Six Content Types to Know to Scale Content Creation

Scaling content creation solves what I call the “content pain journey” brands face in social.

Essentially, with the social web, brands need to act like publishers and push 20-40 content pieces a day to keep customers constantly engaged on their social properties. 

In order to do this without skyrocketing content costs, brands should think beyond just creating their own original content.

Five other content types exist (in order of cheapest to most expensive)–

  • Aggregated content – machine aggregated content based on keywords
  • Curated content – experts at brand bring together the best content from around the web
  • Curated content with context -- experts at brand bring together the best content from around the web and provide their context on it
  • Recycled content – reuse content across formats. For example, if you have a few great whitepapers on the same topic, put them together and call it a "book" and rerelease. "Cut up" a great whitepaper into tweets.
  • Commissioned content – pay well known influencers and journalists with built in followings to create content the brand's platforms

By providing great content to customers from many sources, brand social properties become authoritative sources of industry information and, once that happens, the brand gains much more crediblility with their original content on those properties.

And, brands get more content out faster, better, and cheaper!

Rishi Dave

Rishi Dave

Chief Marketing Officer at Dun & Bradstreet
I am the Chief Marketing Officer of Dun & Bradstreet.  In this role, I run all marketing globally including brand, demand generation, digital, communications, PR, AR, operations, channel, events, sales enablement, corporate social responsibility, and product marketing.
Rishi Dave


#CMO, Dun & Bradstreet | @DNBUS. Love #SciFi👽, #Books📚, #BigData, #Marketing, #Digital, #MarTech, #AI, #Analytics, #ABM. Host🎙 of #DataInspired. Views are mine.
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  1. Great reminder at a time when I struggle to update my blog regularly. Which of these other five content types do you think provides the greatest value?

  2. Rishi Dave

    I think the power here is to use all types together and play with the ratios of each to see what ratios get the most engagement.

  3. Scott Schindler

    I believe the problem is that consumers become desensitized to the constant stream of input, particularly marketing input. News, blogs, stories, and marketing need to elicit emotional responses in the consumers mind.Marketers have known this for a long time, so nothing new in that sense, but the sheer amount of inbound data to the average consumer now has dulled their senses. It takes something special to get a message across or it takes a new model.So even if we figure out how to scale, the consumer counters by becoming less attentive. I debate that we wouldn’t be better off with smaller more focused and stimulating messages than mass market ones. Or potentially both.

  4. Rishi Dave

    I agree that quality is paramount otherwise you definitely overwhelm the customer and lose her/his interest. You should also allow customers to personalize their experience so they only get the content they care about. Some of these types of content help with the problem of overwhelming content you describe. For example, customers may appreciate curated content because brands do the hard work of finding the best content to save the customer time.

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