Explore our Digital Marketing Strategy and Planning Toolkit

Are you Using Content Curation For Thought Leadership?

Author's avatar By Danyl Bosomworth 07 Apr, 2011
Essential Essential topic

According to content curation experts Curata, 48% of marketers are using content curation as a part of their marketing strategy. Are you?

As advocates of content marketing, we enjoyed this brief, but intriguing report on the adoption of content curation, it certainly adds fuel to the fire that content marketing must be taken seriously by marketers, and we're seeing more companies doing it according to HiveFire, the company behind Curata.

In case you're not 100% sure what content curation is, our definition is that

Content curation is the process of finding, organising and sharing content online.

It's important that content curation and content origination are both part of a content marketing strategy - it has to be a mix.

So this blog post is content curation! The key benefit of content curation is brand building - developing a position of thought leadership in your industry, it naturally creates an inbound flow of interest (people come to you) over an outbound push of messages (classic advertising).
Here's a quick summary of Curata's report:

  • Get on with it! 48% of marketers already are, Curata reckon that if marketing had Grammy's then content curation would the the Best New Artist (personally, I think it's more like the unsung hero now coming centre stage).
  • Be the Elvis in your industry. The key motivations for marketers are elevating brand buzz and establishing thought leadership. In short, be worth sharing.
  • You're probably involved in content curation already. Marketers are curating content naturally with the motivation of helping their audience make buying decisions, even if it's not formalised as a part of the marketing process.
  • Content origination is the biggest barrier to increased adoption of a content marketing strategy followed by having the time to create or find good content to share. Yet - marketers perceive content curation as 69% more important that a year ago.
  • Content is out there to be found and shared - with blog and news sites topping the list.

So that's how we see it. Would you say you're involved in content curation - and - is it working for your brand?

Author's avatar

By Danyl Bosomworth

Dan helped to co-found Smart Insights in 2010 and acted as Marketing Director until leaving in November 2014 to focus on his other role as Managing Director of First 10 Digital. His experience spans brand development and digital marketing, with roles both agency and client side for nearly 20 years. Creative, passionate and focussed, his goal is on commercial success whilst increasing brand equity through effective integration and remembering that marketing is about real people. Dan's interests and recent experience span digital strategy, social media, and eCRM. You can learn more about Dan's background here Linked In.

Recommended Blog Posts