We all know that in order to be an influencer and thought leader in your space, your business must constantly be sharing interesting and insightful content. But not all content machines are created equal. Each business has the option to use curated content, interesting ideas or articles created by others, or put out original content, uniquely created within your company. The amount of curated content versus created that makes up your strategy is directly tied to the amount of resources you have on hand. Here’s how to find the content mix that’s right for your business.
You don’t need a lot of resources to share great content
Many people assume that in order to develop a solid content strategy, you need a large amount of resources to churn out original content. But there’s no reason to bench yourself from the content game just because you can’t deliver mind-blowing blog posts on a regular basis. If have a Twitter feed that is entirely comprised of curated content, that’s a perfectly great way to start. It shows that you can recognize interesting content provided by others, and your followers will see you as a hub from which to get great content from all over. Having something to share is always better than having nothing.
As resources increase, your mix will shift
As your business grows and you gain more resources to support your content strategy, your content mix can begin to change as well. It all depends on how you want your company to be seen as a thought leader in your space. As you become able to create more original content, it will show others that not only can you recognize the valuable work of others, but you have worthwhile insights to share as well. You may not be invited to speak or share ideas in other places immediately, but this will help you start to gain the attention of your peers and followers.
Your brand becomes a destination for great content
The furthest step in this timeline happens once your content mix has fully progressed. When you have huge resources fueling your content and are consistently churning out thoughtful and useful content, you become a thought leader in your space. Your blog will be filled with pieces from knowledgeable professionals both within your company and guest writers from outside. Followers come to expect content from you several times a day, and you’ll have the resources to meet that demand. Your brand will be among the likes of HubSpot and Social Media Examiner, a resource for advice and insight that is well know across your industry.
The point of all of this is that where your business falls in this content mix is entirely depended on the resources you’re to devote to it. It all starts with a single first step. From there it’s up to you to decide where you want your content strategy to take you and to acquire the resources to make it happen.