Earlier this week OLA’s Internet Activity Index revealed content led sites are still king online with a 24% increase in share since 2003 with communications and commerce sites falling behind. -41% & -19% respectively.

And then on Friday, NMA broke the story that the UK’s second biggest advertiser, P&G is introducing a payment by engagement model for publishers whereby they are remunerated by the number of sign-ups to newsletters or video views.

2-0 to those of us looking to promote content and engagement this week then – email marketers, bloggers, social media networkers, Twitterers and status updaters

But while content is king, it’s also a scarce and valuable resource. The stats for Twitter, blog and email newsletter abandonment are huge. The chief enemy of online content generation, is not actually time and subject matter, it’s a failure to recognise that it requires a budget. Too many DIY CEO bloggers are left ranting about their utility bills for want of an on-brand, customer-engaging writing resource.

A dedicated, outsourced resource can turn on the hosepipe of relevant, useful, entertaining content and keep it running. In fact a hosepipe is a handy metaphor. Content  is the water enabling a brand to flourish online.

P.S. The political origin of the phrase ”It’s the (insert word), stupid’ here