February 19, 2014

Customers Now Demanding Custom Content

Think of that warm feeling you get when you do business with a company that you like and support. When customers agree with a business, they come back for more—plain and simple. 

So, consider this: according to recent research from Roper, two thirds of consumers claim that the information provided by custom media helps them make more informed purchasing decisions. More than half of those surveyed indicated that they would buy another product from a company that provides them with custom content. The study also concluded that more than three-quarters of consumers understand that a company is trying to sell them something while reading custom content, but they feel it is okay since the information provided is valuable.

In fact, seven out of 10 consumers would rather learn about a company through a collection of articles instead of a traditional advertisement.

The custom content mindset has swept through the B2B world, as companies are taking a different approach to traditional advertising by explaining their logic instead of forcing ideas upon customers. In fact, 93 percent of B2B marketers are now using content marketing to spread their brand name across the Internet. 

Here are some of the benefits of creating custom content for your company that can help your business establish a lifelong partnership of trust with the people that matter most to your business:

Establish yourself as a thought leader: It’s an exciting time for your company as you develop your voice and show the world who you are and what your business stands for. Whether it is only a few people writing on your blog or a whole team of industry experts, your collective opinions will set you apart in the industry and will establish your business as a go-to source for industry opinions and advice. The custom content that you create will be a showcase for potential clients as well as a kickstarter for conversation.

Build your arsenal: Any well-developed business strategy will have a multitude of options to unveil to the public including cutting-edge industry news, market trends and analysis, company specific news and interviews with company brass. Custom content can also include white papers, datasheets and case studies as well as multi-media elements such as videos and podcasts. In other words, blogs are the bare minimum—“creative content” is an umbrella term that covers a whole lot more.

Hone your voice: There is no “one size fits all” approach when it comes to creating custom content. Every business has unique needs and will ultimately have a different preference. For this reason, think of custom content creation like going into a store to purchase a new suit. Just like a tailor will match your suit to your individual needs and preferences, your content can be individually tailored to match your tone, style and audience. Your content can be sturdy like a tweed suit, or loud like pinstripe. It all depends on what you want. There is no right or wrong answer when it comes to the words that you put on your site, as long as it effectively communicates your ideas and speaks the language that your business wants to portray.

So, how does your content fit on your website, blog or social media channels? Make sure you get a tailored approach that perfectly fits the brand image that you want to display, so that you can look sharp for your audience.

Edited by Brooke Neuman

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