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First Curatti Editors of Chaos Post
I shocked a Raleigh SEO Meetup recently by suggesting we content marketers should curate 90% and create 10%. Cost and solipsism are the two reasons for this ratio.
Costs
Content curation creates more reach faster showing if a piece of content has legs or not (i.e. generates social shares). Content curation isn't simply sharing a link. I like to add from 100 to 300 words of comments on curated content to add tone and a framework to why the content was curated.
Let's call these curated comments "snippets" and the best tool I know for curating snippet content is Scoop.it. The post explains why Scoop.it is my #1 content testing and content curation tool. So costs are one big reason content curation should trump content curation.
Solipsism
When we create we are in danger of talking to ourselves about ourselves. Since such circular conversations aren't helpful and they can be harmful I like to use content curation to inform what content should be created (about 25% of content in our "content calendar" is reserved for something we see and want to respond to from sharing curated content).
Content curation done well is the most disruptive Internet marketing strategy (i.e generates competitive advantage).
