Content curation is a powerful marketing practice that is sometimes overlooked by some marketers. Original content is important, obviously, but should it make up the totality of your content strategy?
A content strategy has essentially two goals: 1) to provide value for your audience, 2) to do so in such a way as to achieve measurable marketing goals, such as improved traffic, leads, and SEO, etc.
Curation provides your audience with relevant, valuable information from different perspectives. When done right it delivers against all your traditional marketing goals—and saves you time and money. Curata research shows top marketers use roughly 25 percent of curated content in their overall strategy.
Matt Curtis, of Business2Community, thinks the split should favor curated content even more heavily :
...firstly, you content should be relevant to your audience no matter where it’s coming from. Secondly, you should be posting more curated content to interest your audience than original content.
Curation is a great means to power content channels and deliver against other sales/marketing goals. If you're not relying heavily on curation as a component to your strategy—such as the way Verne Global does—you should be.
Read more about curated content versus original content below.