While some are scratching their heads at the thought of New Year’s resolutions, companies that provide their customers with branded content are ahead of the game.
A recent joint survey from the Custom Publishing Council and ContentWise found that marketers have seen a stark difference between the value of branded content, also known as custom publishing, and other media. Many of the survey participants reported that they would increase their branded content spend in 2010. In 2009 alone, responding companies said that nearly a third of their media budget was earmarked for branded content expenditures, primarily because of their effectiveness in educating customers and retaining them. The survey also reveals that over half of the participants outsourced some part of their custom publication to vendors like custom publishers and designers.
But this shouldn’t be a complete surprise. Communication in 2009, and quite possibly beyond, demands personalization on just about every level possible. Branded content, like branded anything else, is created with a specific audience in mind. When all the clutter has been lifted from the printed pages, web pages, etc., people get what they want without the confusion and distraction of unrelated ads, disjointed articles and information that has virtually no value to one’s decision to buy in or stay in.
– Natasha Dorsainvil
