Content creation vs. content making: what’s the difference?

There has been an ongoing debate about the distinction between content creation and content making. Marketers believe that both emphasize the importance of online presence because nearly everything has shifted to the world of the internet.

Content creation vs. content making

Content creation is concerned with generating ideas that can appeal to the buyers and developing visual or written content around those ideas. Content making is about adding value to the existing content by selecting and organizing it.

Here are the key differences between the two.

Meaning

Content creation

It entails identifying relevant topic ideas that can appeal to your audience, generating visual and written content, and using digital media to communicate it. You generate original content rather than relying on information from other sources. Content creation is self-promoting. Topic ideas for content creation can come from your company stakeholders, customers, new data, or anything that inspires you. You can also find ideas through keyword research to find out what your audience is saying about a particular topic. Sometimes deciding the direction to take on a given topic can be difficult. When you understand your customers, you are likely to pick something engaging and the idea can work well with your content strategy. 

Content making

It entails finding, collecting, and logically presenting relevant information based on a specific topic. Here, you don’t develop the content from scratch but instead, you rely on what is already available. You generate content from various sources and present it to your audience in a more structured way to allow them to respond to it. Thus, content making is considered cross-promoting. 

Strategy

Content creation

It entails defining goals, studying the target audience, identifying the niche, expanding the content, and re-defining its structure. The content is refined to create a strong masterpiece that can be shared with the audience as infographics, blogs, or any other platform. The content can be shared through popular social media platforms such as Facebook, Twitter, Instagram, and more. 

Content making

It is part of a content marketing strategy aimed at increasing brand awareness, improved customer engagement, web traffic, and increased viewership. It entails identifying the right content from various sources such as newsfeed, blogs, social media influencers, social media posts, and email newsletters. The content is organized and shared with the online audience. The focus of content making is to promote the brand and engage customers while at the same time meeting their specific needs. When the customers become aware of your existence, they read your content like, share and possibly convert.

Time 

Content creation

It is time-consuming because you have to research trends, look at keywords and find topics that are appealing to your audience. It is therefore important to strategize the content creation strategy well by creating extra time for it. This can enable you to enjoy the long-term benefits of building your brand. 

Content making

It is time saving especially if you do it right. You can pick a chunk of time that can fit in the content organization cycle and make all the content at once. This begins by identifying when you may require sending a post, say every week, and planning accordingly.  Avoid making content daily because you could waste time that you can use to do other things. Pre-scheduling content can allow you to optimize the content mix, monitor performance, and measure results. Content making is also time-efficient because the information is already available online. What you are required to do is to reorganize and add value t it. 

Cost

Content creation

It is more costly than content making. The costs associated with content creation include editing, implementing feedback, polishing the content, and so on. Due to the sensitivity of content creation, you may choose to hire experts to help you produce high-quality content. This may lead to a further increase in cost. Sometimes the costs may overlap with the overall content strategy. You can try to reduce costs by engaging an internal content strategist or using other appropriate methods. However, you need to be careful to avoid hurting valuable assets that can improve business profitability.

Content making

It is cost-effective, although the initial cost, including IT expenses, can be sizeable. It is based on providing premium information that can be of interest to customers to increase sales and drive profits.  Whereas you may not realize these benefits immediately, you can reduce marketing costs significantly in the long-run. You can also access free and accurate content online to support your content making efforts. In most cases, organizations can engage their internal workforce to make content rather than hiring experts. 

Leadership capabilities

Content creation

To demonstrate thoughtful leadership, you need to create and publish high-level, original content. Creating content shows your position as an influential leader. It shows that you can take time and effort to create content that can allow your audience to act accordingly.  Despite their busy schedules, influential leaders should dedicate a few hours per week to read and learn from their peers. Great leaders may not necessarily be great writers but they can learn and perfect their writing skills over time.

Content making

Thought leadership ability is not explicitly demonstrated through content making because you have to rely on content produced by others. However, to some extent, you can repackage posts and influence others as you share new ideas and build relationships.  The leadership impact of content making is less compared to that of content creation. Business people depend on content making tactics to boost company visibility, although they can lose audience to other brands as a result of sharing links to external sites. 

Credibility

Content creation

Content has become crucial to business success and many organizations are focusing on creating top-notch quality content. It boosts your credibility because you can establish yourself as an authority in your industry when you develop something original. You don’t need to be endorsed by a third party.  Instead of just appearing to be an expert, you can prove it. Credibility leads to value addition allowing people to trust your brand because they find you trustworthy. Using authoritative sources can make your audience believe that you are an expert in your field. 

Content making

It may not prove your level of expertise, but it can allow you to demonstrate your ability to restructure information logically. However, it can enhance brand credibility only by getting support from third parties. This may show that the content is in line with your brand’s philosophy.

Relationships

Content creation

Whereas created content cultivates stronger relationships with the existing audience, content that is made builds new relationships. You can create content to strengthen relationships by telling a story to demonstrate your brand. This helps to humanize your business, which is important to strengthening relationships. Consistency in content creation is an effective way of strengthening relationships. You cannot send one post in a month or year and expect to achieve your goals. Post frequently and remind customers about your brand so that they can connect with it regularly. 

Content making

Content making can allow you to build new relationships by focusing on quality content. Unique and informative content leads to engagement and trust with your audience. If you create simple and easy-to-read content, customers can connect with you better. It allows you to respond to customers and engage in constructive dialogue. You can gather common questions and send them a survey inquiring how you can improve products or services. 

Knowledge view

Content creation

It helps you to demonstrate your opinions, knowledge, and skills uniquely. You can showcase your skills as a researcher with the ability to find the latest supporting information with relevant links.  Content creation enables you to demonstrate your editing capabilities. As such, you can integrate valuable content across various platforms and media. It allows you to understand link building and keyword research that can support search optimization. You are required to be a good writer to create columns, blog posts, and articles that are focused on a key phrase or keyword. 

Content making

Content making does not allow you to demonstrate skills and knowledge uniquely. It is an opportunity to analyze and present the readily available logically. In content making, you need not be a writer but you have to be analytical. 

Work involved

Content creation

The work of a content creator is to collect and deliver the appropriate content bearing in mind various categories of posts. The creator considers something informational, entertaining, and inspirational or that which can cater to the audience’s interests. They help to reach the target audience by delivering appealing and useful information about a brand.  This means that a content creator must be knowledgeable of what is happening in the market and access up to date information as quickly as possible. A content creator is also responsible for editing and proofreading content before publication and interviewing professionals to incorporate their opinions and views in blog posts. 

Content making

On the other hand, a content maker goes to the internet to find information relevant to a specific subject. They gather links from various sources, add value to the content and find ways of presenting it in an easy-to-read format. A content maker can revise titles, add images and use links to combine relevant material.  A content maker identifies and evaluates information and build relationships with their peers. They contextualize content to make it more meaningful and share it on social networks and connections. 

Conclusion on content creation vs. content making

How you approach content marketing depends on your goals. If you want to strengthen existing relationships with your customers, you can focus on content creation but if you want to build new relationships, you can make content. Content creation and content making are related but very different. Knowing the differences between the two can help you to develop the right content for your business. 

This guest blog post was written by Nick van Migrot. He is a professional content writer and holds membership in several prominent writing clubs in Los Angeles, Calif. He is well-known for his writing services reviews. Nick is a father and is passionate about long-distance running and biking. Follow him on Twitter.