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The Big Boom In Content Curation

Hard to believe. But 95% of all marketers are now curating third-party content.

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.

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 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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