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BizReport : Blogs & Content archives : February 20, 2013

3 Questions with Curata

Online content marketing platform Curata is changing the way some brands create and distribute their content. As more consumers move online, they're looking for content in the online space - and they aren't just looking for newspaper or magazine stories.

by Kristina Knight

Kristina: How does Curata's software help B2B marketers.

Pawan Deshpande, Founder & CEO, Curata: As consumers, we all know how much content there is online. We can barely keep up with our Facebook and Twitter feeds, our email inboxes and our RSS feeds. Marketers face a similar challenge: wading through the online content to find the good stuff. Our goal at Curata is to help marketers find that relevant content to feed their marketing channels.

Kristina: What are some of the most significant challenges facing marketers today?

Pawan: The most significant challenge B2B marketers face today is limited resources across the board. In fact, our B2B Marketing Survey of 450 marketing professionals from the end of last year confirms that respondents view limited budget and staff, with 27 and 25 percent respectively, as their top challenges. From budgets to staff, marketers are working to drive programs and create content without a lot of money, time or assistance. In order to drive a successful content marketing program, content must be churned out all the time. Because of this need, marketers require solutions that will help them achieve great results without compromising their full budget or taking over the entire day.

Kristina: What is content curation and how does it benefit marketers?

Pawan: One of my favorite definitions comes from industry expert Rohit Bhargava who writes that, "a content curator is someone who continually finds, groups, organizes and shares the best and most relevant content on a specific issue online."

Content curation is a quick and easy way for time-strapped marketers to collect and share relevant content with their audience. It directly addresses the challenges marketers face and allows them to successfully meet their objectives. Marketers need content, and with curation, they are able to tame the flood of content, provide their perspective and share the content. This takes less time overall on a daily basis than creating original content. While original content is still very important, curation gives marketers back a few extra minutes.

More from Pawan and Curata tomorrow, including the changes brands might find in content curation this year.

Tags: B2B content, B2B content tips, B2B marketers, content curation, Curata

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