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Curata’s Annual B2B Marketing Report Finds Content Marketing Success Tied to Longevity of Program


Cambridge, MA, November 13, 2012 – The B2B marketing landscape is shifting, and the use of content marketing is at all-time high; however, a lack of measurement for those programs confirms a need for learning and growth in the industry, according to the second annual B2B Marketing Survey from Curata, Inc. The results, derived from more than 450 marketing professionals and released today, found that while 87 percent of those surveyed are using content marketing to further their overall objectives, 43 percent of respondents do not measure the outcome of their programs.

Content curation is one of the most popular forms of content marketing today, as demonstrated by the fact that 57 percent of respondents are currently employing this strategy. And, due to the fact that curation can help mitigate marketers’ top challenges, like limited budget (cited by 27 percent of participants) and staff (25 percent of participants), its use will only continue to surge. While 43 percent of marketers do not measure the outcome of their content curation programs, for those curators who do measure, there is a clear correlation between amount of time curating and success. Of those that deem their content curation programs successful, 32 percent have been curating successfully for more than two years.

When it comes to content marketing objectives, engaging customers and prospects and driving sales are at the top of the list, yet 43 percent of participants do not know content marketing has increased their inbound leads. While there may be anecdotal evidence that content marketing initiatives have helped them achieve their goals and objectives, an emphasis on stronger tracking is necessary. As content marketing continues to be the top tactic for marketers in the future, they will need to demonstrate its worth in the overall marketing strategy.

“Content curation is emerging as one of the most popular forms of content marketing because, quite simply, it allows busy marketers to do their job more successfully in a shorter period of time,” said Pawan Deshpande, Curata founder and CEO. “As our study confirms, the need for growth and development around measurement must be a central focus as the market matures. We are pleased to see that those who have been curating longer are finding their programs more successful, and believe that, with the right metrics in place, marketers will be able to further prove the value of their content marketing programs.”
Curata enables marketers and publishers to easily find, organize, and share relevant content. The content curation software continuously scours the Web to uncover fresh and meaningful content and then catalogs it intelligently, enabling busy marketers to find what they’re looking for. In less than 20 minutes each day, curators can create, customize and comment on their curated content, and publish it through a variety of channels to their audience when, where and how they choose.


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.