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HiveFire Determines Common Strategies for Maximizing Value From Content Curation


Cambridge, Mass. – March 7, 2012 – According to a recent study from HiveFire, Inc., an online content marketing technology company, over half (56 percent) of B2B marketers now utilize content curation, the process of finding, organizing and sharing online content, as a preferred tactic. With the first quarter winding down, many marketers are taking a second look at their content marketing strategies and hoping to identify methods to maximize their results. Today HiveFire released its Curation Habits Report 2012, an analysis of curation activity on over one million articles that demonstrates which methods drive the highest engagement rates.

HiveFire found that being a discriminating curator pays off in terms of audience growth. Curators that approve less than 50 percent of articles saw nearly twice as much growth in email newsletters. Additionally, sites updated with new content daily drive greater click-thru activity, on average 18 percent more. Other key findings include:

  • On average, approximately 87 percent of curated content are third-party articles and 13 percent are original content.
  • Articles with pictures generate 47 percent more click-thru activity than articles without a picture.
  • Curated sites that have between 16 and 30 percent original content generate more page views.

"Content curation is a viable tactic for content marketers, and what we are seeing now is an increased interest in how to utilize the strategy most efficiently to maximize marketing efforts," said Pawan Deshpande, CEO, HiveFire. "This data offers a glimpse into how our customers are using the tool, and reinforces many of the best practices that HiveFire has long taught, including sharing a mix of original and third-party content to increase audience engagement."

The complete report is available for download on HiveFire's website, Insights were generated from a thorough analysis of more than one million articles curated from HiveFire's customer base, which presents a diverse range of industries of all sizes.

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.