According to a soon-to-be-released research report from MarketingProfs/Junta42, 55% of b-to-b marketers outsource some portion of their content marketing. Larger companies (1,000 employees or more) are 60% more likely to outsource than micro-companies (less than 10 employees).
Makes sense, right? Smaller companies with smaller budgets doing more with less resources.
It may make sense, but business-wise, it's not smart.
In my opinion, 100% of companies should be outsourcing at least part of their content marketing. Don't get me wrong...it's natural to want to do everything ourselves.
But get this...if we really want to position ourselves as the leading experts in our industry, we must outsource portions of our content marketing. Why?
This is our ninth installment of the Junta42 Top 42 Content Marketing Blogs. Since our first back in January of 2008, Brian Solis has finished in the Top 10 five times, including a second, fourth and fifth place. This time the popular author, speaker and social media blogger earned a clear first place. Congratulations Brian.
We started with reviewing 81 content marketing related blogs in 2007. Today's Top 42 contains nearly 400 blogs. For those interested, here's how we judge the Top 42. Special thanks to our lead researcher, Janet Robbins, who goes through each one of these blogs individually every quarter.
The following is a guest post from Pam Kozelka, Junta42's Director of Operations.
My background is in social work. I know that makes absolutely no sense, but as I got older and had kids I realized it wasn’t for me anymore (at least full time). So now I dig content marketing and social media.
Lately a lot of the projects we have been getting at Junta42 are what we call content-only projects. They are successful brands who know that they need good content to demonstrate thought leadership, or maybe to enhance their search engine rankings or social media, but these brands are not ready to take the leap to a full content strategy or a full turnkey project.
It's the "time to go get the content" strategy. That means someone realized at the 11th hour that content was needed, but it wasn't part of the plan in the first place.
Why are we getting all these content-only projects? It's not because these brands have in-depth content marketing plans and strategies and only need content. Most of the marketers we talked to don't. The answer is Social Work 101.
The 4th Annual Junta42 Golf for Autism on August 16th at the beautiful Acacia Country Club was indeed special this year.
Yes, we had more golfers this year. Yes, we had more sponsors this year. To date, we've raised almost $50,000 to support the Easter Seals Northern Ohio autism services (setting a record this year). So many people to thank. So many (see below).
But without a doubt, Joshua stole the show. This year, Joshua told his story. The video says it all. Transcript is below.
My name is Joshua Pulizzi and I am eight years old, almost nine. Thanks for coming to the Junta42 Golf for Autism. My mom and dad realized that when I was 18 months old that I was doing things a little different than the other kids. At age two I was diagnosed with autism. I had to receive speech therapy in order to talk. I had to have lots of people come to my house to help me learn to play. I also had someone to help me strengthen my muscles and help me not flap my hands so much.
Now I am going into the third grade at St. Mark's School. I LOVE LEGOs and playing with my brother Adam. I want to be a master builder for LEGO or an engineer when I grow up. Thank you again for being here, and helping other kids with autism. If they get lots of help like I did when they are little, their chances of success are awesome.
Special thanks to Todd Sheppard for the video.
If you would like to be a part of this effort, join our Facebook Causes page here. You can also donate at that location. All proceeds go to the Easter Seals to help kids just like Joshua. You can also send donations directly to:
Special thanks to our major sponsors this year: GIE Media, Petco, Cleveland Steel Container and Foster Printing Service. Our hole sponsors: North American Publishing, PR 20/20, T3 Publishing, OpenView Venture Partners, Interact Media, Talefoundry, SocialTract, Linn Communications, D Custom, Totem Brand Stories, Execution Matters, Ascend Integrated Media, Kevin and Lee Ann Lednik, Sue Hoffman, Mike and Michelle Pistillo and Jim and Laurel Clarke.
And a very special thanks to our volunteers: Mike and Lynne Pistillo, Joe and Pam Pulizzi, Lisa Francisco, Michelle Pistillo, Laurel Clarke, Angela Vannucci, Beth Brinton Orlando, Christy Barksdale, Christina Capadona-Schmitz, Barb Schmitz, Megan Spencer, Joe Kalinowski, Brianne Haddox - Billboard Connections (signage) and Duke Printing (programs).
And of course, a very special thank you to Joshua and Adam Pulizzi.
Only a few weeks left until we release our findings from the 2010 B2B Content Marketing Study from Junta42 and MarketingProfs with assistance from the Business Marketing Association and American Business Media.
One thing that caught our attention was the difference in content marketing spending and tactics between small companies and larger business-to-business companies.
A few key highlights:
Small companies (those with less than 10 employees) blog more than large companies (over 1000 employees) at nearly double the rate (64% to 39%).
Small companies have been faster to adopt social media and eBooks.
The average B2B company spends 26% of their budget on content marketing. Small companies spend 34% of budget while large companies spend 21%.
But one thing did ring consistent within all company sizes and sectors...over 50% of B2B marketers are increasing their spend in content marketing for 2011. Of the more than 1100 B2B marketers we surveyed, only 2% were going to decrease their content marketing spending.
Not too shabby.
When the final report is complete, you'll hear about it right here. Thanks for your patience.
Joe Pulizzi is a leading author, speaker and strategist for content marketing. Joe, founder of content matching site Junta42, is co-author of Get Content Get Customers. This blog looks at the trends in content marketing, and how marketers can learn to think and act like publishers.
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