Wednesday Jan 9, 2013 by Pawan Deshpande - Founder & CEO, Curata
2012 was a huge year for the content marketing space, and 2013 is likely to follow suit. A growing marketing tactic in both popularity and success, content marketing is being employed by marketers and organizations across every industry and vertical. In fact, according to our second annual B2B Marketing Survey, 87 percent of the 450 marketing professional participants utilized content marketing in 2012. While its use continues to increase, we’re consequently seeing a decrease in the use of traditional marketing tactics, like print, radio and TV advertising. As more marketers recognize the value of content marketing and see the correlation between its use and achieving their overall marketing objectives, we expect to see continued growth.
Furthermore, as B2B marketers are working with tight budgets and limited staff, the use of tactics that don’t cause a strain on these resources will surge. Rather than creating all the content themselves, many marketers are turning to content curation. Defined as the finding, organizing and sharing of online content, content curation is emerging as one of the more popular forms of content marketing.
According to the survey, 57 percent of respondents are currently using content curation, given its ability to further a marketer’s overall content marketing strategy while not taking considerable time or budget. The results can be seen in our infographic below, detailing what marketers viewed as their most important marketing objectives, tactics employed, challenges faced, and more details on content curation itself.
For full survey findings, please downloaded the report here.