How can SME’s (small to medium-sized enterprises) cut through the noise by carving out an excellent slice of content for their niche?
Since the dawn of the Internet, creation and curation of content have been butting heads and causing debates. But I’m not here to fight for a side. Because really, most companies fall somewhere in the middle. That is, creating content that their audience will love, and curating content that they think their audience will find useful.
Let’s take a look at the good, the bad, and the ugly of content:
Creating Original Content
Okay, let’s start with the positives!
- Creating original content is a winner for SEO. Google loves seeing your site creating original stuff regularly, and bumps your rankings as a reward. This drives traffic to your site. Well worth it, don’t you think?
- Creating content can also help with lead generation – by giving away a freebie or two as a little bait for your landing page you can generate leads, but only if you have some original content to give away! Try a free e-book or a workshop.
- You have control over brand identity – every time you create a piece of content you can use your brand voice. Being a distinctive voice amongst the great noise of the web will make you stand out.
But while creating content can be highly beneficial to your brand and your website, there are a few drawbacks to note.
- Time is the first. Creating high quality, original content can be time-consuming, as well as costly. Everything has a price, but you have to decide whether that price is worth it or not.
- Creating original content can also put you at risk of being plagiarized (not so cool). Although most writers are willing to link to a source directly, there are those that are talented at “copying and pasting.”
Even though curating means that your work is not entirely original, it can be cost effective and save you time. And we’d all agree that these are two commodities that are well worth being preserved in your business environment. Let’s look at some of the other positives of curation…
- It builds relationships. Let me tell you why… When you share content from other online sources and they notice, they kinda like it! You’re driving traffic to their site and providing insight that you maybe never have had, for YOUR audience. If the online source that you shared likes your original content, they’re likely to give it a share too, creating a give and take relationship that’s mutually beneficial.
- Curation changes things up on your feed. No matter how fun or interesting your content is, we all look forward to a new tone, style, and images from time to time. Sometimes it’s good to let the spotlight shine on others and hand over the mic for a moment. This could keep your audience on their toes.
While there are some great benefits to content curation, it’s not all sunshine and happy days. Here are some downsides to watch out for…
- If you’re ONLY curating your content, you’ll end up with poorer SEO results than if you were creating.
- Your site traffic will also start to leak onto other sites. So what? Your audience might stop following you and follow the original source of the content instead. This would be a sad end to your content story.
So What’s Better?
The answer? A mix of both. Sure, there are companies that have made their fortune purely curating or purely creating. But for most of us wanting to market our businesses, we should create content on the topics where we know our sh*t. And for the topics, we know little about, curation is better; let the experts do their thing. – and praise them for it.