Survey: Marketers prefer own custom content

Nearly one-third of B-to-B marketers' budgets are spent on custom content. Most of this is spent on newsletters (69%), white papers (50%) and case studies (48%). Intranet communications account for about 36% of the budget.

Is this a good trend? Though it is likely cost-effective to use in-house staff to create intra-office information, if the staff doesn't have the experience to create well-written, informative and engaging content, the most could still be wasted.

Joe Pulizzi, founder of Junta42 said, "Business marketers continue to invest more in their own content marketing, but knowledge of the industry or the practice doesn't seem to have budged. Clearly there is a need to educate marketers looking to deliver relevant and compelling content to their customer and prospect base."

How are marketers finding the basis for their content? Primarily through search engines (30%) or speaking with a colleague (28%). Other sources include internal resources such as quarterly reports (15%) and industry publications (13%). Only about 3% hire a consultant to help create custom copy.

Tags: b-2-b marketing, custom content, online content