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What Comes First, Content Creation or Curation?

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Flickr Photo by Carissa Marie

This is definitely not a chicken and egg question!   A debate in content marketing circles is whether or not you should simply focus on creating original content and forget content curation.   Let’s be clear as my fellow content curator, Jan Gordon, says:  There is no curation without original content.

I might qualify this a bit by saying, there is no curation with awesomely addictive social content!  And that means creating content – blog posts, tweets, Facebook updates, YouTube Videos – that is valuable and high quality.   Not sure if you have awesomely addictive content?   Noland Hoshino recently pointed to this excellent checklist from the Content Marketing Institute.

 

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Source: contentmarketinginstitute.com via Beth on Pinterest

 

But, remember don’t think content creation vs curation or as  is an either/or.  It is a both/and.

I might also add:  There is not social content creation with content curation.     Content curation, the process of seeking and making sense of the best content on your topic or issue from other content creators,  can be the foundation of a content strategy.   It can not only help you create original content, but also helps you builds your audience or network.

There are many other benefits to content curation – it can help build your staff expertise in a topic area, build thought leadership,  reduce mindless information consumption, and inspire  high quality original content.     While content creation and content curation are two different activities, requiring different skill sets,  there are a couple of places where they overlap.

Curated Content Formats

We know that content curation is much more than slapping together links or engaging in “push button” sharing with your circle of friends.   Professional content curation is making sense of the topic by researching what’s out there.  I like to think of content curation is going the library to research sources for your term paper!

This post from Social Examiner called:  26 Tips for Writing Great Blog Content is an excellent example of a blog post that is curated from many resources.     I’m being a little ironic pointing out an example that includes lots of excellent resources and links to how to create awesomely addictive content for your blog.    If your organization is writing a blog,  this post is worth 30 minutes of your time to sit down and to explore with your team.  You’ll come away with some very useful tips for taking your blog content to the next level, from the technical stuff like SEO to getting into the writing zone.    (There’s a very simple and useful blog editorial template)

Newsjacking

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Source: nonprofitmarketingguide.com via Beth on Pinterest

 

A big hat tip to Nancy Schwartz for curating on Pinterest this blog post from Kivi Leroux Miller summarizing David Meerman Scott’s e-book on Newsjacking which is well worth the $6.99.      Newsjacking is piggy-backing on timely news or Meerman points out “the second paragraph of a news story.”    It is done by creating original content that takes advantage of timely events that are getting mainstream media attention and providing your organization’s view or take on the topic and sharing it with your audience, including journalists.

Now, this is exactly what one does with curation on a day-to-day basis.   Once you discover related content, you describe giving it your point of view or relating it back to your organization’s programs.   A good curator will do with content that is not, at first glance, related to their subject (This skill is called “Transdisciplinarity,” or  ability to understand and translate concepts across multiple disciplines)

Kivi suggests making Newsjacking part of your staff meetings – because you have to be agile to be able to pounce on the news.  Leveraging current events as part of your content strategy – either by curating or creating original content – can also help your get more attention, but provide useful content for your network.

How are you creating awesomely addictive content for your organization’s strategy?   Is content curation or newsjacking part of your strategy?

24 Responses

  1. spacer Pam Osborne says:
    January 24, 2012 at 9:31 am

    Beth,
    Great graphic but can you help me understand the difference between an “h1″ tag and an “h2″ tag?

    Thanks,
    Pam

  2. spacer Beth says:
    January 24, 2012 at 9:41 am

    h1 and h2 are HTML tags for formating the size of fonts. It is a geeky way of saying – does the content have a title formatting with large, bolded font. Does the content have a at least two sub-titles formatted with font size smaller than title but bold and larger than text of post. Make sense?

  3. What Comes First, Content Creation or Curation? | Content Curation, Social Business and Beyond | Scoop.it says:
    January 24, 2012 at 10:18 am

    [...] jQuery("#errors*").hide(); window.location= data.themeInternalUrl; } }); } www.bethkanter.org – Today, 10:18 [...]

  4. Mix Curation With Socially Addictive Content - Here's How | SteveB's Social Learning Scoop | Scoop.it says:
    January 24, 2012 at 10:42 am

    [...] jQuery("#errors*").hide(); window.location= data.themeInternalUrl; } }); } www.bethkanter.org – Today, 10:42 [...]

  5. Community Management & WOM | Pearltrees says:
    January 24, 2012 at 1:26 pm

    [...] What Comes First, Content Creation or Curation? | Beth’s Blog I might also add: There is not social content creation with content curation. Content curation, the process of seeking and making sense of the best content on your topic or issue from other content creators, can be the foundation of a content strategy. It can not only help you create original content, but also helps you builds your audience or network. [...]

  6. spacer Jason Shechtman says:
    January 24, 2012 at 4:01 pm

    This is an excellent post! Lots of useful information; I really appreciate it. I’m doing something similar with my blog: I post the most recent news about grant awards and fundraising. I have a source where I get a couple minute jump on the mainstream (not as if grant awards are ever really ‘mainstream’), and I make sure I do what I need to do to make my followers happy! I was experiencing some confusion with the alt tags though; thank you for clearing it up!

