An effective social media strategy requires a balance between content creation and content curation. This blog explores how brands can leverage both to build a robust online presence, engage audiences, and establish thought leadership.

Understanding Content Curation vs. Content Creation

• Content Creation: Involves producing original content that reflects your brand’s voice and values.
• Content Curation: The process of gathering, organizing, and sharing existing content from external sources that is relevant to your audience.

Benefits of Each Approach

• Content Creation: Strengthens brand identity, showcases originality, and drives engagement through unique perspectives.
• Content Curation: Saves time and resources, helps build networking opportunities with peers, and provides added value to your audience by diversifying the content mix.

Balancing the Two

• Define Your Ratio: Depending on your resources and goals, find the right mix; a common balance is 60% created content and 40% curated content.
• Audience Needs: Always consider what your audience finds valuable—mixing insightful original content with curated links and industry news can cater to broader interests.
• Consistent Branding: Ensure that all curated content aligns with your brand’s tone and values, even when the content comes from external sources.

Tools and Resources

• For Creation: Tools like Canva and Adobe Spark help create high-quality visuals; platforms like Hootsuite and Buffer assist in scheduling and analytics.
• For Curation: Use tools like Feedly and Curata to discover and manage content that can be shared with your audience.

A strategic mix of content creation and curation can significantly enhance your social media presence. By providing a combination of unique and insightful content alongside carefully selected curated pieces, brands can engage their audience more effectively and build a reputable online presence.