Marketo & Content Marketing: Curata joins Marketo LaunchPoint

Curata is now an official Marketo LaunchPoint partner ecosystem. Here’s why.

Our surveys in the past have indicated that many businesses are rapidly adopting both marketing automation and content marketing. In October, we surveyed over 450 marketing professionals and found that 87% of them are currently using marketing automation. Compared to the previous year, content marketing and search engine optimization were the only two marketing strategies that grew from the previous year. There’s a similar story when it comes to marketing automation. The Aberdeen group found that a quarter of all business now use marketing automation, and 58% of top-performing businesses have adopted it.

Despite all the excitement for these two marketing strategies, there’s a big elephant in the room. Anyone who has tried content marketing or marketing automation is familiar with it, but few are able to tackle it: content. For both content marketing and marketing automation to be successful, you need content. For a demand generation program to be successful, you need content. It can’t just be any content though. It needs to be compelling, relevant, and engaging content.

Most marketers simply lack the time, resources, and staff to produce sufficient content. In most organizations, it often falls to the bottom of the priority list, leading to suboptimal results in any marketing campaign that is dependent on a steady stream of content. At Curata, we are familiar with the old journalism saying of “feeding the content beast,” and we understanding intimately the marketers’ never ending need for content.

Using Curata, marketers can supplement their original content with relevant curated third-party content. They can then integrate that content into the email marketing, blogging, and social media strategies. For marketers who are interested in serving that content through their existing marketing automation systems and lead nurturing programs, we hope this partnership is a step in that direction.