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Why Curata founder believes content will skyrocket in 2013
Throughout 2011 and 2012 brands and publishers saw content take a huge step forward as more consumers looked to the web for information. Now content is taking another step forward - into a kind of engagement potential, especially in the B2B space.
Kristina: The 2012 Curata study you mentioned yesterday found a large number of brands already moving to use content as an engaging factor. How do you think the findings may change in 2013? Might some remain the same?
Pawan Deshpande, Founder & CEO, Curata: Without a doubt, we will see the percentage of content marketing users increase, and I'm sure we'll hit nearly 100 by the end of this year. I also believe that with its ability to quickly and cost-effectively help marketers reach their goals, the use of content curation will rapidly increase.
I think we will also see the steady decline of traditional marketing strategies, such as TV / print / radio advertising with B2B marketers. While these marketing strategies will never disappear, marketers are not finding the same ROI from these programs as they did in the past. This complements the rise in content marketing overall.
Finally, I believe that measurement of content marketing programs will rise. Our survey found that 43 of respondents do not know if their content marketing strategies have actually increased inbound leads. As these programs become more sophisticated, marketers will put tangible measurement protocols into place in order to prove effectiveness and value.
Kristina: How can busy B2B marketers set themselves up to run a successful content marketing program?
Pawan: When it comes to producing the content necessary to stay relevant, there are solutions available that help marketers manage online content and turn it into the end result that they are looking for: blog post, email, newsletter, etc.. A content curation tool, like Curata's, will allow B2B marketers to successfully drive their content marketing program. You can customize and comment on the curated content and deliver it to your audience exactly when, where and how you choose.
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