Content Strategy
Understand when to curate vs create content. Strategy guide for building a content mix that maximizes authority while minimizing production cost.
You're a content marketer.
You're told: "Create valuable original content."
You're also told: "Curate the best content in your space."
Both are right.
But they do different jobs.
And most teams don't understand which job each one does.
Original content is expensive. (10 hours to write an article)
Curated content is scalable. (1 hour to curate)
The question isn't which to choose. It's how to blend them strategically.
This guide shows you how.
You introduce a new idea.
Nobody else has written about it.
Original content positions you as founder of that category.
Example: "The PARA Method for organizing digital life" — original, not curated.
Your unique take. Your perspective.
Competitors can't copy your angle.
Example: Your specific methodology that clients pay for.
Original content ranks for years.
Curated content is ephemeral.
Example: "Complete Guide to Second Brain" — original research-backed guide that ranks for 3 years.
You explain why your solution is needed.
You show how to use your product.
Must be original. (Competitors' content won't help you.)
You can research deeply.
Cite sources properly.
Build credibility through original investigation.
You demonstrate expertise by curating what matters.
Your selections prove you know the space.
Example: Weekly curated newsletter showing you read everything and pick the best.
One curator can do work of 10 researchers.
You identify best work, add context.
Much faster than original research.
Consistent curation over 12 months = deep trust.
Readers know they can rely on you.
Curation captures what's happening now.
Original content takes weeks/months.
Newsletter + commentary = 1 hour.
Original article = 10 hours.
Economics favor curation for volume.
You're new expert in rapidly changing domain.
Original content will be outdated quickly.
Curation lets you establish authority fast.
Example: AI regulation expert curating policy changes weekly.
Duration: 6–12 months, then transition to original.
You need content every week.
Original content isn't sustainable weekly.
Curation provides consistent, low-effort supply.
Example: Founder curating industry news + his takes weekly.
Duration: Ongoing (mix of curation + occasional original).
You need to track what's happening.
Curation is surveillance infrastructure.
"Here's what happened this week in [industry]."
Example: Analyst curating startup funding announcements.
Duration: Ongoing, as long as role requires monitoring.
You want to demonstrate perspective.
Curated content + commentary = visible thinking.
"Here are 5 articles that prove my point about [topic]."
Example: Investor curating deals that prove thesis.
Duration: Ongoing (builds authority over time).
You need to keep team current.
Curation is more efficient than original.
Weekly curated round-up → team stays informed.
Example: Engineering manager curating best blogs/talks for team.
Duration: Ongoing (internal ops).
You're defining how people think about a problem.
Must be original. Curation won't do it.
Example: "The PARA Method" — original system.
Duration: Once (then maintain with curation).
You have proprietary approach competitors don't.
You need to show why yours is better.
Original content required.
Example: Your specific GTM strategy for SaaS.
Duration: Evergreen (1–2 deep articles, then maintain).
You need content ranking for 3+ years.
Original, comprehensive guide beats curated list.
Example: "Complete Guide to Second Brain" (3,500+ words, stays ranked).
Duration: Once (then minor updates).
You explain your product.
Only you can do this. Can't be curated.
Example: "How to use WebSnips extension for research."
Duration: Ongoing (one article per major feature).
You tell story nobody else can tell.
Your journey. Your insights. Your vision.
Curation can't replicate.
Example: Founder reflection on how company pivoted.
Duration: Occasional (4–6x/year).
Distribution across year:
Monthly breakdown:
Time investment:
Week 1: Original thinking/research begins
Week 2: Original article published; curation published
Week 3: Curation published (no original)
Week 4: Curation + repurposing of existing content
Monthly: 2–3 original + 8–12 curations
Choose original content for:
Not for:
Curate for:
Not for:
Original content:
Curated content:
You only publish original content.
You're slow (3 articles/month max).
You don't demonstrate curation judgment.
You're not current on what's happening.
Fix: Add weekly curation (30 min/week).
You only curate.
You become known as aggregator, not expert.
You don't differentiate.
You don't rank for search.
Fix: Create 1–2 original pieces/month.
You create + curate irregularly.
Audience never knows when to expect you.
Fix: Set schedule. Publish same day/time weekly.
Your original articles ignore related curations.
Your curations don't link to your original content.
Fix: Link original content in curations. Cite curated sources in original.
You share links with no commentary.
Readers don't know your opinion.
Curation adds no value.
Fix: Every curated link needs 1–2 sentences of YOUR perspective.
Creation and curation do different jobs.
Original content:
Curation:
Hybrid strategy:
Start this month:
In 3 months, you'll have established original thought leadership + demonstrated authority through curation.
For curation strategy, see Content Curation Complete Guide. For thought leadership, check Thought Leadership Through Curation.
Create what only you can create. Curate what's best. Build authority both ways.
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