Join Our Newsletter





Events Calendar

« < November 2017 > »
S M T W T F S
29 30 31 1 2 3 4
5 6 7 8 9 10 11
12 13 14 15 16 17 18
19 20 21 22 23 24 25
26 27 28 29 30 1 2
Home arrow Market Research Findings arrow Market Research Industry Findings arrow Content Curation Can Inform, Engage Customers
Content Curation Can Inform, Engage Customers PDF Print E-mail
Written by eMarketer   
05 Jun 2012
A majority of marketers see sharing content as a way to demonstrate thought leadership

Both consumers and marketers are faced with an ever more fractured media landscape in which informative and engaging content can be hard to find.

But enterprising marketers are taking the reins and curating their own content in the hopes of providing the material that their customers are searching for.

These days, almost all marketers are finding, filtering and sharing content, according to content curation services provider Curata. In a March 2012 poll of more than 400 US marketers and agencies that sold to business-to-business and business-to-consumer companies, Curata found that 95% had curated content in some way over the past six months by sharing a link, blog post or other content type with a potential customer.

The survey also found that 85% of respondents viewed the main objective of content creation as establishing thought leadership. Building a brand’s visibility and buzz was a close second, at 80%.

Image

Time constraints are emerging as the biggest difficulty marketers face in content curation. Three-quarters of respondents did not have enough time to devote to the process, an understandable situation given that more than half of marketers said they were manually hunting for appropriate content on third-party sites. And an almost equal number of respondents, 73%, said their biggest challenge was creating original content to be shared.

Image

Social media has emerged as the platform of choice for sharing content—76% of marketers said they used a social network as the main channel for content distribution.

But it’s not enough to simply share content. Curation must be performed on a regular basis, and with quality content, in order to interest consumers and keep them engaged.

About eMarketer
Please visit http://www.emarketer.com/Welcome.aspx for more information

4 June 2012

Last Updated ( 05 Jun 2012 )
 
< Prev   Next >

Polls

How important is market research to start-ups in the current economic climate?
 

RSS Feeds

Subscribe Now