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Businesses Face Ethical Dilemmas as Content Marketing Proliferates


BOSTON, Massachusetts – In recent years, many marketing departments have turned to a relatively new type of marketing known as “content marketing” involving the creation of informational email newsletters, blogs, eBooks, videos and podcasts. Their hope is that audiences will be attracted, enticed and educated by such content, thereby increasing their inclination to become customers of the brand. In large part, this strategy has worked.  A recent survey of over 500 marketers, found that 71% planned to increase their content marketing investment this year. 

With marketers becoming defacto publishers for their brands, there is an ever-increasing pressure for them to produce more content. Many companies have turned to outsourcing their content creation to freelancers, others have hired in-house “brand journalists”, and some have turned to curating content from other online sources. 

As marketers embrace the role of journalists, they have begun to face ethical dilemmas around the topics of journalistic ethics, fair use, and citations.  This issue has become so paramount that MarketingProfs, a prominent marketing organization founded by Ann Handley, recently recognized Pawan Deshpande, CEO of Curata, as a finalist for B2B Marketer of the Year for their annual Bright Bulb B2B Awards.  

Over the past two years, Deshpande launched a campaign that he calls, “Content Marketing Done Right”, dedicated to educating marketers on the ethics of content and establishing a set of best practices. Deshpande said this is an underappreciated topic and he wants marketers to understand that there can be unintended repercussions if ethics are wholly ignored.

“In many ways, marketers have raced far past the laws regarding ethical content marketing and content curation, particularly, when it comes to using third-party content,” says Deshpande. “My goal has been to provide guiding principles so that content marketers can continue to produce content more effectively and ethically.”

Whether or not marketers will consider this to be the most important issue in the B2B space still remains to be seen. Judges of the Bright Bulb B2B Awards will make their decision when they weigh Deshpande’s campaign against other campaigns from Lisa Arthur, CMO of Marketing Applications at Teradata, and Deon Newman, Vice President of Marketing at IBM for their respective contribution in other important areas of marketing. The winner of this category, along with the other categories, will be announced on Oct. 10, 2014 at MarketingProfs’ B2B Marketing Forum event in Boston.

About Curata

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.

About MarketingProfs

With over half a million members, MarketingProfs is the largest community of marketers in the world. It provides the latest marketing training and know how in “what works” in marketing with unparalleled breadth and depth: online and offline, strategic and tactical, to companies of all sizes and in all industries. For more information, visit

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