The Big Boom in Content Curation
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%