Nearly one-half of marketing executives (48%) now use content curation—the process of continually finding, organizing, and sharing relevant online content that caters to a specific audience—according to a survey from HiveFire.
Among such content curators, most (78.9%) cite thought leadership as their primary objective in content curation, followed by elevating brand visibility and buzz (76.1%) and lead generation (60.6%).
Below, other findings from HiveFire's first annual Content Curation Adoption Survey 2011, based on a poll of 150 marketing executives.
Content Marketing Challenges
But creating original content can be a time-consuming effort: 73.6% of marketing execs cite creating original content as their biggest challenge in content marketing, while 73.0% cite finding the time to develop such content.
Over two in five marketing exes (43.0%) cite finding high-quality content to share, while over one-third (36.5%) cite difficulties with measuring results.