Content Creation vs Content Curation: Which One Is Better for Your Digital Marketing Strategy?

If you are a digital marketer, you know how important it is to create and share valuable content with your audience.

But you also know how challenging and time-consuming it can be to produce original and engaging content on a regular basis.

That’s why many marketers use content curation as a way to supplement their content creation efforts.

Content curation is the process of finding, organizing, and sharing relevant content from other sources with your audience.

But which one is better for your digital marketing strategy: content creation or content curation?

In this article, I will explore the pros and cons of both methods and give you some tips on how to balance them effectively.

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Creation or Curation for Digital Marketers? Find out which path suits your brand best and explore strategies to weave both techniques into a winning content game plan | PHOTO: Freepik

What is content creation?

Content creation is the act of creating new, original material for your audience.

It can include blog posts, videos, podcasts, infographics, ebooks, social media posts, and more.

Content creation allows you to showcase your expertise, express your brand voice, and provide value to your audience.

It also helps you improve your SEO ranking, drive traffic to your website, generate leads, and increase conversions.

Benefits of content creation

  • Establish Authority and Credibility

Crafting high-quality and informative content showcases your expertise, positioning you as a reliable source of information within your niche.

  • Differentiate from Competitors

Through original content, you express your brand’s distinct personality, values, and vision, setting yourself apart from competitors.

  • Build Audience Relationships

Engaging and interactive content fosters dialogue, feedback, and loyalty among your followers, strengthening your connections.

  • Achieve Marketing Goals

Tailoring content to your audience’s needs attracts visitors, generates leads, and drives sales, aiding in the accomplishment of marketing objectives.

Drawbacks of content creation

  • Time and Resource Demands

Content creation demands significant time and resources.

Consistently producing high-quality, relevant content requires considerable effort and skill.

Often, you might need to enlist professionals like writers, designers, and editors to assist in content production.

  • Challenges and Competition

Generating original, resonant content can pose challenges.

Finding fresh ideas that connect with your audience proves difficult.

The content landscape is competitive, vying for attention and visibility amidst numerous creators.

  • Risk and Uncertainty

Content creation comes with uncertainties.

Expected outcomes might not materialize consistently.

Negative feedback or backlash from your audience or other sources can emerge.

Issues like plagiarism and legal concerns might arise, introducing unforeseen challenges.

What is content curation?

Content curation is the practice of collecting, organizing, and sharing existing content from other sources with your audience.

It can include articles, videos, podcasts, infographics, ebooks, social media posts, and more.

Content curation allows you to provide extra value to your audience by filtering and presenting the best content for them.

It also helps you save time and resources by leveraging the work of others.

Benefits of content curation

  • Content Calendar Enhancement

Content curation bridges content gaps.

By aggregating content from diverse sources, you maintain a steady online presence across platforms, alleviating the need to create everything anew.

  • Influencer and Expert Relations

Curating and sharing content from influencers and experts fosters connections.

Displaying appreciation for their work can capture their attention and trust, potentially paving the way for future collaborations.

  • Industry Insight and Updates

Content curation enables trend tracking.

By collecting content from various outlets, you stay informed about the latest industry news, insights, and advancements.

  • Educate and Engage the Audience

Curating pertinent, engaging content educates and entertains your audience. Sharing valuable, unique resources imparts information that’s both useful and interesting, catering to your audience’s needs.

Drawbacks of content curation

  • Perceptions of Laziness or Unoriginality

Content curation might be misconstrued as a lack of effort or originality.

Some individuals perceive it as mere copying or stealing, devoid of value addition or creativity.

  • Risk and Reliability Concerns

The quality and accuracy of curated content may prove unpredictable.

Maintaining control can be challenging, potentially leading to legal or ethical issues if proper credit or permission is overlooked.

  • Challenges and Overwhelm

Sifting through a surplus of content, some irrelevant or subpar is part of content curation.

Discerning the best content for your audience can be demanding.

Additionally, managing information overload or analysis paralysis is a potential challenge.

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Elevate your Digital Marketing game with this guide | PHOTO: Freepik

Why use created content vs curated content?

There is no definitive answer to which one is better: created content or curated content.

Both methods have their advantages and disadvantages depending on your goals, resources, audience preferences, and industry standards.

The best approach is to use a mix of both methods to create a balanced and effective digital marketing strategy.

Here are some tips on how to use created content vs curated content.

Leveraging Created Content

Utilize your expertise, personality, and value proposition through original and informative content.

Craft engaging material that resonates with your audience, addressing their pain points and offering solutions.

Select topics pertinent to your niche, ensuring relevance and value to your followers.

Incorporating Curated Content

Enhance your original content with curated material that complements rather than competes.

Curate helpful, interesting, and entertaining content, adding personal insights to increase its value.

Strike a balance by adhering to the 80/20 rule: Create 80% and curate 20% of your content.

The 3 C’s of Content Creation

Clarity: Convey your message using concise language to ensure clear communication.

Center of Attention: Capture your audience’s focus with visual aids like images, videos, or graphics.

Context: Provide timely and relevant information to keep your audience engaged and informed.

The 5 C’s of Content Curation

Collection: Handpick the finest content tailored to your audience’s preferences.

Categorization: Organize content into meaningful themes or categories for easy consumption.

Critiquing: Evaluate and ensure content quality and accuracy before sharing.

Conceptualization: Infuse your unique insights into curated content to add value.

Circulation: Share curated content with your audience through various channels.

By following these guidelines, you will strike the right balance between creating original content and curating supplementary material, ultimately delivering a well-rounded and engaging content experience for your audience.


Content creation and content curation are both important methods for digital marketing.

They can help you attract, engage, and convert your audience by providing them with valuable and relevant content.

However, they also have their pros and cons that you need to consider before using them.

The best way to use them is to balance them according to your goals, resources, audience preferences, and industry standards.

By following the tips above, you can create a successful digital marketing strategy that leverages both created and curated content.

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