Gartner Research

Social Marketing Survey Points to Content Imperative

Published: 01 April 2013

ID: G00250726

Analyst(s): Allen Weiner, Jake Sorofman

Summary

Content is the grist for the social marketing mill. Our 2013 social marketing survey shows content creation and curation as the top focus for social marketing teams. This research helps you understand the implications of the content imperative on your social marketing strategy.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Forty-seven percent of survey respondents see content creation and curation as the top role of their social marketing teams, often forcing them to outsource
  • Digital marketers achieving effective social marketing create and curate content that speaks with an authentic voice
  • Social marketing programs often lack time and resources; consequently, they lose to competing priorities

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