With native advertising and sponsored content now being the tool of choice for so many leading brands, the debate is now moving to an advanced discussion of the choice of strategy.
One of the first decisions will be whether to create, or to curate your content. Are you going to write brand new material, never before seen or read, that takes a fresh approach? Or do you curate your content, making use of your own assets and changing the way you share them; the product guide from last year, that video from the YouTube channel or the images from your social media channels.
In the beginning there was creation
One of the plus points of creating content is the chance to take a new direction; perhaps you want to capture a different audience or talk about a new topic. Good quality, fresh content will always attract followers who are searching for answers or to be entertained with new ideas. As you own it you can share it as you like, potentially increasing the opportunity to convert passing visitors to genuine leads.
As always success will be down to the quality of the content, there’s no room for vanity publishing here. If the work is up to scratch and offers genuine value to readers and rewards them for their efforts, then content creation is a great way to build your own credibility as a source of expertise.
Curating the existing collection
Curating existing content works to a different set of rules; in this approach you are driving more value from those existing brand assets. It’s a skill that develops from not only knowing your market extremely well but also being able to predict how that market will evolve; in effect the brand itself is becoming a publisher.
For some sectors curating will be the most appealing, particularly in areas such as fashion, motor and travel, where there is already so much content out there. Why invent the wheel, right? But it’s important to make it your own and develop a consistent brand voice that you can use throughout all your materials.
Room for both
Your content strategy should of course always be linked to your business objectives. It’s important for advertisers to create new content so you can stay ahead as the source of expertise and continue to deliver more value and better solutions. Nevertheless curating content has its place too! Your success here will depend on the editorial skills you bring to selecting the right material and then how you present the whole.
Over the longer period, think of your complete content strategy like a loaf of bread, sharing slices of interest specific stories to the market whose interest you share.
So, the answer is definitely to use both. It may be creating, it may be curating, they are both very powerful strategies when applied in the right context.
At TAN Media, we create and curate content for a range of brands across almost every vertical. We want to share our expertise and data insights, so you can make the most of content and engage with your target market. We would welcome the opportunity to discuss your content needs to compliment your current brand strategy.