Presentation from Joe Pulizzi given at the ABM Entrepreneur's meeting in Chicago in February on how small publishers need to look at and sell custom publishing services for marketers, and the trends going on in the custom content area.
6. The Reverse of the 80/20 Rule We used to spend 80% on distribution (“media”) and 20% on content (“production”) Buying reach, creating engagement We will more and more spend 80% on the content, and 20% on distribution (drive traffic) Creating engagement Getting reach
12. B-to-B & Custom Media Junta42 / BtoB Magazine Study March, 2008 Custom Media comprises 30% of B-to-B Marketing Budgets
13. B-to-B & Custom Media Junta42 / BtoB Magazine Study March, 2008 Custom Media comprises 30% of B-to-B Marketing Budgets Over 90% of Business Purchases Begin Online – Forrester (2007)