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The Big Boom in Content Curation

May 2, 2012
By Ray Schultz

Content curation, the practice of finding and sharing online content, is now being used by almost all marketers, according to a survey by Curata (formerly HiveFire).

Of 400 firms surveyed, 95% had curated content in the last six months. And 100% of the non-curators had, in fact, shared articles or blog posts with prospects in the same period, Curata found.

Of the active curators, 45% share content daily, 33% weekly and 21% monthly. Agencies are more active than non-agencies.

Why go to the trouble of pushing third-party content?

The main reason is thought leadership—that answer was given by 85%, compared with 79% last year. Next are branding (80%) and SEO (65%).

But it’s not easy. Companies struggle to find the time to do it and create original content. And there was an 8% increase in the percentage having trouble finding high-quality content.

The top vehicle for sharing, used by 76%, is social media. That’s followed by personal emails (56%), email newsletters (50%) and news portals or microsites (25%).
And how do curators find content to share? Through social media (79%), email newsletter subscriptions (63%), news clipping services (53%) and manual scanning of online outlets (53%).

Here are a couple of other factoids:

  • 74% of the whole survey sample have one or more people on staff developing content marketing material
  • 78% of the active curators have one or more people working on it.
  • Firms that curate content devote 25% of their marketing budgets to the practice.

The main content marketing challenges:

  • Having the time to do it—75%
  • Creating original content—73%
  • Finding high-quality content—56%
  • Allocating staff to do it—39%
  • Difficulty measuring results—36%
  • Understanding how it fits into overall marketing strategy—19%
  • Securing senior-level buy-in—15%

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