Content Curation Versus Content Aggregation

Ever wondered exactly what type of content you should be sharing on social media?

Fact! We now create more content in 48 hours than all of the content created between the beginning of time and 2003*.

Mind Blown!

For business owners, this puts a huge pressure on us to create content as part of our marketing communications. After all, we want our customer's eyeballs on our information, not our competitors.

Social media has only evolved this pressure.

When we break it down this means if you want to be in this social media race and you want to win, you have to implement a content strategy that converts.

I know that it can be difficult trying to see how the little dots are connected to creating sales for your business but the formula is quite simple.

Content leads to conversations. Conversations lead to relationships. Relationships lead to conversions. Why? because people do business with those the like, know and trust and content helps us to achieve all three!

This puts interesting, relevant and valuable content at the heart of your strategy.

The thing is, it can be really hard trying to figure out what content to share on social media. Don't you think?

Today, my goal is to try and break the terminology and focus on the three types of content you can share as part of your content strategy.

Before getting into the 'deets', I want to share the simple secret that will make or break your content strategy.  The content you share has to be valuable to your audience's wants and needs. It has to be about them, not you. It can't be all business, it has to focus on their lifestyle and resonate with them on a deeper level. The best way to figure this is out is to put your customer hat on and carry out research to uncover the key topics that they care about.

Now we've got that out of the way, let's move on.


Content Creation


Content creation refers to the content that is 100% unique to you. You write it and you own the copyright. This content can be of any medium; image, video, podcast or text.

To ensure time efficiency, clear messaging and brand consistency, you should only create content when you are sharing information that directly promotes your brand. This can be your promotional posts, quotes, humour and personal posts that represent who you are and what your brand represents.

These posts should add value and ultimately bring your audience one step closer to you.

Your own created content should make up roughly 20% of your overall content strategy. This ensures you are building brand awareness, promoting your products/services and keeping top of mind without being spammy or overly promotional.

Example of Content Creation:

"What's the difference between content creation, aggregation and curation? Let's discuss [LINK TO OWN BLOG POST]" 


Content Aggregation


Content aggregation refers to the content that you pull directly from sources. Often there are certain tools that are used to do this automatically.

When it comes to sharing it on social media, you share it directly as is. This could be the title of the article and a link. You may add a hashtag but there is no additional commentary.

This content as with all content that you don't own should be attributed to the author.

While this content is really easy to source and share with your social media community, it should be limited to a small percentage of your overall content strategy.

If you rely on aggregated content too often, it will just add to the noise. Think about it, if everyone is simply sharing others content round and round, it's just the same 'stuff' being seen over and over again. It's not adding value, it's wasting time, our most precious resource.

If you want your community to stay loyal to your business and brand, it's so important that you provide a reason to visit and a reason to stay. This means bringing something unique that adds additional value that you can't receive anywhere else.

This is where content curation comes in.

Example of Content Aggregation:

 "Content creation v aggregation v curation via @SourceName [OTHER PEOPLE'S LINK]"

Content Curation

Content curation refers to the content that you bring to your audience but add additional commentary to. Curating content adds a unique perspective that makes it highly relevant, interesting and valuable to your community. This can be as simple as a comment on a link or identifying key point that readers should focus on.

While content aggregation is ok on occasion, your goal should really be to curate the content you source and choose to share.

80% of the content we share shouldn't be directly promoting our business but it still needs to be bringing value. Plus, it can be really difficult trying to constantly come up with new content. Content curation solves this problem while helping you stand out above the noise.

Content curation saves you time, provides an opportunity to leverage your knowledge and it pays it forward for the high quality sources you choose to share with your audience.


A little aggregation now and again is fine but create and curate your content most of the time.


I hope this has helped to clarify some of the terminology around content marketing. A good content strategy will make use of all three methods with a focus on curation. Always lead with intention when it comes to content and aim to add more value as opposed to noise. This will help you stand out as a source of interesting, valuable content for your audience.

As always, I hope you found this post valuable. If you did, it would mean the world to me if you left a comment and shared on social.

P.S. If you didn’t, leave a comment too… I love your feedback!

For more actionable social fuel delivered by magic straight to your inbox each week, sign up for email updates.

P.P.S. If you are strugging with content marketing, let me know. I can help! :)

*Source: Tech Crunch 2010