Ten years ago, custom content meant a newsletter or a member magazine of varying sizes and frequency. And today? It probably wouldn't be an overstatement to say a company's options are endless in how it can reach and engage current and prospective customers.
As John Bell points out on his Digital Influence Mapping Project blog, custom content, especially the digital kind, today can take many forms.
It could be an app, like the ones created by Kraft Foods and Geico Insurance. Or it could be a community site, like Weber Nation, created for owners of Weber grills to share their tips, techniques and grilling victories.
And the list goes on. There are more options today than in the past, but the goal of custom content has always been the same—to engage customers in a meaningful way.
The challenge for marketers is figuring out which strategy works best for their audience. Are you a marketer facing that challenge? We can help.