  7. Mix Curation With Socially Addictive Content - Here's How | Scenario 25 club | Scoop.it says:
    January 24, 2012 at 4:50 pm

    [...] jQuery("#errors*").hide(); window.location= data.themeInternalUrl; } }); } www.bethkanter.org – Today, 4:50 [...]

  8. spacer Jon Loomer says:
    January 24, 2012 at 5:36 pm

    I’ve always seen content curation as something I should do, wish I could do better, and want to do more of. I think the reputation of curation is that it’s lazy, but in reality I feel it takes a lot more time to put together a well curated article than it is to create your own content without bringing in the thoughts of others. Curating is time consuming!

    If anyone has the magic bullet for doing it well and quickly, I’m all ears.

  9. What Comes First, Content Creation or Curation? | Future of financial advice | Scoop.it says:
    January 24, 2012 at 6:23 pm

    [...] jQuery("#errors*").hide(); window.location= data.themeInternalUrl; } }); } www.bethkanter.org – Today, 6:23 [...]

  10. What Comes First, Content Creation or Curation? | Social Media for Chambers | Scoop.it says:
    January 25, 2012 at 7:48 am

    [...] background-position: 50% 0px; background-color:#222222; background-repeat : no-repeat; } www.bethkanter.org – Today, 7:47 [...]

  11. spacer John Haydon says:
    January 25, 2012 at 7:48 am

    Beth – I love your analogy of going to the library. Bells went off for me (thanks!).

    One great way to news jack is to follow the Facebook Pages of peer orgs. When you log in as your page, all of their posts appear in your newsfeed (edgerank doesn’t apply when logged in as a page). When you find a great update to share, you can add your own take in the update.

    Nice job here!

  12. What Comes First, Content Creation or Curation? by Beth Kanter | Content Curation Tools | Scoop.it says:
    January 25, 2012 at 9:05 am

    [...] background-position: 50% 0px; background-color:#222222; background-repeat : no-repeat; } www.bethkanter.org (via @contentcurating) – Today, 9:05 [...]

  13. spacer Claire Axelrad says:
    January 25, 2012 at 9:42 am

    I can’t wait to spend some time with the newsjacking article. Have always thought we should do this more. Another terrific post. Thank you.

  14. Mix Curation With Socially Addictive Content - Here's How | Movin' Ahead | Scoop.it says:
    January 25, 2012 at 1:18 pm

    [...] background-position: 50% 0px; background-color:#222222; background-repeat : no-repeat; } www.bethkanter.org – Today, 1:18 [...]

  15. spacer Alex R. says:
    January 26, 2012 at 11:09 am

    Very useful info Beth! I love the step-by-step checklist insure you are creating valuable content. Creating useful and valuable content for your audience is so important and many companies do not understand that…

  16. spacer Elizabeth Cottrell says:
    January 26, 2012 at 11:36 am

    Great info…am intrigued by the newsjacking idea — if I wanted to monitor news items in certain industries or locales or by keyword, can you recommend a service or app (besides Google Alerts, of course)?

  17. What Comes First, Content Creation or Curation? | Public Relations & PR 2.0 Insight | Scoop.it says:
    January 26, 2012 at 7:21 pm

    [...] background-position: 50% 0px; background-color:#222222; background-repeat : no-repeat; } www.bethkanter.org – Today, 7:20 [...]

  18. Mix Curation With Socially Addictive Content - Here's How | Curadoria social | Scoop.it says:
    January 27, 2012 at 6:53 pm

    [...] background-position: 50% 0px; background-color:#222222; background-repeat : no-repeat; } www.bethkanter.org – Today, 6:51 [...]

  19. Long Distance Links – January 30, 2012 | Dialing 8 Project says:
    January 29, 2012 at 7:48 am

    [...] What Comes FIrst, Content Creation or Curation by Beth Kanter – Not just an answer, but a couple of short infographics to help move across the intersection. [...]

  20. The Lazy Person's Guide to Facebook Page Content Curation | Inspiring Generosity says:
    February 1, 2012 at 7:12 am

    [...] Beth writes: “Content curation, the process of seeking and making sense of the best content on your topic or issue from other content creators,  can be the foundation of a content strategy. It can not only help you create original content, but also helps you builds your audience or network.” [...]

  21. Getting the Most out of Great Content in Social Media | | says:
    February 1, 2012 at 9:25 am

    [...] steps every social media strategist needs to undertake. And Beth Kanter recently wrote about the debate between creating versus curating content, highlighting a checklist from the Content Marketing Institute on creating valuable [...]

  22. Mix Curation With Socially Addictive Content - Here's How | About Curation | Scoop.it says:
    February 2, 2012 at 6:11 pm

    [...] background-position: 50% 0px; background-color:#193834; background-repeat : no-repeat; } www.bethkanter.org – Today, 6:11 [...]

  23. What Comes First, Content Creation or Curation? | Curation and Libraries and Learning | Scoop.it says:
    February 3, 2012 at 5:15 pm

    [...] background-position: 50% 0px; background-color:#222222; background-repeat : no-repeat; } www.bethkanter.org (via @Steveology) – Today, 5:15 [...]

  24. What Comes First, Content Creation or Curation? | Digital Newspapers | Scoop.it says:
    February 3, 2012 at 6:35 pm

    [...] background-position: 50% 0px; background-color:#222222; background-repeat : no-repeat; } www.bethkanter.org – Today, 6:35 [...]

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