When you mention content marketing to a business-to-business marketer, even an experienced one, the best reaction you get is confusion. Content marketing, otherwise known as custom media, custom publishing, or customer media, is perhaps the biggest industry that no one has ever heard of.
According to Veronis Suhler Stevenson, a B2B private equity company, content marketing rose almost 30 percent last year to $28 billion in marketing spend. American Business Media estimates that approximately $4 to $7 billion is pure business-to-business. To put that in perspective, the average company spends about $1 million on its custom content projects (think custom magazines, newsletters, content portals, etc.). Not bad for an unknown industry. Most senior marketing executives don’t have a clue how much is really spent inside their own companies on editorial content serving their customers and prospects. Those times are changing!Continue Reading