content curation vital to businessKelly Outsourcing & Consulting Group has embraced content marketing in a big way. “We don’t do any [b2b] brand advertising at all,” said Todd Wheatland, VP-head of thought leadership and marketing at Kelly OCG.

Instead, the company spends about 60% of its b2b marketing budget on the creation, distribution and promotion of its content, which is designed to provide useful information to executives about staffing and outsourcing.

“I realized a few years ago, when content marketing was a sexy new term, that we had really been doing it for about 10 years or more,” Wheatland said.

Kelly OCG is not alone. Custom content is a $41 billion business, according to the Custom Content Council. Research firm Outsell Inc. estimates marketers spend $67 billion annually on their websites, the heart of most content marketing.

The rise of content marketing, which can include custom publications, email newsletters, video and […]

Read Full Article: Content marketing becoming vital :: BtoB Magazine.