What’s the most integral component to develop high-quality leads? In the content marketing world, the question undoubtedly comes up and marketers have a variety of decisions to make, not the least of which involves the content itself. Should you create original content for franchise development or turn to curation—essentially, gathering thought-provoking articles from the around the Web? Which option is better?
More often than not, the answer is both. A strong content marketing plan incorporates curated content that pulls in reputable thought leaders and company voices well-versed in the industry segment that you’re trying to reach. The result for a franchise is a diverse set of perspectives from both outside experts and voices from within your brand.
At the same time, original content is vital to attracting high-quality leads and converting them into customers. Strong, insightful content is also critical for developing a reputation as a thought leader within an industry.
Benefits of Original Content:
- Higher Search Engine Rankings
Duplicate content is penalized by Google and you end up with lower search rankings. The negative hit on search rankings is essentially Google’s way of punishing those caught plagiarizing. On the other hand, original, high-value content on one domain will enhance the SEO of your website.
- Boosted Online Reputation
The Internet has taken over as prospects’ preferred research tool. According to a 2013 survey by Dimensional Research, 90 percent of respondents who remember reading online reviews for a company or products claimed that positive online reviews influenced buying decisions. Similarly, 86 percent of survey respondents said buying decisions were influenced by negative online reviews. Brands that actively manage their online reputation using original content are better protected against the risks associated with negative commentary.
- Targeted Lead Generation
Original content can drive relevant traffic to a site. Whereas curated pieces offer various perspectives and niche-industry expertise, original content can take the strategy one step further and transform a visitor into a qualified lead. With the right web design and content, a brand can entice a casual browser into filling out a lead capture form—pushing them into the sales funnel.
- Greater Thought Leadership
Have an opinion about the latest goings on in the industry? Share your perspective on the hottest trends and develop research reports to foster a reputation as a thought leader within your industry.
Benefits of Curated Content
- Low Cost
Curating content allows a brand to share industry-related news and analysis. Yet, you don’t have to face all of the costs associated with creating original pieces, which may include hiring copy writers, copy editors, researchers and graphic designers. You’re also able to be more agile with your content strategy.
- Big Name Draw
Sharing content from reputable sources that have a large following allows your brand to attract more visitors to your website. Big name brands draw the attention of prospects conducting online research. These potential franchisees then have greater trust in your site because of the third-party presence and validation. In short, curated content from trusted brands adds authority and credibility.
- Creating Industry Relationships
Does a blog post exist if no one shares it? Brands create content for a number of reasons, and sharing is only one of them. A powerful side benefit of a well-thought out strategy that leverages curated and shared content is the industry relationships you can foster through social networks and online forums.
Overall, curation can’t exist without creation. By combining the creative process of drafting original content and the logical process of assimilating and sharing content, you can inject a necessary boost to your franchise development strategy.
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