High profile SEO Bruce Clay conducted a study concerning content creation and search engine rankings. What he found out was pretty astounding. Content curation can work better than original content if …
it contains original content.
In other words, the key to successful content marketing is original content. That hasn’t changed in several years.
The Key To Successful Content Curation
The most popular kind of content curation is aggregation. This is where the curator simply takes a handful of links or content on a particular topic and aggregates them into a single post. It’s easy and doesn’t take up a lot of time. However, if this content isn’t accompanied by original content, it will be much less effective.
Distilling a lot of content into a smaller post where the original content is the star is a much better approach, though it does take up more time. Still, it is more effective.
Mashups can also be very effective. This is when you take a bunch of content and merge it into a single piece with an original point of view. That requires original content by definition.
As long as you include original content in your curated posts, they will achieve a certain level of search engine visibility. The more original content, the better. This is true SEO. Taking content that has already ranked and re-using it, even spinning it, is much less effective. SEO is, and always has been, about originality.