Cambridge, Mass.—Care taken in crafting online content and ensuring pieces are updated pay off for marketers in greater engagement, according to a study by content marketing technology company HiveFire Inc.

According to the company's “The Curation Habits Report 2012,” sites updated with fresh content every day generate 18% more click-throughs than sites with stale content, and sites that feature original content, not just third-party pieces, generate more page views. Also, content that contains photos generate 47% more click-throughs than those without photos, according to HiveFire.

HiveFire's study was based on an analysis of more than 1 million articles curated from the company's customer base.