*This is an updated post
*This is an updated post
Many companies understand the value of content creation, but few dedicate a significant amount of time to the content curation process. Sure, social media is a thriving marketing industry, but it's rare to find brands that have a strategic curation strategy to make sure their content is getting shared while building relationships with others.
I have been at this content creation game for a long time, and whether its been in broadcast or digital, I have maintained that there is no substitute for awesome audience focused original content. The truth is, no matter what the medium, exclusively relying on original content is a costly endeavour.
Think about all of the channels you read and watch for content. Each of them create original content that they think you will engage with, but they augment that programming curated content. Obviously everything they publish or broadcast, whether original or curated must keep the audience in mind, but at the end of the day, if you're vying for your audience's attention, one could argue you are doing as much a service to them by offering curated content as you are by offering them original content.
Before you say, that this is just the model for large publishers and broadcasters, not niche ones, I'd argue niche ones curate even more content. There is no shame in that at all.
I get it. It's a battle out there for audience, and the competition has never been more fierce. Traditional media companies are trying to hang on and re-tool, the up and comers are trying to make their mark and somewhere in all of this, brands are re-deploying their resources to find their voice in the carnage. But more to the point: all of us want more connected and larger audiences. It's an exciting time and just when you think you have it all figured out, the game on a dime changes.
We hear news that one day Facebook is no longer the go to platform for a certain audience or that Twitter is ailing. It's bedlam, almost chaotic, and all any of us can do is make sure we're being strategic and hope that, through the noise of what is an undeniable time of instant gratification, we figure it out.
There are likely a few things you should do to ensure that you are reaching that audience through all the tumult. Believe me, none of this is monumental insight, I'm not that bright. It's just stuff I believe in and adhere to. Yeah, we're all starved for resources, time and money, but here are 6 ways to get smarter and more resourceful.
Mashable recently tackled the subject of Authors and Curators. At this year’s Mashable Connect conference, Mashable's chief technology officer Robyn Peterson spoke with Storify co-founder Burt Herman. Peterson posed the question: “Who’s going to have more clout in the future? Authors or curators?”