When it comes to creating impactful content for your digital marketing efforts, there are two main strategies to consider: content curation vs content creation. These two approaches play a crucial role in establishing your brand’s online presence, engaging your audience, and driving traffic to your website. So, what exactly is the difference between content curation and content creation, and how can you leverage both to maximize your content marketing strategy?

Key Takeaways:

  • Content curation involves gathering and sharing relevant content from trusted sources.
  • Created content is original content produced within your organization.
  • A balanced approach is to share 40% created and 60% curated content.
  • Content curation helps grow your audience and establish your company as a trusted advisor.
  • Content creation allows you to position your organization as a thought leader and drive conversions.

What is Content Creation

Content creation involves developing new, original content tailored to engage a target audience. This process includes crafting blogs, videos, infographics, and more, requiring creativity, strategic planning, and subject matter expertise. The goal is to produce valuable content that attracts, engages, and retains an audience, supporting a brand’s digital presence and marketing efforts.

Benefits of Content Creation

When comparing content curation vs content creation, the benefits of creating content include enhanced online visibility, improved search engine rankings, and a stronger brand authority. Original content fosters trust, drives engagement, builds a community around your brand, and supports conversion and loyalty efforts. It’s essential for brands aiming to establish a significant digital footprint and engage with their audience meaningfully.

What is Content Curation

Contrary to content creation, content curation doesn’t involve making new content. Instead, it’s about sorting through existing online content and organizing it into a curated collection that aligns with a specific theme or interest. Curators add value by providing insights, context, or perspectives, offering their audience a relevant and informative content mix.

Benefits of Content Curation

In the content curation vs content creation debate, curation offers unique advantages, especially for brands with limited resources for constant content production. It allows for a consistent online presence, fosters industry relationships through mutual content sharing, and reinforces a brand’s thought leadership by keeping the audience informed on industry trends and insights. Content curation helps maintain engagement and educates your audience without the need for continuous original content production.

The Perfect Blend: Content Curation vs Creation

When it comes to developing a successful content marketing strategy, finding the perfect blend of content curation vs content creation is key. Content curation allows you to leverage existing high-quality content, saving you time and effort while providing diverse perspectives and establishing credibility. On the other hand, content creation gives you complete control over your message, allowing you to showcase your expertise, engage your audience, and differentiate yourself from competitors.

By blending content curation vs content creation, you can create a comprehensive and valuable information resource for your audience. Curated content brings in external sources, offering different viewpoints and a wider knowledge base. Created content, on the other hand, allows you to showcase your unique perspective, expertise, and brand voice. Together, they form a powerful combination that can enhance your content marketing efforts.

Through content curation, you can tap into the wealth of knowledge and expertise available in your industry. By selecting and sharing high-quality curated content, you position yourself as a trusted source of relevant information. This helps build credibility and trust among your audience, while also saving you time and effort in generating original content.

“The real power of content curation lies in its ability to provide your audience with a diverse range of perspectives, insights, and valuable resources. This helps establish your brand as a thought leader and trusted advisor in your industry.”

Content creation, on the other hand, allows you to showcase your expertise and creativity while engaging your audience at a deeper level. By producing original and unique content, you can tailor your message to specifically address the needs and interests of your target audience. This not only sets you apart from your competitors but also gives you complete control over your brand’s narrative.

Benefits of blending curated vs created content

To demonstrate the benefits of blending content curation vs content creation, consider an example from the fitness industry. A fitness blog may curate articles from renowned health experts on topics like nutrition, exercise, and mental health. This curated content brings in different perspectives and provides valuable insights to the readers. To complement the curated articles, the blog also produces original content such as workout routines, healthy recipes, and motivational videos. This created content engages the audience, showcases the blog’s expertise, and fosters a sense of community among readers.

Benefits of Blending Curated and Created Content:

  • Diversify your content offerings and provide a broader range of insights to your audience.
  • Save time and resources by leveraging existing high-quality content.
  • Showcase your brand’s unique perspective, expertise, and voice through original content creation.
  • Engage your audience at a deeper level and foster a sense of community.
  • Establish credibility and become a trusted source of valuable information in your industry.

By incorporating a blend of content curation vs content creation into your content marketing strategy, you can maximize the benefits of both approaches and create a well-rounded content experience for your target audience.

Content CurationContent Creation
Saves time and resourcesAllows complete control over the message
Provides diverse perspectivesAllows showcase of expertise
Establishes credibilityEngages the audience on a deeper level

How to Implement a Content Curation vs Creation Strategy

To effectively implement a content content curation vs content creation strategy, it is crucial to strike the right balance between curated and created content. Here are some steps to guide you in implementing this strategy:

  1. Determine the ideal ratio: Start by analyzing your industry and organization to determine the ideal ratio of curated and created content. This ratio may vary depending on your audience’s preferences and the goals of your content marketing strategy. Experiment with different ratios and make adjustments based on what resonates best with your audience.
  2. Curate valuable content: When curating content, focus on selecting high-quality and valuable content that aligns with your audience’s interests and values. Look for content from reputable sources and industry experts that provide unique insights and perspectives.
  3. Create valuable insights: When creating content, ensure that it delivers valuable insights, solves your audience’s pain points, and showcases your expertise. Provide in-depth analyses, thought-provoking ideas, and actionable tips that your audience can benefit from.
  4. Continuously monitor and analyze: Regularly monitor and analyze the performance of your curated and created content. Pay attention to metrics such as engagement, click-through rates, and conversions. This data will help you optimize your strategy and make informed decisions about what type of content resonates best with your audience.
  5. Find the right tools: Use content curation tools like Feedly, Pocket, or Scoop.it to discover relevant content from trusted sources. For content creation, consider using tools like Canva for designing visual content or Grammarly for enhancing your writing. These tools can streamline your content curation and creation processes.

