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Marketo & Content Marketing: Curata joins Marketo LaunchPoint

Curata is now an official Marketo LaunchPoint partner ecosystem. Here’s why.

Our surveys in the past have indicated that many businesses are rapidly adopting both marketing automation and content marketing. In October, we surveyed over 450 marketing professionals and found that 87% of them are currently using marketing automation. Compared to the previous year, content marketing and search engine optimization were the only two marketing strategies that grew from the previous year. There’s a similar story when it comes to marketing automation. The Aberdeen group found that a quarter of all business now use marketing automation, and 58% of top-performing businesses have adopted it.

Marketo Content Marketing

Despite all the excitement for these two marketing strategies, there’s a big elephant in the room. Anyone who has tried content marketing or marketing automation is familiar with it, but few are able to tackle it: content. For both content marketing and marketing automation to be successful, you need content. For a demand generation program to be successful, you need content. It can’t just be any content though. It needs to be compelling, relevant, and engaging content.

Most marketers simply lack the time, resources, and staff to produce sufficient content. In most organizations, it often falls to the bottom of the priority list, leading to suboptimal results in any marketing campaign that is dependent on a steady stream of content. At Curata, we are familiar with the old journalism saying of “feeding the content beast,” and we understanding intimately the marketers’ never ending need for content.

Using Curata, marketers can supplement their original content with relevant curated third-party content. They can then integrate that content into the email marketing, blogging, and social media strategies. For marketers who are interested in serving that content through their existing marketing automation systems and lead nurturing programs, we hope this partnership is a step in that direction.

Pawan Deshpande

Pawan Deshpande is the founder and CEO of Curata, a Boston-based company offering content marketing software used by thousands of marketers around the world. He spearheaded the first-ever panel at SxSW on Content Marketing in 2011, and was a 2014 Finalist for MarketingProfs B2B Marketer of the Year. Pawan was an engineer at Microsoft and Google where he was awarded patents in social networking and machine learning. He previously attended MIT where his graduate thesis won top departmental and international awards.

Pawan is also a blogger for The Huffington Post, the Content Marketing Institute, CMO.com, Forbes, Marketing Profs, and other technology and marketing publications.

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