Like any garden, growing a business takes time, effort, and a touch of magic. Possibly a smidge of WD40, or even eye of newt*, depending on your soil. Both created content and curated content have a place in defining your business persona in a crowded marketplace.
Let's sort out the difference.
Created content is just what it sounds like—original contect created by your business. This might be newsletters, conference materials, blog posts, videos, or social media posts. Created content positions your business as a knowledgeable source in your industry. It also drives traffic to your website, which is never a bad thing.
Maybe you are a Life Plan Community looking for ways to share the good news and local happenings with residents and staff. This original content you create helps define the living experience happening in your community, drawing interest from both existing and prospective residents and staff. Is this a place I want to live? Would I want to work there?
Curated content is the partner of created content. Curated content means you select relevant and appropriate content from other sources to share on your channels. Curated content plays a different but important role; in connecting with other trusted resources and sharing their good news or information, you show that you are more than an advertiser. You are part of a community that shares goals, values, and ideas.
Both created content and curated content play important roles in defining your voice and organizational values. Thinking about your corporate identity is like planting seeds in a garden: they grow with deliberate care into a thing of beauty for everyone to enjoy.
*No newts were harmed in this blog post. Eye of newt is a pseudonym for mustard seed. Also do not use WD40 in your garden.
