Content Use Grows But the Challenge of Finding It Remains High

In terms of marketers and content curation, not much seems to have changed in a year. According to a survey by eMarketer, while a growing number of marketers use content curation to show thought leadership and expertise, a majority feel that time constraint is their biggest challenge.

In a March 2012 poll of more than 400 US marketers and agencies that worked with business-to-business and business-to-consumer companies, Curata, a content curation services provider, found that 95% had curated content in some way over the past six months by sharing a link, blog post or other content type with a potential customer.

75% of the respondents said they understood the value of content curation but didn’t have the time to dedicate to it. A majority spend their time curating by manually searching for content on third party sites.

A possible correlation could be made between marketers looking for time saving solutions and the rise of curation services such as Percolate. Content creation also remained a challenge, with 73% now saying they felt this, versus 74% last year.

With content curation the bigger challenge, it appears that many marketers have chosen to curate since it seems like the easiest option. Social media also emerged as being the content distribution channel of choice.