There are two primary ways to share content with target audience in today’s age of influence:
- Promote original content that is written by your brand, business, or cause
- Curate content from other sources that you think benefit your audience
For most organizations, finding the balance is tough. Brands that focus solely on content creation are like the people who only talk about themselves on a first date – talk about a turn-off. Brands that focus solely on curating content never figure out how to drive traffic to their website to convert business – which is the purpose of content marketing.
The benefit in finding the balance
How do you find the right balance between creating original content and curating content from other sources?
Brands that employed a balanced strategy of content creation and content curation see a conversion rate that is ten times greater than brands that primarily curate content and two times greater than brands that primarily share original content.
Creation vs. Curation – How to find the balance
After digging into the numbers, Jay found that the the optimal balance for most organizations is to link to your own content between 25 and 50 percent of the time, with 40 percent being the ideal mark.
But how do you maintain the balance without having to keep a running tab of everything you share in your head?
This is the number one reason brands, businesses, and causes need a content marketing system. If you try to keep track in your head, you’ll fail. It could be something as simple as organizing the social media updates you’re going to share next week and make sure that 40 percent of them direct back to your website. Another possibility is to use a social media score card like this one created by Bill Seaver.
Find whatever system works best for your organization and go with it. Shooting from the hip is a terrible strategy. If you want to hit the “sweet spot” of content creation and curation, your efforts need to be grounded in a process that can be assembled, managed, monitored, and measured.
What balance of creation and curation does your brand, business, or cause employ? Have you ever adapted your strategy to see if there’s a better balance?