Pros and Cons of Content Curation vs Content Creation

When it comes to content marketing, both content curation and content creation have their own set of advantages and drawbacks. Understanding the pros and cons of each approach can help you make informed decisions about the content strategy that best suits your needs. Let’s take a closer look at the pros and cons of content curation and content creation.

Pros of Content Curation

  • Time-saving: Content curation allows you to leverage existing content from trusted sources, saving you time and effort in creating original content.
  • Diverse perspectives: By curating content from various sources, you can provide your audience with a broader range of insights and opinions.
  • Establishing credibility: Sharing valuable curated content positions you as a reliable source of information, establishing your credibility within your industry.
  • Building relationships: Curating content from industry experts and thought leaders can help you foster valuable relationships and collaborations.
  • Engaging your audience: Well-curated content that resonates with your audience’s interests can drive engagement and foster a sense of community.

Cons of Content Curation

  • Limited originality: Curated content may lack originality, as it is sourced from external parties rather than being created from scratch.
  • Potential inaccuracy: Depending solely on curated content can sometimes lead to inaccuracies or outdated information, as you have limited control over the content’s quality.
  • Overreliance on external sources: Relying heavily on curated content can make you vulnerable to changes in those sources, impacting the stability of your content strategy.
  • Lack of control: While content curation gives you the freedom to select and organize content, you have limited control over the original messaging and delivery.
  • Reduced SEO impact: Curated content may not have the same SEO impact as original content, as search engines prioritize unique and relevant content.

Pros of Content Creation

  • Complete control over your message: Creating original content allows you to have full control over the messaging, tone, and branding, ensuring consistency with your overall strategy.
  • Building a loyal following: Engaging and unique content can attract a dedicated audience and build a loyal community around your brand.
  • Fostering a strong brand identity: Content creation provides an opportunity to showcase your brand’s personality, values, and expertise, helping you stand out from competitors.

Cons of Content Creation

  • Continuous content generation: Creating original content requires constant effort and resources to consistently produce valuable and engaging content for your audience.
  • Potential for a full-time job: Managing an elaborate content creation process may demand a significant time investment, potentially requiring dedicated personnel.

By considering the pros and cons of both content curation and content creation, you can develop a well-rounded content strategy that combines the strengths of each approach, maximizing your reach and impact.


Both content curation and content creation are valuable strategies in content marketing. The choice between the two depends on your specific goals and resources. With content curation, you can leverage existing content from trusted sources, saving you time and resources while providing diverse perspectives to your audience.

On the other hand, content creation offers complete control over your message, allowing you to establish your brand identity and engage your audience on a deeper level. By producing original and unique content, you can differentiate yourself from competitors and showcase your expertise.

The key to a successful content marketing strategy is finding the right balance between curated and created content. By blending the two, you can provide a comprehensive and valuable information resource for your audience, catering to their interests and needs. This approach allows you to enhance your digital marketing efforts and achieve your marketing goals effectively.

In summary, both content curation and content creation have their merits. By implementing a strategic blend of curated and created content, you can optimize your content marketing strategy and maximize its impact on your target audience. Take advantage of the strengths of both approaches to build a strong online presence and drive engagement with your brand.


How can I determine the right balance between content curation vs content creation for my brand?

The ideal balance of content curation vs content creation depends on your brand’s goals, resources, and audience preferences. Start with a 60% curated to 40% created content ratio and adjust based on audience engagement and feedback. Analyze metrics such as engagement rates, website traffic, and conversion rates to refine your strategy.

What are the best practices for content curation to ensure it adds value to my audience?

Focus on quality over quantity by selecting content that is relevant, insightful, and aligns with your audience’s interests. Always provide your own commentary or perspective to add value. Credit the original source to maintain credibility and avoid copyright issues.

How can I create original content that stands out and engages my audience?

Understand your audience’s needs and interests through research. Use unique angles or perspectives, incorporate storytelling, and ensure high-quality production. Engage with your audience by inviting feedback and fostering discussions around your content.

What tools can help streamline the content curation process?

Tools like Feedly, Curata, and Pocket can help you discover and organize content from various sources. Social media listening tools like Hootsuite or BuzzSumo can also be valuable for finding trending content related to your industry.

How does content curation impact SEO compared to content creation?

While curated content can drive traffic and engagement, it may not offer the same SEO benefits as original content, which can be optimized for specific keywords and generate backlinks. However, a well-curated content page with original commentary and insights can still rank well and attract organic search traffic.