Content Curation vs. Content Creation! Tons of print out there about this topic, and a few fundamental questions emerge: (1) What exactly IS content curation? (2) What’s the difference between Content Creation and Content Curation? (3) Which is more important? (4) Is it true that “if you don’t have time or resources for creating original content, you should then use the cheaper, quicker, easier option of content creation”? (5) Is Content Curation really just a nice name for scraping and plagiarizing?
As Content Marketing practice matures and develops, it’s always “worth it” to keep answering these same questions, giving better, more creative answers. I have addressed some of these questions in previous posts, but today I just want to look at ONE of these fundamental questions: which skill, creation or curation, is more valuable in the digital space?
First: What is Content Curation?
In answering that basic question, I have to first say a couple words about what I MEAN by “content curation”. It is NOT “easy peasy”, for it is not a mechanical, machine-generated product that simply finds content already in existence, and provides a link to that content. Content curation, as I have defined it elsewhere, is the art of pulling together information, boiling it down, and presenting it in an easy-to-absorb format for the specific people that are most in need of having that information.
Heidi Cohen assembled 19 definitions of Content Curation, and here are my favorites:
Content curation is the process of using technology to identify sources of content, which are then filtered through human curator for editorial relevancy to a select audience, and then redistributed in a way that tells a story and keeps that audience engaged over time. Nate Riggs
Content curation is the process of choosing the most relevant information to meet your readers’ needs on a specific topic like a good editor or museum curator. Content curation requires more than just the selection of information. It’s the assembling, categorizing, commenting and presenting the best content available. Heidi Cohen
Content curation is the process of identifying the most relevant content on a subject, then sifting and sorting through to cherry-pick the gems that you think will provide the most value to your audience or like-minded people. Kelly Hungerford
Now: Why is Content Curation more valuable than Content Creation?
The bandwagon for Content Marketing is picking up more and more passengers every day, and it’s picking up speed. There are 2 million new posts published on the internet every 24 hours. Yeah; T W O M I L L I O N !!! Most of us are pretty good at using the search engines to find what we want, but we still spend a LOT OF TIME trying to find an authoritative voice that can boil down all the competing voices of the experts, and help us find the “bottom line” and the “golden nuggets”. The created content is out there already. But there’s just too much of it! Our readers are desperate to find somebody that will filter it for them, analyze it for them, prioritize it for them, bring it into one place for them, and draw out the most salient points for them. This is the real art of curation, and it’s only GROWING in importance.
Why is content curation more valuable? Because you want more than one guy’s opinion! You want more than one gal’s bias! You want somebody to save you time, and to show you, month after month, that you can trust them to bring you the best and make it simple for you to digest it. This is what content curation provides, and we’re only going to need MORE of it as the volume of content keeps increasing.