Create or curate contents

In one of our previous article we commented on the content strategy for the positioning of a company in digital media and wrote the following:

“Perhaps the most important part of an Internet presence is the content strategy. There must be a central idea of what is going to be communicated that will depend on the goal to be achieved and the audience to which we are going to address. The idea can be based on the products and services that the company sells or also on positioning the company and its brand more than its products and services through a series of contents that follow a common thread and that move, nourish and entertain the target audience”.

“They must be relevant content for the target audience. In this phase is where creative and strategists of the campaign work. Creating the idea is the most important part of the project. It can be a simple idea, it does not have to be a very complex or complicated idea, the important thing is that it is an idea that achieves the goals of moving, nourishing and entertaining the public”.


Create or curate contents
Create or curate contents


We always referred to and assumed in this article that the contents are produced within the company or contracted to a digital agency to produce them for the company, we never indicate that they were contents obtained on the Internet through a process of investigation and curatorship of contents.

However today we want to refer to this methodology of curing content published on the Internet and “paste” or “link” on the company’s digital channels as taught by Guy Kawasaki ( in his latest webinar sponsored by HubSpot (  that you can see at the following link:

Kawasaki says that to publish content on the company’s digital channels does not have to be produced by the company, because they are all on the Internet. Kawasaki says that all the world information and knowledge is available on the Internet, and that what needs to be done is a research work to “separate the wheat from the chaff “and select the contents of value and publish them through a link in the digital channels of the company.

We are facing with a dilemma: producing our own content or publishing content produced by others and cured by us?

There is no doubt that to produce your own content you also have to do research on the Internet, and there is no doubt that to publish content from others you must also research the Internet.

The important thing is that in both cases the contents must follow a main idea and a common thread that are the two essential parts of the content strategy (central idea and thread), in order to achieve the objective of communicating with the target audience and move, nourish and entertain them.

We have some questions to answer:

  • With which of the two methodologies do we move, nurture, and entertain more and better the target audience?
  • With which of the two methodologies do we achieve better positioning in the search engines?
  • With which of the two methodologies do we achieve greater trust and credibility with the target audience?

These will be questions that we will answer in future articles. For now, it is clear that companies must have a content strategy if they want to achieve a position in digital media.

Perhaps a combination of the two methodologies will be the answer to these questions?

It will be the users who will answer these questions over time, and it will be the time that will tell us which of the two or three methodologies was the public favorite.

The users will decide which one they prefer.


This article was written by Julio Sanoja Rial, CEO & Founder of LeAds, a Google AdWords agency that you can visit at

You can read our previous article in the following link:

Share on facebook
Share on twitter
Share on linkedin
Share on whatsapp
Share on email
Scroll to Top