Content curation is one of the ways brands cultivate an audience online. Tweeters and bloggers post their own content and collate content from around the web for their consumers and public audience. However, research shows that only a nominal amount of brands use content to tell their own stories.

A study done by Mynewsdesk has found that only 21% of brands use their online newsroom to cultivate content each month. Additionally, 35% of newsrooms contains information that is out of date. That stale data includes not only news but executive bios, fact sheets and product listings.

Multimedia was another area lacking on newsrooms with limited imaging and video available. Peter Ingman, CEO at Mynewsdesk, says, “Our study shows that, for even some of the world’s most recognised brands, there is work to be done when it comes to providing the necessary content and information. In the digitally connected world in which we now live, a newsroom needs to be much more than just a repository for press releases. Stocking a newsroom with value added content – from blog posts and opinion pieces to images and video – will help you tell your brand story in a more engaging and effective way.”

But the news on newsrooms is not all bad. Certain companies featured active, engaging and useful content including events calendars, comments and media. A newsroom stocked with content is not only useful for visitors to a company’s website, but aids both social media writers and journalists in developing their own content. Additionally, a company’s SEO can benefit from the effective implementation of a newsroom.