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Content Curation Continues to Gain Momentum Amongst Marketers


Cambridge, Mass. - May 2, 2012 - Curata, Inc. (formerly Hivefire, Inc.), provider of the leading content curation technology solution for marketers, today announced the results of its2012 Content Curation Adoption Survey. Given the increased attention that content curation -- the process of finding, organizing and sharing content -- has received in the media over the past year with the success of companies like Pinterest, it should come as no surprise that content curation has become a mainstream tactic for the majority of marketers. In fact, the 2012 survey found that 95 percent of marketers had curated content in the past six months. Of those respondents that indicated they had not knowingly curated in the past six months, 100 percent of them had, by sharing an article, blog post or other content with a prospect or customer.

Survey respondents, who include marketers from a variety of industries including technology, financial services and healthcare, indicated that content curation continues to be an important part of their overall marketing strategies, and many are beginning to refine the tactic by implementing best practices such as sharing and curating content on a daily basis. Curata recently found in its separately released Curation Habits Report of Curata customer activity that websites that are curated on a daily basis receive 18 percent more click-thru activity than those curated on a weekly basis. Curators understand the value of timely content, and today almost half (45 percent) of them indicated that they share content on a daily basis. This represents an 18 percent increase over the 2011 Content Curation Adoption Survey.

The survey found that more marketers cited finding high quality content as their greatest content marketing challenge compared to 2011 (30 percent increase), and three-quarters (75 percent) of marketers indicated that having the time to do it was the biggest challenge.

Other key findings include:

  • Establishing or improving thought leadership continues to be a primary objective of content curation: 8 percent more marketers cited it as their primary objective than a year ago.
  • Social media is a preferred channel for both finding and sharing online content: 79 percent of marketers cited social media as their favored method for finding third-party content, and 76 percent responded that social media was their top choice for sharing content.
  • Resources are being dedicated to content curation: 50 percent of marketers indicated that there were one or more people at their organization dedicated to curating shared content.
  • Three quarters of marketers who identify themselves as content curators dedicate up to 25 percent of their marketing budgets to content curation.

"We're excited to see that content curation has continued to gain traction amongst marketers, and more importantly, that they are increasingly improving their strategies by adhering to best practices that generate measurable results," said Pawan Deshpande, CEO, Curata. "While these survey findings indicated that some marketers are still experiencing challenges, we're pleased that our tool can help alleviate some of these stresses to further fuel adoption."

The complete findings of the survey will be shared with all participants and are also available for download on Curata's website, Over 400 marketers participated in the survey, which was conducted online in March 2012. The complete findings for the 2011 Content Curation Adoption Survey and the Curation Habits Report are also available on the site.

About Curata, Inc.

Curata, Inc. is the leading provider of software that empowers marketers to scale a data-driven, content marketing supply chain to grow leads and revenue. Curata CMP (content marketing platform) and Curata CCS (content curation software) enable marketers, for the first time, to harness the power of content creation, curation and analytics to yield a predictable and more successful stream of content. Key components of Curata CMP include strategy, production (e.g., calendaring, workflow) and analytics, along with the option of adding the industry’s leading business grade content curation software, Curata CCS.  Hundreds of companies already depend upon Curata to fuel their content marketing engine. Curata was founded in 2007 and is headquartered in Boston, Mass. Learn more at or follow us on Twitter @curata.