What Is the Difference Between Original Content and Curated Content?
Today we’re going to examine the pros and cons of original and curated content, but first, let’s gain a shared understanding of the differences between the two. Whenever asking a question like this, it’s best to break things down into neat definitions and then work from there.
- Original Content: Developing and distributing new and innovative content that is unique to your brand and organization and created by current employees or partners. This content can focus on either your unique products and services or industry-specific thought leadership material (although we recommend focusing heavily on the latter).
- Curated Content: Appropriating existing content that is related to or aligned with your industry, mission, or perspective and then distributing that content (with attribution) on your website, social media platforms, and automated email drip campaigns. This content will usually include mostly thought leadership assets, but if someone is out there singing your praises, by all means, share that with the world!
Simply put, original content is that which you and your team have personally created, whereas curated content is borrowed from others within your niche or industry — always with distinct and prominent attribution.
Pros and Cons of Original Content
In this marketer’s opinion, all things being equal, developing original content will always win out over curating existing content, but it’s never that simple. Since there are just so many variables at stake in any discussion of original vs. curated content, we decided to break down several advantages and one considerable drawback of each and allow you to come to your own conclusions.
Pro: Develop Original Content to Promote Brand Awareness
For new companies, developing a strong and recognizable brand is paramount. And for established companies maintaining and improving on their existing brand is just as important. Regularly creating and distributing original content that warmly and accurately reflects your organization and your brand is a great way to develop trust with prospects and customers alike, while also helping you become a household name with new audience segments.
Pro: Drive Website Traffic With Original Content
As the master hub for all of your marketing activities and initiatives, your website is your most valuable asset. But if you’re not consistently ranking high for keywords related to your brand, products, and services, you’re missing out on valuable inbound traffic and a golden opportunity to direct potential consumers to view everything you have to offer. Creating original and high-quality content in the form of webpages, blogs, success stories, and videos can help you achieve great positioning on search engine results pages (SERPs) to drive more traffic with longer time spent on the page and more conversions (sales, form fills, etc.).
Pro: Original Content Places You in a Thought Leadership Position
Modern content marketing is all about thought leadership. This content highlights your knowledge and expertise within your field to support more informed purchasing decisions and showcase you as an innovative force that’s ahead of the competition. Building compelling and visually engaging eBooks, infographics, and webcasts that are focused on educating your consumers will help you position your organization as true experts in your industry — allowing you to guide prospects through a more gentle and informative customer journey that builds trust and gradually leads to more closed deals.
Pro: Create Original Content to Generate Demand
Modern consumers don’t want to give away their valuable contact information for free; there’s just too much digital noise out there, so marketers have to give them a compelling reason to turn up the volume. By offering “free” original content in exchange for contact details via form fills (email, phone number, business size, etc.), unknown prospects are far more likely to convert. This is especially true for pay-per-click campaigns, which is an area where you could waste a lot of your budget if you don’t have valuable collateral to entice users to take your desired action.