Content Creator or Content Curator?

Now more than ever, content is king. In fact, 90 percent of BtoB organizations are now engaged in content marketing, according to a recent MarketingProfs survey. In addition, more than a quarter of a BtoB organization’s marketing budget this year will be spent on content marketing.

For this reason, marketers have willingly assumed the role of Chief Content Creator and Corporate Publisher. This has been done to ensure prospects have a plethora of content in virtually every format imaginable – everything from articles and videos to photos, blogs, podcasts, and tweets. That’s the upside.

The downside to this story is that BtoB prospects are simply being inundated with information. This content overload means that marketers must work even harder to ensure their unique material is watched, read and heard by prospective buyers.

Faced with what might be considered an insurmountable thirst for content, should marketers abandon all other roles in favor of content creation? We think not. In fact, we see this as an opportunity for the marketing function to reach outside its traditional boundaries and far and wide into the organization.

Participants in the fourth annual BtoB High-Tech CMO Roundtable told us that reaching outside one’s own marketing and PR department to help satisfy the increased demand for content was a growing best practice. Rather than worrying about creating content, marketers should strategically think about where additional content resides within the enterprise.

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To that end we have taken notice of a new term being bandied around the industry – that of “content curator.” Similar to the responsibilities a museum curator has for an institution’s collections, a content curator is one who identifies, organizes and shares the best and most relevant content an organization has to offer.

As marketers our goal is to help advance our company’s voice, whether through content creation or content curation. By adding content curator to our duties, we have the opportunity to help provide content to customers and prospects looking for meaningful information without fixating on a single aspect of our strategic discipline.

If you are still questioning the importance of content curation, consider this: A recent report from Forrester Research named “technology designed to aid in content curation” as a top technology that BtoB CMOs should investigate this year.

If you are looking for assistance with content creating or curating—from case studies and bylines to blogs and white papers—we’re always happy to help. Just reach out and contact Arketi at

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