing

Stay ahead by:

• Watching industry trends.
• Experimenting with emerging formats.
• Building a robust content library.

Real-World Implementation

Start Small

Content excellence doesn’t happen overnight. Break it down:

• Weeks 1-2: Audit existing content, research competitors, and define your unique value.
• Weeks 3-4: Create templates, build relationships with sources, and test content formats.

Overcome Challenges

• Creation hurdles: Struggle with ideas? Keep a list of audience questions for inspiration.
• Curation challenges: Use RSS feeds or content aggregators to find high-quality sources.

Leveraging Technology

The right tools can make a world of difference.

• Content Creation Tools: Platforms for research, editing, and optimization.
• Content Curation Tools: RSS feed readers, social listening tools, and scheduling software.

Distributing Your Content

Different platforms require tailored approaches:

• LinkedIn: Share thought leadership and curated insights with a professional tone.
• Twitter: Use short, engaging posts to spark discussions and highlight trending topics.
• Email Newsletters: Combine original and curated content to deliver personalized value.

Building Community Through Content

Content should foster relationships, not just fill feeds.

• Engage Your Audience: Host Q&A sessions, share user-generated content, and encourage discussions.
• Seek Feedback: Use surveys to understand audience preferences and refine your content strategy.

Monetizing Your Content Strategy

Content isn’t just a brand-builder—it’s a revenue driver.

Direct Revenue

• Premium Content: Offer in-depth reports, exclusive interviews, or advanced tutorials.
• Sponsored Curation: Collaborate with brands for curated collections or roundups.

Indirect Revenue

• Generate leads through gated content.
• Build authority to secure speaking engagements or partnerships.

Scaling Your Efforts

As your content operation grows, consider expanding your team:

• Core roles: Content strategist, creators, curators, and editors.
• Support roles: SEO specialists, social media managers, and community builders.

Document processes to maintain consistency and scalability, including style guides and workflows.

Adapting for the Future

Stay innovative by embracing trends like interactive content and AI-assisted tools. These can help with everything from smarter content recommendations to personalized audience experiences.

Conclusion

The debate between curating and creating isn’t about picking one over the other—it’s about finding the right balance for your business and audience. A flexible, adaptable content strategy built on delivering genuine value will always win. Whether you’re crafting original content or sharing curated insights, focus on solving problems and resonating with your audience. By doing so, you’ll build a strategy that drives engagement, authority, and long-term business success.