No kidding. As someone who does this every single day on multiple fronts, I’m not shocked by this at all. Which is why when people want to lowball content publishing budgets I have to shake my head.

But curation is not as easy as simply finding and sharing content. Organizations need a strategy, and a calendar, and most marketers report that every stage of content curation is still a struggle for them. Even a majority have trouble just sharing the items they do find.

Still, curation may be proving more attractive than content creation. While new, brand-created content currently makes up nearly one-third of the overall content marketing mix, according to the survey, respondents were hoping to tip that balance slightly closer to the side of curation.

via Content Marketing a Struggle from Start to Finish – eMarketer.