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The Big Boom in Content Curation

May 2, 2012

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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