Not much research has been done yet, but an initial study by Outbrain showed that in interaction with your audience a good mix of own content and non-own content yields the highest conversion. Outbrain used a sample of 150,000 status updates from more than a thousand different Twitter, Facebook and LinkedIn accounts of different marketers from large organizations from different industries. A distinction was made between three different styles:
companies that linked to other people's content in more than 75% of posts,
companies that linked to other people's content in a balance of 50-75% of their posts and
companies that linked to their own content in 50% or more of their posts.
The top 5 companies with the highest conversion linked to self-created content in 41.6% of their posts, which dominican republic phone number list resulted in an average of 38.4 clicks per post. A nice middle ground, the sweet spot is in the balance of linking to your own and other people's content. Linking to other people's content does not cause any damage (when) in balance. In fact; it increases conversion.
The modern organization
I would even dare to draw a parallel to the way in which many organizations organize and profile themselves today. Network organizations are in fact curators; where they dare to profile themselves together with other organizations or professionals in order to be able to deliver a more complete, better product to the customer, other organizations choose to only go out with their own products. The risk and the negative value are on the customer's plate: they have to be satisfied with less.
Is it the lack of control over service provision, fear of loss of quality? In my opinion, daring to name your partners makes you a stronger party. It indicates that you understand where your own expertise and qualities lie, and in which area you would like to call in other experts. A so-called full-service agency sounds to me like the type of organization that can expect a visit from the type of curator we would rather not encounter .