B to B Marketers and Custom Content

B to B marketers need to educate potential clients on the excellence of their products and services and they need to generate content to capture client attention. Marketers can generate their own content, hire their agency to create the content or purchase from a third party provider. Marketers spend between ¼ and 1/​3 of the advertising budget on creating content. A joint survey by BtoB magazine and Junta42 indicates where marketers use custom content:

  • Newsletters 68.7%
  • White papers 50%
  • Case studies 47.3%
  • Events or road shows 38.7%
  • Intranet 36%
  • Webinars 30.7%

Here’s how B to B marketers currently locate custom content providers.

  • Search engines 30%
  • Personal referral 28%
  • Internally produced 15.3%
  • Industry magazine/​website 12.7%

Remind your custom content providers to increase Internet search marketing to find more clients.

Business Marketers Spend Big on Custom, Junta 42. May 2008.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.