When it comes to filling company feeds, marketers and communications professionals face a strategic choice: creating content themselves or curating relevant content from third parties. The right balance between these two is fundamental for an effective content strategy and reaching the target audience.

Why curation is indispensable

Content curation – finding, selecting, and sharing relevant external content – is not an ‘easy way out,’ but an indispensable element. It allows you to consistently offer value and to position your organisation as an authority within the field.

The advantages of curation:

• Reliability and reach Participation in the industry conversation increases credibility.
• Variety It ensures a diverse offering, which reduces fatigue among followers.
• Efficiency Curation is often faster than fully producing articles or research yourself.

The power of self-made content (creation)

Although curation is efficient, proprietary content – creation – is the foundation of your unique brand story and distinctive ability. It is the only way to answer specific questions from your customers and to directly present your products and services.

Functions of creation:

• Thought Leadership Create articles and white papers that demonstrate your vision and expertise.
• Conversion Proprietary content, such as case studies and landing pages, is directly aimed at lead generation.

The optimal mix and the 60/40 split

An effective and balanced strategy often maintains a ratio where curation forms the majority, and creation delivers the fundamental brand value.

Employees as curators and the role of employee advocacy

Content sharing can be significantly optimised by actively involving employees through an employee advocacy programme. Employees are the most credible sources of information, and their reach on social media is often greater than that of the company pages.

How to offer employees the best mix:

1. Use a sharing tool Using a tool simplifies offering the content and analysing the results.
2. Offer a mixed selection Ensure a library that includes:
• Company News (Creation): Recent press releases or successes of the organisation.
• Industry Articles (Curation): Important and neutral external publications relevant to the target audience.
3. Keep the control with the employee Employees must have the freedom to adapt and personalise the content so that it remains authentic. Credibility increases when the employee shares content that aligns with their personal expertise and network.

Through this structured approach, sharing valuable content becomes not just a marketing task, but a collaborative effort that ensures greater reach and credibility.

Do you want to discover how Soworker can help your organization get more out of employees’ networks? Schedule a free demo and experience the power of employee advocacy.