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Big data isn’t just a function of better data-tracking technology; it simply wouldn’t exist without the ever-expanding catalyst that is big content.

marketing content refers to any artifact with which a consumer interacts that relates to a brand. Content gets “big” via its amplification, iteration and dissemination across multiple channels, devices and platforms. When content “jumps the tracks” and is no longer controlled solely by the brand, but can be summoned and even manipulated on demand by consumers themselves, then it’s “big."

Based on a 2012 survey by Content Wise, marketers increased their total spending on content development by 45% from 2005 to 2012, when the percentage of marketers’ budgets allocated to content creation increased from 31% to 39%

Despite shrinking newsrooms and overworked reporters, journalism is in fact thriving. The art of information gathering, analysis and dissemination has arguably been strengthened over the last several years, and given rise and importance to a new role: the journalistic curator.

with the push of social media and advancements in communications technology, the curator has become a journalist by proxy. They are not on the front lines, covering a particular beat or industry, or filing a story themselves, but they are responding to a reader need. With a torrent of content emanating from innumerable sources (blogs, mainstream media, social networks), a vacuum has been created between reporter and reader — or information gatherer and information seeker — where having a trusted human editor to help sort out all this information has become as necessary as those who file the initial report.

“Curation,” says Sayid Ali, owner of Newsflick.net, “gathers all these fragmented pieces of information to one location, allowing people to get access to more specialized content.”

with the top 20 publishers seeing a staggering increase in social interactions (likes, comments, shares) of 288 percent between September 2012 and September 2013.

on average, referral traffic from Facebook to media sites has increased by over 170 percent throughout the past year.

Gawker posted the largest year-to-year growth in Facebook engagement, at 549 percent, followed by BuzzFeed at 495 percent. “Old media” stalwarts The New York Times and the British Broadcasting Corp. delivered strong performances, as well, seeing increases of 160 percent and 122 percent, respectively. The Huffington Post was the strongest performer for the month of September 2013, generating nearly 18.5 million social interactions from 15,839 published articles.