Jennifer Minko
June 5, 2012

Survey Shows Majority of Marketers Adopt Content Curation Strategies

According to survey results released by Curata, 95 percent of marketers have curated content in the past six months; doing so provides value by sharing relevant content with new or potential customers. The data from this report is based on a survey conducted in March 2012, which analyzed responses from more than 400 marketing professionals from a variety of industries.

Establishing thought leadership in the industry (85 percent) and increasing brand visibility and buzz (80 percent) are the top objectives for marketers who incorporate content curation strategies. Boosting SEO efforts is a secondary objective that has experienced an increase in importance over the past year (65 percent in 2012 against 48 percent in 2011).  

From the report, “Marketers continue to struggle with finding high-quality content to share. Given that many are resorting to manual scanning to find content, it should come as no surprise that not having enough time was the top challenge cited by marketers in regards to their content marketing efforts.” Those who are having success finding content cite social media scaling (79 percent) as the most popular channel used, followed by email newsletters (63 percent), news clipping services (53 percent), and manually scanning online outlets (53 percent).

Content curation is increasingly becoming important to nearly all marketers. Generating curated content enables marketers to establish their company or organization as thought leaders in their space while building visibility around their brand.

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