Content Curation or Article Writing: Which Is Better?
There are a lot of different ways to market a business online. Ask any digital marketing expert and you are likely to hear a long list of options including blog posts, informational articles, video content, landing pages, and even social media marketing. All of them are valid options for accomplishing different things. For the average small business owner, the primary means of content marketing usually boils down to blog posts and informational articles.
The reality of blogging and article content leads to a number of additional questions for small businesses. First, should a business handle its own writing or should it contract with third-party article writing services, like Edinburgh-based Connotations? Second, is it better to save money on article writing by going down the curation road instead?
Content curation is the practice of using the content produced by others via concentrating and categorising it on your own website. For example, consider a firm that specialises in financial advice. Their website might include a news page that offers only links to relevant industry related news of the day. Those links would be changed on a daily basis, if not several times a day, to keep readers engaged.
There are both advantages and disadvantages to curation. Likewise, there are advantages and disadvantages to contracting with article writing services. The best strategy for most companies is to do a little bit of both.
Articles as Original Content
The whole point of offering content on a website is to bring people back to that site as frequently as possible. The best way to think of it is in terms of the newspapers of old. People would purchase newspapers daily to keep up on the news. Miss a day and you would have missed a lot. That’s the kind of attention business owners should seek for their websites.
Putting out original articles is one way to do that. Articles, as content, gives a business opportunity to put forth its own opinion and insight on the topics of the day rather than constantly relying on others. Authoritative articles add an extra bit of legitimacy that can’t be gained through simple curation. Therefore, original blog posts and articles are a necessity for content marketing.
As for whether a business should contract with professional article writing services depends on company resources. Right from the start, it’s not helpful to produce articles and posts in-house if a company does not have anyone capable of producing high-quality content. Quality writing is a skill, and not everyone does it well. Second, every article and blog post written requires time that could be spent elsewhere. The company has to weigh whether it wants to put the time into in-house writing.
Curating Content on a Website
Having a full team of writers on staff would make it possible to fill news and blog sections of a website with fresh content updated daily. But how reasonable is that? Most small and medium-sized businesses simply don’t have an in-house writing staff. Curation offers the benefit of filling out content needs without requiring staff to do all the writing.
Curation offers the added benefit of others’ perspectives. This is especially important where blog posts and opinion pieces are concerned. The more viewpoints represented on a company’s website, the broader its appeal.
In the end, a combination of original and curated content is the best way to go. Therefore, the only question remaining is whether the business produces its own content or contracts with article writing services. There is a lot to be said for the latter.