Content Curation Survey Says it’s the New “It” Thing

Earlier this week, we announced the results of our 2012 Content Curation Adoption Survey. Given the increased attention that content curation – the process of finding, organizing and sharing content – has received in the media over the past year with the success of companies like Pinterest, it should come as no surprise that content curation has become a mainstream tactic for the majority of marketers. In fact, the 2012 survey found that 95 percent of marketers had curated content in the past six months. Of those respondents that indicated they had not knowingly curated in the past six months, 100 percent of them had, by sharing an article, blog post or other content with a prospect or customer.

Survey respondents, who include marketers from a variety of industries including technology, financial services and healthcare, indicated that content curation continues to be an important part of their overall marketing strategies, and many are beginning to refine the tactic by implementing best practices such as sharing and curating content on a daily basis. Curators understand the value of timely content, and today almost half (45 percent) of them indicated that they share content on a daily basis. This represents an 18 percent increase over the 2011 Content Curation Adoption Survey.

The survey found that more marketers cited finding high quality content as their greatest content marketing challenge compared to 2011 (30 percent increase), and three-quarters of marketers indicated that having the time to do it was the biggest challenge.

Other key findings include:

  • Establishing or improving thought leadership continues to be a primary objective of content curation
    • 8 percent more marketers cited it as their primary objective than a year ago
  • Social media is a preferred channel for both finding and sharing online content
    • 79 percent of marketers cited social media as their favored method for finding third-party content, and 76 percent responded that social media was their top choice for sharing content
  • Resources are being dedicated to content curation
    • 50 percent of marketers indicated that there were one or more people at their organization dedicated to curating shared content
  • A significant portion of the marketing budgets are being dedicated to content curation
    • Three quarters of marketers who identify themselves as content curators dedicate up to 25 percent of their marketing budgets to content curation

To download the full report, visit