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Is Your Content in Great Shape? Give It a Workout

by Pawan Deshpande  |  
June 18, 2013
  |  2,144 views

In this article, you'll learn...

  • How to use a variety of content lengths and formats to round out your content marketing plan.
  • How to make your content climb the Content Marketing Pyramid so you get more mileage out of everything you create.

As summer approaches, some of us will hit the gym in hopes of being swimsuit-ready. Though dragging ourselves out of bed for a five-mile run before that 9 AM meeting isn't much fun at first, the more we exercise the easier it becomes. That's because we're building up our endurance and creating a habit of early-morning runs.

Content marketing is the same way. When we stretch our creative muscles and get into the habit of producing content, it becomes almost second nature.

Last fall, Curata surveyed more than 450 marketing professionals, including CMOs and VPs of marketing, about the state of B2B marketing. Respondents cited limited budget (27%), limited staff (25%), and creating new content (21%) as their biggest marketing challenges.

Here's the good news: Unlike exercise, where there are no shortcuts outside of sweat and hard work, content marketing does have strategies for making production more efficient, both in terms of time and staff resources.

The Content Marketing Pyramid is a framework for creating a mix of short, low-effort content and longer, more time-intensive content.


The foundation of the pyramid is curated content. Curation means finding, organizing, and sharing relevant online content that provides value for readers and positions your company as an industry authority.

Often, curated content comes from sources other than your own blog or website, and it's an avenue for participating in the larger online community. Some 57%% of respondents to Curata's fall 2012 survey were currently using content curation as part of their content marketing strategy.


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Pawan Deshpande is the founder and CEO of Curata, a leading provider of content marketing software. He is an accomplished entrepreneur, marketer, and technologist.

LinkedIn: Pawan Deshpande

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Comments

  • by Stephanie Tue Jun 18, 2013 via web

    Great Article! I feel as if I am still on the first step of the content climb. This article proves useful to guide me into the right direction for great content and gives ideas on ways to gear my strategies towards more concrete goals.

  • by Gracious store Tue Jun 18, 2013 via web

    Content creation is like workout, the more content you create the better you are at doing that.

  • by Ffion Wed Jun 19, 2013 via web

    Good article - and timely. I like the planned approach.

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