- Gareth Morgan
Kill cut and paste content strategies
Curating other people's content can be a really interesting way of reinforcing what your brand is all about. But it must not be used as a lazy shortcut. It should always be done with care.
Sharing the words, pictures and videos of others is an essential part of any good content strategy. But this is not an excuse to simply let others do all the hard work for you.
Original branded content is the gold standard when spreading the word about the brilliance of your company's product or its unrivalled service to customers.
And companies should mix their own work with cool stuff that other people have created. But always add to it with your own comments and perspectives...and give credit where credit is due.
Failure to do this will be bad for your brand's image and bad for your website's performance online.
But don't just take my word for it. This Google video explains why search engines punish the cut and paste brigade.