June 21, 2010 08:00 ET
HiveFire Unveils Curata(SM), New Content Curation Marketing Platform
Curata Makes It Easy and Affordable for B2B Marketers to Establish Brand Leadership and Drive Online Lead Generation Through Content Marketing
CAMBRIDGE, MA--(Marketwire - June 21, 2010) - HiveFire today announced the availability of Curata(SM), the company's content curation solution that aggregates, organizes and distributes fresh content to help busy B2B marketers establish brand leadership, attract prospects and engage customers online. Curata, already being used by leading organizations such as Novell and Airvana, is a cost-effective way for marketers to manage the manual and labor-intensive process of content marketing. With Curata, B2B marketing executives have a single solution for content creation and content curation, combined with distribution to multiple channels, including social media outlets.
According to a recent industry report published by ContentWise, companies spent a record $47.2 billion on content marketing in 2009 with spending on evolving forms of content marketing such as web content, videos, podcasts, events, mobile content and white papers pegged at about $8.7 billion, or about 18 percent of the total spend. The report noted that the overwhelming volume of messages and media options, and the resulting white noise, has pushed buyers to disengage from self-serving advertising. As a result, marketers have searched to reach consumers in ways that consumers want -- such as content marketing that is highly targeted, engaging, educational and relevant.
Content curation is emerging as a new model for online publishing and a vehicle for B2B marketing executives to engage directly with customers and prospects. At the same time, the market is experiencing a growth in online marketing automation offerings, from blog hosting technology to social media to e-newsletter management. As a result, B2B marketing professionals face an unprecedented level of pressure to produce frequent and relevant content across all online channels. Importantly, they must be able to improve ROI on these efforts by increasing the volume and quality of lead generation.
Currently, Curata is the only B2B marketing platform that combines content production with distribution, leveraging patent-pending machine learning and natural-language processing technologies for online content. The solution significantly reduces time and cost associated with many marketing automation systems, enabling marketers to create and publish compelling content in an average of 19 minutes a day.
"Content marketing is an important strategy for Novell and a key vehicle to build credibility for our entry into the intelligent workload management market," said Frank Days, director, new and social media, Novell. "With Curata as the engine behind our content curation program, we increase the opportunity to reach, engage and educate our prospects and customers. Curata provides an easy and efficient way for us to streamline the process of aggregating and publishing content."
As a part of the Curata launch, HiveFire will be making improvements to two major product areas for current and future customers. The Curata administrator interface will now include aggregate analytics visualization and an activity stream of discrete visitor interactions with content on the web, email, and social media channels, allowing marketers to easily understand how visitors are consuming their curated content. In addition, Curata will automatically syndicate content to social media channels such as Twitter, Facebook and LinkedIn as part of the curation process, allowing marketers to seamlessly increase their brand presence on social media channels.
"There are ever-increasing demands on B2B marketing professionals, but few automated tools to help them meet the constant need to distinguish and differentiate their brand while also meeting lead generation needs," notes HiveFire CEO Pawan Deshpande. "Marketers need easy solutions for producing and distributing content to their key audiences. Curata reflects our customer-centric approach by delivering a simple, cost-effective but powerful solution for content curation for today's B2B marketing executives."
HiveFire was founded in 2007 and powers the online marketing initiatives of leading B2B brands such as Novell, Airvana, ThermoFisher, GSMA, Aternity and the Kauffman Foundation. The company specializes in machine learning, natural language processing and information retrieval techniques to aggregate, process and disseminate relevant online content, on demand, quickly and continuously.
HiveFire provides easy-to-use marketing software for content curation and content marketing. HiveFire's solution, 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: www.hivefire.com