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Content Marketing a Struggle from Start to Finish

59% of marketing professionals will increase efforts this year

January 23, 2014

Content marketers are looking to shift efforts to include more curation, research suggests, but every step along the journey is a struggle.

Research by content curation software firm Curata found 59% of US marketing professionals would be spending more on content marketing in 2014 than they had in the past. In addition, 39% wanted to increase investments on curated marketing.

But curation is not as easy as simply finding and sharing content. Organizations need a strategy, and a calendar, and most marketers report that every stage of content curation is still a struggle for them. Even a majority have trouble just sharing the items they do find.

Effectiveness of US Marketing Professionals at Executing Content Curation*, by Development Stage, Fall 2013 (% of respondents)

Still, curation may be proving more attractive than content creation. While new, brand-created content currently makes up nearly one-third of the overall content marketing mix, according to the survey, respondents were hoping to tip that balance slightly closer to the side of curation.

Current vs. Desired Content Marketing Mix According to US Marketing Professionals, Fall 2013 (% of respondents)

Curation could be taking off because it’s effective. A majority of respondents to the survey said curation helped their brand visibility, thought leadership, search engine optimization and web traffic, and customer and buyer engagement.


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