SOURCE: HiveFire


March 29, 2011 09:00 ET

Content Curation Has Taken Center Stage as Marketing Strategy, per Study Results From HiveFire

First Annual Content Curation Adoption Survey Finds That Almost Half of Marketers Now Implement This Strategy

CAMBRIDGE, MA--(Marketwire - March 29, 2011) - At this year's South By Southwest (SXSW) Interactive festival, content curation -- the process of finding, organizing and sharing online content -- was the new hot topic in panel sessions, on blogs and on the show floor, as marketers clamored for ideas about how to harness the overflow of information available on the Internet. Results from a survey released today from content marketing software company HiveFire prove that content curation will remain critical long after SXSW, with over two-thirds of marketers reporting that this strategy will be more important a year from now than it is today.

Survey respondents, who are marketing executives from dozens of organizations across a variety of sectors, report rapidly integrating content curation into their marketing strategies as a way to establish thought leadership and engage both customers and prospects. Almost half (48 percent) of marketers now have a curation program. Of those who use curation, most businesses are following emerging content marketing best practices by mixing company-generated material with content from trusted third-party sources: almost 60 percent of marketers leverage a mix of original and third-party content and just eight percent share strictly third-party content with customers and prospects.

Even though some marketers (10 percent) were not familiar with content curation, many of those respondents note that they are already using some parts of the curation process to reach customers. In fact, of those not familiar with it, almost 85 percent have shared third-party content which includes: sending an article, blog post or other content to a prospect to help with their business -- which is a critical part of the curation process.

Other key findings include:

  • Curation establishes thought leadership: 79 percent of content curators listed thought leadership as the primary objective
  • Curation brings brands and customers together: elevating brand visibility/buzz (76 percent) and lead generation (48 percent) were also top objectives
  • Curation lets marketers focus on original masterpieces: The biggest barrier to curation adoption is creating original content; 79 percent of non-curators found this the biggest challenge, while only 67 percent of curators felt the same -- likely due to the time that curation frees to focus on developing original material
  • Curation has reached critical mass: Over two-thirds (69 percent) of respondents said content curation is more important today than it was a year ago

"These findings support what we've been hearing anecdotally from our customers for months: content marketing is playing an increasingly important role in their marketing efforts and curators are the rockstars of the content marketing future," said Pawan Deshpande, CEO, HiveFire. "Much like marketers who quickly adopted SEO jumped ahead of competitors a decade ago, those who embrace content curation now will be at a significant advantage in their market and become the idols of their industry. Fortunately, there are tools, like Curata, that enable it in less than 20 minutes a day."

The complete findings of the survey will be shared with all participants and are also available for download on HiveFire's website, Over 150 marketers participated in the survey, which was conducted online in February 2011.

About HiveFire, Inc.
HiveFire provides easy-to-use marketing solutions for content curation and content marketing. HiveFire's product, Curata (, allows marketers to quickly curate content on specific issues or topics in order to establish thought leadership, own industry conversations and drive qualified web traffic. HiveFire was founded in 2007 and is headquartered in Cambridge, Mass. For more information, visit

Contact Information

  • Agency Contact:
    Katelyn Henry
    Version 2.0 Communications
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    HiveFire Contact:
    Jessie Zubatkin
    Senior Marketing Manager
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