When you have spent a good amount of time on social networking, among the very heated and highly debated issues is “content curation” versus “content creation”. There are pros and cons to each, and a few feel passionate about one over the other. There are those who sit on the fence and refuse to choose a side. Stand fence-sitters! It is important to have strong feedback on your content strategy, and do not be reluctant to share them with your own staff. While there’s certainly an argument for both, perhaps it is time that you put your foot and double-down on one side: “creation” or “curation“.

Let us start that “content creation” is the procedure for writing, documenting, and publishing your articles for your audience. And “content curation” is the aggregation of formerly shared and written content, to repurpose and share with your audience. So, why would someone pick among the other?

Creating Content

Making content is all about creating content that showcases your business’ expertise.

Why Do It?

When you produce your own content, you reveal your audience that you understand how to think through the issues your prospects are undergoing and provide them with the answers. You have the opportunity to say your perspective. Prospects can then determine if their view matches yours.

You can tailor your content to encourage the solutions you provide. The audience will then get a clearer idea of why they need to choose you over your competitors who deliver the same services.


  • It Generates Leads– If you’re creating content like an ebook, whitepaper or webcast as bait for the landing page then it needs to be original. By producing original articles, you can readily insert branded images, logos, links and most significantly CTA (Call to Action) buttons.
  • The Content Belongs To You– In case you are working at a strictly controlled business such as finance, then you need to be careful because there’s a fine line between curation and copying. Even sharing a connection from another company can make you open to a fine if you do not mention the source. When the information included in the links is wrong you might be held responsible!
  • It Drives Traffic– Google loves original content particularly if it’s useful and SEO (Search Engine Optimization) friendly. A fresh content can drive a lot of traffic to your website, but the fact is that it should be attractive and interesting as well.  
  • It Is On Brand– If you compose the content then it is going to reflect the image and value of your brand and voice.
  • Become a Leader– Simply by making your own content, images,  infographics, and posts you are becoming a leader that others wish to follow. This improves your image among your audience and further has a great effect on your business. It’s not easy to be a  leader but it definitely begins with thoughts and your content.


  • Time-Consuming — This is the largest negative of creating articles. It requires a whole lot of time and attempts to produce valuable content. If you’ve got a small advertising team, then this issue can be a big one to think about.
  • Expensive — In case you have to make an outside vendor for content creation, layout, or social media promotion, things could quickly get pricey.

Curating Content

Curating content is about uncovering content that others have created and bringing that content into a single stream for others to peruse.

Why Do It?

Nobody has the time and ability to cover every angle on any situation. Curating content gives you the ability to cover a set of subjects than you’d be able to cover on your own.

Moreover, you are provided by content that is curating with the chance to join with other thought leaders within your area. In addition, it shows you’re up-to-date with the hottest trends, research, and theories, even when you did not develop them yourself.


  • Time-Saving – Supplementing your articles with someone else’s articles lets you offer your audience with much more valuable information than you’d have managed to create by yourself.
  • Creating Relationships – Sharing someone else’s articles provides you with a chance to strengthen the connection between your business and that individual. This is particularly of key importance when you’re working with a media persona, analyst, or even influencer.
  • Amplifying Your Own Voice – Often once you share someone else’s content, then the author will thank you and/or repost your post. The writer might check out other content bits that you made and discuss them as well.


  • Loss of Traffic – When you share a link to somebody else’s website, you’re sending your visitors to someone else’s website and losing your audience.
  • Time-Consuming – It may be time-consuming to curate appropriate articles. Even though there are tools to assist you to find appropriate content to share (by way of instance, Buffer and Hoot Suite provide the capability to easily view an extensive range of articles on a particular subject ), you need to always click through the links. At least scanning the articles you’re provided with to make certain they genuinely contain the information you want to share with your audience.
  • Loss of Trust -Be sure you fully trust your resources. Your audience will stop expecting from you if you connect to untrustworthy sources.
  • Illegal – You don’t have to worry about sharing a social media post that contains a quote from somebody else’s piece of content. Do not produce a blog post or any content that rips large quantities of information from the first article unless you’ve got the appropriate permissions. Otherwise, it is plagiarism.

So, which is right for your organization?

Not to be diplomatic and be honest, the honest answer is; IT DEPENDS.  What works for us, may not work for you. You know your audience and intentions. What’s going to work best for you is what is best for the community, your viewers and customer. Bear in mind, you are writing for THEM, not for yourself. You can try both ones the techniques one by one or simultaneously and check out which one works best for you. The method by which you are able to keep your audience engaged, entertained and retain them is the one you should stick upon, be it creation or curation.

Posted on October 13, 2018 in Blog

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