First Annual Content Curation Adoption Survey Finds That Almost Half of Marketers Now Implement This Strategy
CAMBRIDGE, MA–(Marketwire – March 29, 2011) – At this year’s South By Southwest (SXSW) Interactive festival, content curation — the process of finding, organizing and sharing online content — was the new hot topic in panel sessions, on blogs and on the show floor, as marketers clamored for ideas about how to harness the overflow of information available on the Internet. Results from a survey released today from content marketing software company HiveFire prove that content curation will remain critical long after SXSW, with over two-thirds of marketers reporting that this strategy will be more important a year from now than it is today.
Survey respondents, who are marketing executives from dozens of organizations across a variety of sectors, report rapidly integrating content curation into their marketing strategies as a way to establish thought leadership and engage both customers and prospects. Almost half (48 percent) of marketers now have a curation program. Of those who use curation, most businesses are following emerging content marketing best practices by mixing company-generated material with content from trusted third-party sources: almost 60 percent of marketers leverage a mix of original and third-party content and just eight percent share strictly third-party content with customers and prospects.
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