The study from social media marketing solutions firm R2integrated in November 2010, shows that of those surveyed, more than two in five said that time and resources was the greatest barrier to social media marketing. Return on investment was also a concern.

The findings indicate that although companies in the first instance are attracted by relatively low initial costs of a social media programme, internal time and resources to maintain and monitor a company’s online presence is often under estimated.

Matt Goddard, CEO at R2integrated, quoted in eMarketer said “Most marketers understand the basic need to provide useful content to social spaces, but they aren’t able to keep up with the ongoing publishing demands, and don’t know how to manage conversations around their content within a community of interest.”

The demands of producing relevant online content to engage consumers, is not a problem that is going away soon, since consumer demand to engage with the content and share it with others continues to grow. However there could be an answer for the savvy marketer in 2011 according to another survey … 55% of companies outsource content marketing,

The findings relate closely to a recent survey from King Fish Media, HubSpot and Junta42 – the 2010 Social Media Usage, Attitudes and Measurability” study, which showed 73% of US companies with a social media strategy using branded content in their campaigns.  Nearly half of respondents regarded original content as an “extremely important” part of a successful social media campaign.

A full report is to follow but the sneak preview further shows that companies with 1000+ employees are 60% more likely to outsource content marketing than micro companies (less than 5 employees).

While understandable, the post suggests that all companies should be outsourcing part of their content marketing for the following reasons:

1) Someone out there will have better ideas than you do.

2) You don’t have time to do everything.

3) You will not be as focussed as your appointed content marketing agency would be.

The question that caught our attention was to do with how she sees the role of social media within website marketing activity, particularly in relation to SEO.

Here’s what she said:

“I think having a solid site: great content, good experience for users (intuitive navigation, responsive), descriptive page titles, standardized URL structure, etc., is of primary importance. A strong site is the foundation where you’ll likely make your online conversions. Once this foundation is established, the social media approach helps drive traffic, builds excitement (and inbound links), that you’ll be able to capitalize on with your solid site.”

However, consumers will pay for movies, music and games, which top the rankings of things we will pay for online.

Blogs and consumer generated video ranked lowest of all and were generally expected to be free.

The research firm found that consumers expect content to meet certain criteria before they are willing to pay for with 78% saying they should get free online access if they already subscribe to a newspaper, magazine, radio or TV service.

Nielsen found that 47% of respondents are willing to accept more advertising to subsidise free content. In turn, 64% believe that if they must pay for content, there should be no ads.

Fuller describes digital media as a “war zone” where creative ideas will dominate. He referred to his own operation, 19 Entertainment, as a “bespoke aggregator”. “The next big idea could come from some kid in India. That’s the way it should be – I’m excited,” he said, quoted in The Guardian.

Fuller said that while he believed certain companies – such as Google and Microsoft – have a “big head start” in online there is still room for many players in the emerging digital media market.

“It is a unique time, a troubling time but special because I don’t think anyone has all the answers. No one has really figured out how this can work positively for everyone” he added.

Meanwhile, Fuller’s former protege Mel B is creating some compelling content herself on ITV’s ‘7 days on the breadline‘ where she and 3 other celebrities spend a week helping families on a Leeds Council Estate. While Austin Healey, Trinny Woodhall and Keith Allen are building solid social conscience credentials, Mel B’s disappearances to the gym and use of camera crew money to supplement the weekly budget are not playing quite so well.

Mashable has just posted their top 5 business blogging mistakes and already has 17 comments. So foolishly I’m going head to head with my own. Come on big man, let’s see what you’ve got (cue Victorian boxer type shuffle and arm movements).

1) Going off brand

Frankly we’re just waiting for the next Gerald Ratner like disaster to happen and it will probably come via social media. Too many senior egos operating off piste, off message, without a map and forgetting they represent their company.

2) Not telling anyone.

To maul the classic existential question, if a blog is written, in a remote wood with no one to read it, does it make a noise?  Blogs entries need publicising through social media channels and email to make sure your audience has a chance to read it.

3) Not posting regularly

There’s a direct correlation between frequency of posting and the number of views. Blogs allow you to reach out  every day – you couldn’t get away with that by email or post. Don’t post often enough though and your audience will assume you don’t have much to say.

4) Running a blog remote to the company website.

 It’s all about traffic. If you have compelling enough content, why would you want to send all the resulting traffic to a separate destination rather than your company or brand site where you can sell things?

5) DIY  

Because channels like email, Twitter, LinkedIn  are quick and cheap to set up, many companies assume they’ll be cheap to run and forget about a content budget. In new media terms, you are what you communicate and best not leave that to the intern, as Habitat found out in June. Employ a content provider that knows something about public relations.

Mashable’s top five blogging mistakes here

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