Custom Media Eclipses Traditional Media

Even as marketers draw back from advertising in traditional publications, they continue to aggressively invest in custom publishing. This enables them to create relevant content that  speaks directly to their intended audiences, helping them develop new business and strengthening existing client relationships.

One study from the Custom Publishing Council (CPC) and Publications Management said the average U.S. business spends $912,532 on custom publishing or content marketing activities. In 2008, there are more than 143,000 unique custom publications, an increase of 14.5% from 2007, according to CPC.

The opportunity is encouraging traditional media such as educational publisher Pearson and technology publisher United Business Media to go more deeply into the custom content field, according to a recent piece in B2B Magazine.

“Custom publishing certainly isn't a new trend, but the number of sources on the supply side and the growing demand is making this market what it is today,” said Sarah Rotman Epps, a media analyst at Forrester Research. “On the supply side, you've got publishers seeking opportunities for growth. Their legacy business is decreasing and stagnating, and they see custom as a way to leverage their existing infrastructure so they are boosting their capabilities by acquiring companies or beefing up their own staff.”

The rise of audience-focused, custom media is creating new opportunities for the companies sponsoring it -- new ways to build awareness, generate leads and develop them. “I think all marketers are employing custom content specifically to build or strengthen relationships with their best customers,” says Chris Schraft, president, Time Inc. Content Solutions. “For example, in the b-to-b space, often-times we're seeing custom content created in the form of white papers or thought leadership pieces.”

One of the key factors spurring investment in digital custom publishing, in particular, is the growing importance of search engine optimization in the overall marketing mix. Given that the customer's decision-making process increasingly begins with online research, it's vital to have relevant and insightful content. “Search is a huge b-to-b driver. It's how businesspeople find answers,” Schraft said.

Comments

[Eric]

This is such a great post! I've been learning more and more about custom publishing, and it makes so much sense. Targeting people based on specific needs, interests and behaviors. All marketers want to be more specific in their messaging, as opposed to trying to be all things to all people - that doesn't work.

Your point about Search being a key factor really resonates with me. According to emarketer in 2007, 87% of Internet users are searching. This will only grow in the future.

Check out this article in B2B magazine about a company in Wisconsin using blogging for search, and driving conversions.

http://www.btobonline.com/apps/pbcs.dll/article?AID=/20081008/FREE/810089981/1112/FREE

[Britton Manasco]

Thanks Eric. I appreciate the example. Sounds like a pretty compelling case. To your point, all my research on the topic suggests that new business increasingly begins with an Internet search. If you are not enabling prospective buyers to move down their own decision cycles by providing compelling content (via search), then you will remain invisible to them. They key is to engage them along the way -- going from an initial connection made possible by search and driven by them to an ongoing connection that is guided by their interests and driven by you. Or, as I've put it elsewhere, stay in their peripheral vision. BLM