There are many different theories for how you should balance these three types of content within your strategy.
Many sources recommend a 30% / 60% / 10% split in your content between personal interactions with your audience (owned or original), shared content from thought leaders in your industry (curated) and content that promotes your business and converts readers (self promotion) respectively. Hootsuite on the other hand advocates for the ‘Rule of Thirds’ whereby you have an even three way split between these same areas. It depends on your industry but we have found the more modest 30/60/10 to be more effective for most content plans.
Whatever the split, the one thing no one is arguing about, is that curated content can play a very valuable role in a good social content strategy. But why?
As previously mentioned, curated content is shared content from other sources, that you deem to be of interest and relevant to your community. However, it should always have your point of view and commentary at the outset to contextualise it for your audience and to justify why you are sharing it with them. This kind of content adds a different perspective and tone of voice and can bring diversity to your channel.
Curating content shows that you are engaged with trends within your industry and also allows you to share information on subject areas which may be out of your area of expertise but you believe would be of interest to your following. Finally, what may be the biggest immediate advantage of curating content for marketers, is that it means you don’t have to produce as much original content. This in turn means you aren’t spread as thinly and can put more resource into improving the quality of the original content you are producing.