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The balkanization of Web content providers is leading to an increasingly fragmented and highly segmented content arena in B2B (Cheng, Blankson, Wang, Chen, 2009). From the many business models created by portal providers that range from Dun & Bradstreet (D&B) to Thomas Register to many variants in between, B2B Web content has found a dominant role in supply chain, strategic sourcing, B2B marketing, selling and service processes (Evans, 2009) . B2B content creators including D&B, Thomas Register and many others primarily sell to the VPs of Finance, Operations, Sales and Service as their content is actively used in strategies. The primary differentiator of B2B content is its use for initiating and completing strategies within and outside the organizations' four walls while B2C content is primary used for entertainment (Ying, Korneliussen, Gronhaug, 2009). B2B content therefore has a more value-based pricing and evaluation aspect to it relative to its B2C counterpart (Ghose, Yang, 2009). Implicit in the selling of Web content monetization solutions is also the need to be a trusted advisor to the senior management team members of any organization. This concept of the trusted advisor as it relates to content monetization is critically important as the valuation of an intangible good makes for wide interpretation of pricing and value defined (Liebermann,

Stashevsky, 2009).

In the case of Web content monetization software that takes into account consumer-based media including the New York Times, Wall Street Journal and present and potential Rupert Murdoch-owned properties (Kirby, Englemart, 2010) the challenges of system integration (Lopes, Galletta, 2006) are small compared to resistance on the part of consumers (Pauwels, Weiss, 2008). Defining the pricing elasticity by the latency or age of the content, developing strategies for reaching specific audiences of interest, and creating marketing programs that can underscore the innate value of the content are all critical. The use of web content monetization software will also be segment and audience-specific. The development and continual improvement of marketing strategies for reselling content also requires these Web content monetization systems have analytics as well.