The Great Content Debate: Should You Create or Curate?

14 Sept 2023

Content is the lifeblood of any successful brand, social media account, website or blog. But should you put in the time and effort to create original content from scratch, or curate and repurpose content from other sources? In this in-depth guide, we dive into the pros, cons, and best practices for content creation versus curation so you can decide what strategy is right for your business. 

Content Creation

When it comes to content creation, the power lies in the hands of the content creator. This approach offers complete control over how a brand is represented, enabling businesses to shape their identity and narrative according to their vision. By crafting original content, brands can foster creativity, showcase their unique perspectives, and establish themselves as thought leaders within their industry. 

The Pros and Cons of Content Creation

Producing original content gives you complete control over your brand's message and positioning. You can craft tailored messages and establish yourself as a true thought leader on any topic. However, creating high-quality content from scratch requires significant time and resources. It can be difficult to constantly come up with fresh, engaging ideas. You also run the risk of producing content that doesn't resonate well with your audience.

Content Curation

Content curation, on the other hand, takes a different route to captivate audiences. Rather than creating original content, content curators sift through vast amounts of available information to handpick valuable and relevant pieces for their audience. 

The Pros and Cons of Content Curation  

Curating existing content from reliable sources saves you time and effort. It exposes your audience to a diversity of viewpoints while helping your brand be seen as a trusted aggregator. Curation is also more cost-effective than paying writers. However, finding the right outside content to share without conflicting with your own messaging takes diligence. There is also less direct impact on search engine visibility.

Why Not Do Both?

Many brands implement a hybrid approach, focusing on creating some core pieces to establish authority while using curation to supplement more economically. A balanced strategy helps you gain benefits of both approaches. You maintain control while also giving readers a richness of curated ideas.

Putting It All Together

The best content approach depends on your objectives and resources. Regularly evaluate your strategy to ensure a mix of original and curated content. With the right balance tailored to your business, both content creation and curation can strengthen your brand online over the long run. Now get out there and start creating - or curating - compelling content for your audience.

Here are some considerations to help content creators find the right balance:

  1. Clarify your objectives and determine what you aim to achieve with your content strategy. Are you looking to establish thought leadership, increase brand awareness, drive website traffic, or engage with your audience? Different goals may warrant different approaches.
  2. Gain a deep understanding of your target audience, their preferences, and their information consumption habits. This knowledge will help you tailor your content strategy to deliver the type of content that resonates with them.
  3. Consider your resources, expertise, and available time. If you have a team of talented writers, designers, and creators, content creation might be a natural fit. On the other hand, if you have limited resources or time constraints, content curation can help you maintain an active online presence while providing value to your audience
  4. Strive for a balance between original content and curated content. Original content allows you to showcase your brand's identity, expertise, and unique perspective, while curated content provides diverse viewpoints and fills gaps in your content strategy. Finding the right mix can help you maintain consistency, engagement, and relevance.
  5. When curating content, be intentional in your selection process. Choose content that aligns with your brand's message, values, and the interests of your audience. Add value by providing context, analysis, or your own insights to enhance the curated material.
  6. Regardless of your chosen approach, actively engage with your audience. Respond to comments, encourage discussions, and seek feedback. Building relationships and fostering a sense of community around your content will enhance its impact and help you refine your content strategy over time.
  7. Regularly assess the performance of your content strategy. Track key metrics such as website traffic, engagement, social media shares, and conversions to evaluate the effectiveness of your approach. Use this data to make data-driven decisions and refine your strategy accordingly.


Content creation and content curation are two distinct approaches to capturing audience attention and establishing a strong brand presence. Each approach has its own benefits and challenges, and the choice between the two depends on your specific goals, resources, and audience. However, it's important to recognize that content creation and content curation are not mutually exclusive. Many successful content strategies incorporate elements of both approaches to maximize their impact. By understanding the strengths and limitations of each method and tailoring your content strategy accordingly, you can create a compelling and engaging content experience for your audience while achieving your business objectives.

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