Content Creation or Curation?

Content Creation or Curation?

October 31st, 2012

With the motto "Content is King" taking marketers by storm, many websites are realizing that it's more important than ever to have fresh, quality content on their websites at all times. But how can your site know whether it's best to create original content, or curate content that already exists? Here's a rundown of the differences, as well as strengths and weaknesses, of each.

Constantly creating content doesn't necessarily generate good rankings. If the content is 'thin', meaning that it isn't credible for some reason or another, Google will ignore it. According to a recent article from Search Engine Watch, the characteristics of good created content include:

  • Trustworthy
  • Written by an expert
  • Not duplicated with other variations on the same site
  • Free of spelling and style errors
  • Original
  • A valuable addition to the topic
  • Checked for quality standards to provide good user experience
  • Not mass produced
  • Edited well
  • Reflecting brand authority
  • Worth sharing
  • Not secondary to advertising

But not every website has the time and money to hire an industry expert to constantly and creatively churn out original content. Curation, on the other hand, is the art of repackaging original content into smaller, easier-to-read chunks. Good curation practices include these:

  • Plan and decide the related topics that you would like to curate.
  • Research the web for authority sites related to those topics.
  • Think and organize content like a librarian.
  • Focus on the niche audience.
  • Be consistent.
  • Add your own comments and opinions before sharing the resource.

In the end, curation can't exist without creation, but quality created content gets more visibility and outreach because of curation.

Creation is a creative process but curation is a logical and a scientific process. Curation involves assimilating content, filtering unwanted content, adding own opinions, and sharing the content.

So what do you think? Does your site curate or create content? Will you be shifting strategies soon? Let us know in the comments!