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Why marketers are embracing content curation

Why marketers are embracing content curation Pawan Deshpande

Content marketing has officially claimed its spot as a leading marketing strategy, as evidenced by research that shows 87 percent of B2B marketers are employing the initiative. In fact, content marketing is outpacing all other marketing strategies including search engine marketing (67 percent), events (62 percent), public relations (56 percent), and print-radio-TV (26 percent).

Unfortunately, limited resources continue to plague content marketers. The three biggest challenges marketers cite are limited budget (27 percent), limited staff (25 percent), and generating new content (21 percent).

One tactic that B2B marketers are increasingly turning to in order to alleviate many of these challenges is content curation. This strategy enables them to accomplish their goals while addressing the challenge of limited resources. While 57 percent of respondents are using content curation, it is still in its early stages, as 34 percent of marketers have been curating for less than six months. This is great news for marketers, as it means that there is enormous opportunity to select a topic that isn't yet being curated well, and really own it. With the right content curation tool, marketers can spend a small amount of time each day reviewing, organizing, and editorializing content that they then share through different channels to benefit their organization.

While beginning a content curation program is an important first step, it's also necessary for marketers to implement a measurement program once they begin curating (or any form of content marketing for that matter). In order for marketers to prove overall organization value, they must be able to track their success and map it to overall marketing and business objectives. Content curators seem to be ahead of the curve when it comes to measurement, as 43 percent of curators are measuring their content curation programs. Furthermore, 32 percent of those curators have been successfully curating for more than two years, showing just how critical it is to create success through continued usage.

So, how do you put this into practice? As a marketer, you may think content marketing -- specifically, content curation -- sounds like a solid strategy, but you need information on how to kick it off. If you aren't currently curating, don't be intimidated -- chances are you actually have curated, at least in your personal life, without knowing it! Have you ever emailed an article to a friend or tweeted a link to an article? That's curation. You've chosen an article, probably provided a note or two on why you think it's important and shared it. To kick it up a notch and curate on behalf of your organization and drive marketing objectives, there are a range of solutions available that enable marketers to quickly and effectively sort through the massive amount of content available online. A content curation tool puts the marketer in the driver's seat by letting them organize and editorialize the content they wish to share with their target audience.

If you're interested in reading more of the results from the "B2B Marketing Trends 2012 Report," download the full report here.

Pawan Deshpande is the founder and CEO of Curata.

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Pawan Deshpande is the founder and CEO of Curata. Pawan is responsible for the company's vision, management and advanced development initiatives. His work at Curata has been recognized through the 2010 Boston Business Journal's 40 under 40 Award,...

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