Created and curated: Why a mix of the two is the perfect combo


Created or curated – that is the question. Here at Q, we think you need a bit of both.
You’d be forgiven for not knowing what the difference is; after all, surely all content is created?
Created content is original content that has been produced by your own company or by an external agency. It means that you own the content, and more importantly, it means the material you share on your blog, website, social media, etc., is truly representative of your company’s thoughts and insights. Posting original content positions your company as an authoritative voice in your field.
Curated content is content that you’ve found from external sources, that’s relevant to your industry and your readers’ areas of interest, shared on your online platforms.
It might seem counter-intuitive to share content that will promote other businesses, but it can be a great way of fostering relationships.
Some combinations are made for each other; bacon and eggs, steak and chips, public transport and face masks… Just like these classic combos, a mix of created and curated is a content pairing made in heaven. Your audience gets to know who you are in the original content you share, but the curated content keeps your content flowing on a regular basis.
Analysis by Convince & Convert found that having a balance between the two types leads to a better performance than those focusing on just the one. Companies in the ‘balanced’ group – businesses that use curated content 50-75% of the time – see 20% fewer clicks than those that use just curated content, but conversions are 10 times higher. When compared to created content, balanced saw more clicks and a higher conversion rate.
Created and curated content both serve very different purposes. If you limit yourself to just one, you’re missing out on a number of valuable opportunities. If you need help getting the balance right, get in touch with us today.
Ben HollomJune 29, 2020