Content Creation is a term I use freely, but recognize that not everyone knows what it means. In fact, I know when I get talking my audience is on a slippery slope, so explanations are in order. Marketers get it, but people unfamiliar with social media marketing probably think I’m speaking a different language. So let’s change that.
A Look at Content Curation
When we’re talking content creation, we have to start with content curation. A subtle difference, but an important one.
Curation: the selection of something such as documents, music, or internet content to be included as part of a list or collection or on a website
*This definition from the Cambridge Dictionary is the most useful for my purposes.
Likewise, here is a definition of content, also from the Cambridge Dictionary;
Content: the ideas that are contained in a piece of writing, a speech, or a film
So when you put the two together, you have a collection of material that is shared in a location, like Facebook, Twitter, or LinkedIn, that follows along a certain theme.
For example, in the case of my tree services client, we share stories related to trees, tree services, and nature, often within Canada, Ontario, or more specifically, London, Ontario, where the business is located. The content can be unique—i.e. a picture of the crew active during the day; or related to the industry—a news article about an arborist injured in the line of work; or informative about a service—a blog post on why you should plant trees.
Your content should relate back to your company, the field you work in, the company’s interests (if there is a specific charity or cause the company supports), and can even include the location in which the company operates (ie. base of operations or focus location of sales).
The Difference Between Content Creation and Curation
Content curation is really the tip of the iceberg though. Curation is about carefully selecting content to share and can include information from other websites, pages, or other sources. Content creation, on the other hand, is about creating new content specific to your page. For example, sharing a news article would be considered content curation versus sharing a status update and picture of your employees would fall under content creation.
With all that in mind, you should use a mixture of both when it comes to your social media marketing strategy. Only posting about yourself presents yourself in a vacuum, but never sharing anything from outside your business limits the reality that you exist on a broader scale. Take advantage of placing yourself in a wider context by being selective in your posts.
So What Exactly Should you Post?
When thinking about what to post, keep in mind current events (ie. birthdays, anniversaries, newsworthy events in your community), your followers interests (do they prefer humour, serious informative articles, or maybe pictures), other popular content (comment on wider current affairs, jump into trending #hashtags, or create a viral meme to skyrocket your reach). Don’t forget the use of video, live video, contests, and boosted posts.
Am I getting ahead of myself? Hopefully I haven’t lost you. Best to think about who your audience is and what message you want to put forth. Note what your followers respond to and give them more of the same. Be consistent, real, and helpful. And I cannot reiterate enough, when it comes to content Quality always reigns over quantity any day.