Content Marketing consists of two parts, creation and curation. Find out how the path you choose determines how others view you on social media.

Social media is at the center of sharing content, it is the magic genie that makes this content go viral, how would you like have your content go viral, what is the special formula to getting ahead on social media, grabbing your followers’ attention and converting “likes” into buys?

The marketing experts are still quoting Bill Gates from 1996: “Content is king,” and it’s more relevant than ever.

Almost three-quarters of all internet users are now active on social media. People love to exchange information and build connections this way – and to make purchasing decisions (whether they are aware of it or not).

As a business owner, sharing content is one of the best ways to bring attention to your brand and grow your business. In fact, according to Curata Content Marketing, 82% of marketing professionals share content through social media, and it ranks at the top of the list for effective marketing tactics.

82% of marketing professionals share content through social media.”
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Posting and sharing content is what social media all about, and as a business you should take full advantage of delivering content related to your area of expertise.

It’s easy – images, infographics, videos, articles, graphics, quotes, quizzes and conversation starters – just about any post that entertains, informs and inspires constitutes value-added content. Not to mention that helpful quality content that you post can serve as a FREE promotion for your business!

“Quality content that you post can serve as a FREE promotion for your business on social media”
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When it comes to posting content, I’ve identified two different categories business owners tend to fall into when they are working on getting more attention to their brands. I call them the “curator” and the “expert.”

Let’s look at what they are, so you can see which one you identify with the most.

The Curator

Let’s start by defining “content curation.” Simply put, it’s sharing other people’s content via social media. We all do it in one form or another – share and repost posts, images, videos, and articles that cross our newsfeeds.

Curating content takes sorting through the vast amounts of information available on social media and elsewhere on the web to find the most relevant and engaging pieces that will bring value to your followers.

As a business owner, you want to cherry-pick the content you share so that each share is aligned with who you are as a business brand. It takes time, intention and strategy and, and from what all the marketing stats tell us, it’s worth it.

“As a business owner, you want to cherry-pick the content you share on social media”
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When you share valuable posts from others with your audience they get useful information, develop a connection with you, and see you as a helpful curator.

But let’s think about this for a second. Every time you share someone else’s insightful post, helpful how-to graphics, funny YouTube video or motivational quote, you are helping SOMEONE ELSE to get a bigger exposure, greater visibility and wider reach. Basically, you are helping to position someone else as an expert.

Now, don’t get me wrong! You should not stop sharing on social media. After all, it’s first and foremost social, and you should be supporting and promoting other businesses as well as bringing new perspectives and viewpoints to your followers.

However, is that the only way you want to be seen? As a curator who can only find and share great content?

The Expert

Enter the Expert.

Experts create and share their own original content. Experts share original thoughts. Experts post their own branded posts.

“Experts create and share their own original content”
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By doing so, they position themselves as a go-to-person in their field. They are seen as the creators of knowledge and information – i.e. as an expert.

When you get behind the wheel of your own content, you drive the conversation. You get to choose the topic that sheds light on what you stand for; you choose the image, colors, feel of the graphic that will connect to your readers emotionally; you choose exactly what you want people to know about you as an authority. It’s powerful!

When you take the lead you increase your credibility, trustworthiness, value, and visibility.

When you share your own original content – your audience can’t help but start seeing you as an EXPERT. Being the authority in your field definitely helps people decide to do business with you.

“When you share your own original content – your audience can’t help but start seeing you as an EXPERT”
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Consider the impact you can have bringing your own ideas, offering valuable information and perspective to others. As Avinash Kaushik of Google says: “Content is anything that adds value to the reader’s life.” And all the while you are spotlighting your business, building your brand, and developing yourself as a trusted source.

In order to play big in the crowded social media field, you must be seen as an expert!

And as an added bonus – you have a chance that any of your branded posts can go viral. We’ve all seen posts that get shared over and over again, recirculated after weeks or even months? Think for a second what kind of visibility the creator of that viral content must be enjoying!

If you are creating your own original content – it can be you! It can be your post going viral! How would you like that level of exposure for your business without spending any money on ads? Feels good, right?

“Are you a Curator or an Expert on social media?”
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The Strategy

I know what you are thinking now: How am I supposed to create ALL my content? I don’t have time, and I’m not even that creative!

Rest easy – you don’t have to. The best strategy is to have a good balance between sharing your own content and carefully curated content from trusted sources. And remember there is definite value of supporting and promoting other businesses.

“The best strategy for social media is a balance between sharing your own content and content from trusted sources”
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There is no magical ratio for how many of your posts should be original and how many shares should come from others. It will depend on how much content you produce on a regular basis, how big your company is, and what kind of audience you are targeting.

You might want to start with a 50%-50% ratio and go from there. Make sure the content you are posting and sharing on social media accomplishes these things:

  • Entertains, educates, motivates and empowers your fans and followers
  • Positions you as the authority in your field
  • Reflects and supports your business goals

It’s an exciting time – your time – to grab this opportunity, get creative, share your voice and express your inner Expert!

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Alina Vincent
Business and Technology Strategist and CEO at Business Success Edge
Alina Vincent is a business strategist and the creator of a popular "Profitable Online Challenges" program. Alina is passionate about helping entrepreneurs package and monetize their knowledge and expertise to create a leveraged and scalable business. Experts hire her for strategic advise and simple step-by-step approach to creating successful online programs, engaged Facebook communities, and profitable online challenges. Finding her zone of genius by combining a strong analytical background, which includes advanced science degrees, with creative vision, Alina works at the intersection of logic and imagination, giving her clients everything from practical research-driven systems and strategies, to creative original and intuitive solutions.