Is Curation the Easy Way Out for Content Marketing?

Averetek Channel Chat

There are many great reasons to adopt a website content strategy, namely to get better search rankings and more visitors to your site. From that point of view, let’s look at the options:

1. Original Content
What it is: You create it and you post it
Upside: You get ALL of the SEO value
Downside: It takes a lot of work!

2. Syndicated Content - Type 1
What it is: Someone else writes it and you post it
Upside: You get some SEO value and they get less
Downside: It’s boring and “me too”

3. Syndicated Content - Type 2
What it is: You write it and someone else posts it
Upside: You get SEO value and they get less
Downside: none to you

4. Curated Content
What it is: Someone else wrote it, you add an intro of your own and link to the original
Upside: both the original writer and you get some SEO value
Downside: none

Original content has obvious benefits, but today let’s take a look at content curation.

What is it?

Content curation is the process of gathering links to articles from different sources on the web and grouping them together in one blog post, email or newsletter. Usually the articles focus on a single topic and most often include an introductory paragraph, which is meant to paraphrase the content in an engaging way and entice readers to click through to the full article.

Content curation is a hybrid approach, and when done right it combines enough original and syndicated content to keep readers happy, and by proxy the search engines. It’s also a great way to breathe new life into old information and do some networking by giving credit to the source.

Sounds great, right? It is, as long as we keep in mind it’s just one part of a full content strategy, so don’t put all your eggs in that basket.

Recently, while chatting with a couple of marketing folks, one chimed in: “curation is faster and easier than creating original content.”

I don’t entirely agree. The ease and speed of curation versus writing depends entirely on how fast you write and how interesting you are. If you’re good at capturing and holding someone’s attention and it takes less than an hour or two to write a blog post, content curation is probably not “faster and easier”, and it certainly won’t help your SEO as much. However, if you already spend a lot of time consuming web content and have an easy way to store and sort links (like pearltrees), it might be easier to curate than it is to create new content.

So here’s my two cents: Think about your website content strategy from the audience’s point of view. Do what best serves them and try not to annoy folks with boring content no matter if it’s original, syndicated or curated. Boring content won’t gain followers.

I recently attended a round table where the facilitator threw out a statistic (and please don’t quote me on this since I don’t have the source): something like over 70% of website content goes unused. If that’s true, 70% of wasted content equates to an impressive amount of wasted time!

Take that as a reminder to check your analytics to see how much content is actually being viewed and audit it regularly to figure out what works best for your site. My point in throwing out that unquotable statistic is that untargeted, uninteresting or invalid content, no matter who wrote it, gets lost in cyberspace. Of course, the opposite is also true: good content rules the Internet.

If you can write, do it. If you can’t, find someone who can. If you have more time to read than write, use content curation as a tactic, and if you don’t have time for any of that, content syndication will help your website look bigger but it likely won’t help anyone find you.

A mix of all three is the best bet and taking the time to figure out which of the strategies yields the most new and return visitors and conversions can only be figured out through trial and error. Fortunately the web moves fast so the results of your efforts are seen quickly enough to react.


Averetek Channel Chat

Posted By: Averetek Channel Chat

For more than 15 years, Averetek has worked to put the power of our clients' brands into the hands of their channel partners, and in turn they see their business grow. Averetek offers award-winning channel marketing software and services that help companies grow through the power and scale of partners. Using our platform, our clients drive leads and win business to, through, and with their reseller partners.

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