Illuminating the Future:

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.

Marketing Transforms into Publishing

Why is content more important than ever to marketing success?

That's the question that three marketing experts -- Joel Granoff, founder of BeGreeted, Joe Pulizzi, founder of Junta 42, and Brian Massey, a "conversion scientist" who produces the Customer Chaos blog -- set out to address in a recent webinar.

The group rolled out data showing that 100 billion spam emails and 700 million direct mail pieces -- two per person -- are being sent out every day in America. Given this blinding array of marketing messages, prospective customers heavily filter them. "It's more challenging than ever to have strong and powerful communications that reach customers -- let alone prospects," notes Granoff.

However, these same individuals also require content "to help them make smarter buying decisions and solve problems," says Pulizzi. "They need relevant, consistent and compelling information."

He notes that "best in class content" builds trust and opens doors. This is the key factor driving what he calls "content marketing" and encouraging marketers to increasingly act as publishers. "Marketing is transforming itself into publishing," he adds, noting that this trend leads to less emphasis on pitches, unsought offers and product-driven spin. "We need to create content that meets the needs of readers. They want great content but don't care where it comes from."

Interestingly, research suggests that marketing budgets are shifting from the vehicles of communication -- consider the minimal distribution costs associated with email -- to the development of content. One study from Junta42 and B2B Magazine suggested that as much as 30% of B2B marketing budgets are now devoted to content -- a figure that is forecast to rise to 50% within the next few years.