Content curation. Content creation. Both have their place on a business’s site. The challenge can be finding the right balance between content curation and content creation.

Curated content shows an awareness of what is current in your industry. It also spread some of the focus around so that your content isn’t entirely focused on your product. After all, who isn’t turned off by self-promotional post after self-promotional post? Through curated content, you’re giving a friendly nod to other creators and engaging in a conversation, rather than just speaking through a megaphone. You’re also showing that you have your users’ best interests in mind by linking them to useful resources that will interest them. Curated content also takes less time to produce than original content–all you have to do is round up useful and noteworthy sources and you’ve done the bulk of the work.

But with curated content, you run the risk of burying your product or service under all of the other content you promote. Original content that you create, on the other hand, will help to establish you as a thought leader in your industry. Original content can include original text, images, data visualizations, and research. You create something new and valuable that users can’t find on other sites–you create content that other people can include in their curated content. Creating content is time and resource-consuming but it pays off, as long as you use effective marketing outreach to promote your original content.

According to research done by Convince and Convert, content linking to third party sites earns 33% more clicks than content linking back to owned sites. But on the other end, content linking back to owned sites generates a 54% higher click-to-conversion rate than posts that link to third party sites.

Sites that link to third party content at least 75% of the time receive 47.8 clicks per post, while sites that post self-promotional content at least 50% of the time receive only 17 clicks per post. On the flip side, sites posting primarily self-promotional content have a 2.4% click-to-conversion rate, while sites that primarily curate content only have a 0.2% click-to-conversion rate.

So where is the sweet spot between curation and creation? Somewhere in between. Basically, you want to find a balance between posting both types of content that links to third party websites 50-75% of the time. The results, according to Convince and Convert, should be an average of 38.4% click per post, 2.5% clicks-to-conversion rate, and 0.95 conversions per post.

A good way to approach this is simply to include recommendations to other resources that readers would find useful within an original content post–you get the best of both world. It’s also a good idea to link to different kinds of content–podcasts, videos, infographics, and ebooks.

This infographic summarizes how you can find a balance between content curation and content creation.