Let’s face it. If your brand is too self-promotional in its created content, it’s going to turn off many people (however fabulous your blog posts might be!). But how do you balance content curation while still creating unique content?
Content marketing involves generating unique content for your brand. While you may be writing about a subject that many people tackled before, it is always possible to cover an old topic in a new, exciting way.
Content curation, on the other hand, is the act of collecting and sharing content that relates to your products and services. In this way, you are contributing to the conversation, rather than strictly promoting your own brand. Content curation comes in many different forms, including RSS feeds, videos, infographics, songs, and pictures. Most news site use content curation to gather stories from a variety of sources.
By combining creation and curation, you can build strong relationships, generate a higher click rate, and make your content more relevant and useful to your consumer.
Posting links to 3rd party sites, as opposed to your own content, generates 33% more clicks. However, posting links to your own content results in a higher click-to-conversion rates by 54%.
On average, curators who link to 3rd party sites more than 75% of the time get 47.8 clicks per post, with .2% click-to-conversion rate and .10 conversions per post. When you link to your own content more than 50% of the time, on average you get 17 clicks per post, a 2.4% click-to-conversion rate, and .41 conversions per post. So does this mean you have to choose between high clicks per post or high click-to-conversion rates?
Instead, the trick is to figure out to find your sweet spot between linking to your own content and linking to 3rd party websites. The right combination leads to 38.4 clicks per post, 2.5% click-to-conversion rates, and .95 conversions per post!
Content curation is a skill, and just like any skill, it can be mastered. Check out our tips on how to optimize your own curation skills!
A successful combination of content creation and curation can be extremely beneficial to your brand. Whether you are looking to increase engagement in your readers, or you are interested in building relationships, a triumphant formula of original content, links to 3rd party sites, and links to your owned sites is crucial to your success.