Gartner Research

The Role of Curation in Content Marketing

Published: 26 July 2013

ID: G00252480

Analyst(s): Allen Weiner, Jake Sorofman

Summary

With an increased emphasis on branded storytelling, the practice of curation and the tools that enable it offer an expedient way to streamline the curation part of the content supply chain.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Forty-seven percent of social marketers say content creation and curation are their top roles, but they have problems creating a vibrant and replenishing pipeline of compelling and engaging content
  • The pressing need for digital marketers to deploy a content marketing strategy will lead them to curation, which affords an agile way to streamline the manufacturing and workflow processes
  • Rigid changes in page rank algorithms offer a challenge to content marketers relying on repurposed content offered through curation platforms

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