What is good custom content for?
Posted by Jason Stern on Thu, Jun 17, 2010 @ 12:46 AM
Running a business requires a vast amount of knowledge around a specialty. Businesspeople often take for granted how much they know and underestimate how conveying their knowledge will draw interest and attract customers. Being a source of expert content gives a company and it's brand the opportunity to position itself not just as a provider of products or services, but also as a source of the story and narrative that surrounds every enterprise.
The most effective way to convey meaning is with a story. Every business has a story to tell that is unique and inevitably engaging. This is why marketing strategies that include custom publishing and custom content can be so effective.
Good content is not only the domain of journalists, and there is not an ironclad distinction between advertising and reporting or storytelling. In fact the best advertising is effective because it tells a story. Custom content, whether it's a newsletter, a magazine, video or audio content, or even a graphic novel, creates a depth of engagement with a customer that goes beyond an enumeration of practical benefits. It gets the reader involved. Articulating the knowledge required to run a business and produce a product or service positions its creator as a specialist and leader in his or her field.