Custom publishing has changed significantly since Rex created Hammock Inc. 19 years ago. While the “custom” part remains, “custom content” rather than “custom publishing” is a more accurate way to describe what we do and the work we create for our clients. Custom content is published in print, online, on websites or via social media. The platforms and the methods of distribution and syndication are varied based on the goals of our clients.
Last year spending on custom content increased, with marketers spending $1.8 million per company, according to a survey by the Custom Content Council. Lori Rosen, the executive director of CCC, shares four reasons why marketers should invest in custom content:
- Custom content allows you to control the message.
- Custom content allows targeting and segmentation strategies.
- Custom content allows the content to follow the customer wherever he or she is.
- Customers prefer custom content.
