Article: Sharing Content to Show Thought Leadership

Article: Sharing Content to Show Thought Leadership

According to February 2011 research from content curation firm HiveFire, nearly half of US marketing professionals surveyed are now curating content as part of their strategy, and another 42% are familiar with the practice but not participating. Even among that group, 85% had done at least some content curation, for example by sending an article or other content to a prospect, but were not aware of it.

The main objectives of content curation, according to the survey, were establishing thought leadership and improving brand buzz.

Objectives of Content Curation* According to US Marketers, Feb 2011 (% of respondents)

Earlier research conducted by Junta42and MarketingProfs in May 2010 found that brand awareness was the top goal of content marketing for business-to-business marketers in North America, cited by 78% of respondents.

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