Content marketing becoming vital – Companies devote more resources to talking directly to customers, prospects

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

BtoB 

Kelly 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.

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