Created vs. Curated Content: Unraveling the Digital Marketing Dilemma

In today’s fast-paced digital landscape, content reigns supreme. It’s the fuel that drives digital marketing strategies, engaging audiences, and boosting brand visibility. When it comes to content, businesses have two primary options: creating their own or curating existing content. Each approach has its merits, and understanding the differences between them is crucial for crafting a successful digital marketing strategy.

Created Content: Nurturing Originality

Created content, as the name suggests, is content that’s entirely original and developed from scratch. Whether it’s blog posts, videos, infographics, or social media updates, this content is born from the creative minds within your organisation. Here’s what sets created content apart:

  1. Uniqueness: One of the most significant advantages of created content is its uniqueness. When you create content from scratch, you have complete control over its tone, style, and messaging. This allows you to tailor it precisely to your brand’s identity and target audience.
  2. Showcase Your Expertise : Creating original content enables you to showcase your expertise and authority in your industry. This can help establish your brand as a thought leader and build trust with your audience.
  3. SEO Benefits: Search engines favour fresh, original content. Regularly creating new content can improve your website’s search engine ranking, increasing your online visibility.
  4. Tailored Messaging: You can tailor created content to address specific challenges or questions your audience may have. This level of customisation can be highly effective in driving engagement and conversions.
  5. Branding Control: With created content, you have full control over the branding elements, ensuring consistency across all your marketing materials.

However, creating original content requires time, effort, and resources. It’s an ongoing commitment that demands a steady stream of ideas and creativity.

Curated Content: Leveraging Existing Resources

On the other hand, curated content involves gathering and sharing content created by others. This can include articles, videos, images, and more. Here are some key aspects of curated content:

  1. Time Efficiency: Curated content is a time-efficient way to maintain an active online presence. You can share valuable content from reputable sources without the need to create everything from scratch.
  2. Diverse Perspectives: By curating content, you can introduce diverse perspectives and voices into your digital marketing strategy. This can help keep your audience engaged and offer fresh insights.
  3. Audience Engagement: Sharing content that resonates with your audience can foster engagement and discussions. It shows that you are attentive to industry trends and your audience’s interests.
  4. Content Gap Filling: Curated content can fill gaps in your content calendar when you’re short on original ideas or resources.
  5. Curation Expertise: Becoming an expert curator requires skills in content selection and presentation. When done effectively, curation can be a valuable service to your audience.

However, it’s crucial to remember that curated content should complement your brand and resonate with your audience’s interests. Over-reliance on curated content can dilute your brand’s identity and message.

The Perfect Blend: Striking a Balance

While created and curated content each have their place in digital marketing, the key is finding the right balance. A successful content strategy often involves a combination of both:

  1. Create Original Content: Invest in creating content that showcases your expertise, aligns with your brand’s voice, and addresses your audience’s pain points.
  2. Curate Thoughtfully: Select and share content that adds value to your audience. Ensure it aligns with your brand’s values and complements your original content.
  3. Engage with Your Audience: Encourage discussions, comments, and feedback on both created and curated content. Engaging with your audience can enhance your brand’s credibility and build a loyal community.


In conclusion, the choice between created and curated content in your digital marketing strategy isn’t an “either-or” decision. Both have their merits, and a balanced approach can help you maximise the benefits of each. Ultimately, it’s about providing value to your audience and reinforcing your brand’s identity in the ever-evolving digital landscape.