Media Companies Compete to Develop B2B Custom Content

Marketers have been turning to custom content for some time now to snag client attention. In recent years, a significant percentage of custom content has been moved online. As this shift is taking place, B2B media companies are finding new ways to expand their offerings.

The Custom Content Council (CCC) estimates that marketers are spending upwards of $40.1 billion on content marketing every year. In the past few years, an ever growing percentage of this content is moving from print to the online format. Last year, the online component of custom content was worth $16.1 billion. For now, most marketers are producing the online content in-​house. Veronis Suhler Stevenson believes that only $3.7 billion of the content such as webinars, online videos, blogs and white papers is outsourced.

At the same time, B2B media companies are feeling the pinch as revenues in the traditional print arena shrink. These companies are looking at the best way to tap into revenue streams that custom content production could bring their way. A recent article in BtoBOnline highlighted the following examples as strategies to move into this market:

  •  Penton Media helps its advertising customers build content on websites in order to attract more traffic.
  •  WTWH Media builds custom search engine-​optimized macro sites for its customers.
  •  TechWeb (owned by UBM) builds custom social networking communities for major marketers. These content rich sites include posts by professional bloggers and community members.

The nature of distributing custom content is changing and new forms are becoming available. But BtoB media companies who want to succeed in this market should begin by remembering the advice of Ninan Chacko, CEO of PR-​Newswire, “It's about content as a means of telling a story.”

[Source: Callahan, Sean. Divvying up custom pie. Btobonline​.com. 4 Nov. 2011] 
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.