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The 5 basic genres of content marketing you need to know

The 5 basic genres of content marketing you need to know George Potts

Original Content


This is produced content that is new, unique, and created by your internal team. Original content requires a lot of effort and infrastructure support. If your resources are limited and budget is low, you might want to rethink a strict original-content strategy. If you establish the idea that you are a unique content producer, consumers expect consistency.


Curated content


This is defined by the aggregation, organization, and publication of content/information that is relevant to your brand from third parties. You basically comb the web and print material for existing content and (with proper attribution/approvals) display in an organized way for your audience. Content curators are not stealing from others, but rather exposing existing content to more audiences. Creators are usually OK with this if approached responsibly.


Co-created content


Content you create with a partner. This can either be another company or the public. Brands will usually co-create content to solve problems by crowdsourcing solutions. Special content can also be created by the sharing of photographs, videos, and other tangible material between two parties. GE, Microsoft, and FedEx have all dabbled in this genre.


Sponsored content


Content that is bought and created by a third party. The best example of a modern piece of sponsored content is a native article on an online publisher site. Companies will pay for the privilege to use their brand voice to educate the public or B2B community through articles, videos, or infographics. Ethically, this content should be clearly labeled as sponsored.


User generated content (UGC)


Finally, this is content that is created by your fans, followers, and loyalists. UGC is very popular with the public because a company does not usually financially solicit it. The best kind of UGC is the natural kind. You can spark a wave of UGC by launching a contest or asking your consumers to tell their stories creatively.


When it comes to social and going viral, few are as knowledgeable as George Potts, VP & director of social media for Brunner. He explains the basic types of content creation and how you should strategize to pick the type that matches your needs and does not exceed your resources.



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Article written by media production manager David Zaleski and video edited by associate media producer Brian Waters.


"Back to Basics" image via Shutterstock.

As Brunner's VP, director of social media, George Potts leads the social media discipline, a family of cross-functional teams comprised of advertising creative, public relations, media, and digital professionals who are focused on delivering social...

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