All content marketers need a carefully developed strategy if they’re to get the positive kind of returns they’re looking for. Consumers are inundated with social media messages nowadays – and with the stream of content they receive often being so similar, it’s hard to tell material apart. To run a successful campaign, strategists need to establish the right ratio of original content versus curated material, in addition to developing a practical publishing schedule.

The ‘Goldilocks Principle’ is well known in marketing and communication fields, with the philosophy stating that content must fall within certain margins if it is to be successful. Particularly for advertising, messages need to be of the right intricacy and quantity to be effective. But there’s a fine balancing act to be had, as material could slip over the boundary and become excessive or redundant. Alternatively, marketers might not supply enough of a message to capitalise on their advertising efforts.

One of the most important forms of material for a brand is original content. These publications can be used to humanise a brand and promote expertise – two strategies which can improve consumer confidence and result in a rise of potential sales leads. By creating original content, companies are making their own branded publication material and, as long as it offers the right message to consumers, people will come back for more. There are two main strategies to utilise; using a real time trend to create discussion, and creating material, that shows what a brand stands for. Capitalising on real-time news and content can help get immediate eyes on content. Providing insights or perspective on a popular topic can result in repeat visitors and high levels of interaction and engagement. Alternatively, focussing on individuality can work to boost trust and loyalty. Spotlighting employees, for example, offers original content and a place where consumers can learn about who a company really is.

In addition to original content, there is also often the need to utilise curated content. In fact, it can be a great way to harness the power of social media, share relevant material and forge new relationships with influencers. It can be hard to keep a stream of original content, so curated publications help fill the gap, ensuring that fans and followers on various platforms notice a consistent presence. However, it is crucial to ensure that any stories shared are relevant to audiences.

The last step in establishing the right mix of original and curated content is to develop a publishing schedule. This can be a complex challenge, with brands needing to find a balance between providing too much or too little. Each social media platform has its own rules for posting frequency. For example, Twitter requires a lot of repetition, whilst Facebook is often better used for longer posts.

On the whole, whilst curated content is good, original content will always be better. However, it’s important to share a mix of these if the right content strategy is to be achieved.