A New Mindset in Custom Content

Technology has given buyers the power to tune out, turn off and unplug traditional brand messaging. In order for marketers to effectively compete, their custom content must inspire their audience to engage with them and begin relationships that lead to transactions. Custom content marketing is the creation of valuable, relevant and compelling content to a targeted audience that creates or maintains a specific behavior. Marketers must adapt to this new mindset in their custom content writing. They must think less like a marketer and more like a publisher.

Marketers' experience and training in crafting content has been traditionally focused on communicating company attributes along with the bells and whistles of their products and services to their audience. Marketing content was primarily sales copy crafted to entice customers to buy.

Journalists on the other hand, through training and experience, create editorial content that is focused on storytelling that delivers valuable and informational content to their readers. It lacks the "sales pitch" of traditional marketing. Journalism + marketing equals success.

Buyers are in control of what they read, see and hear. Buyer's trust in advertorial content is low. They effectively tune out the "sales pitch." But, they are hungry for custom content that is meaningful to them. They even seek custom content help in making wise purchasing decisions. Buyers will begin a relationship with brands that deliver valuable information. If the custom content is consistently meaningful and valuable, you will build trust and authority. Marketers cannot afford to keep doing the same thing in their marketing campaigns and expect to get optimal results. They must adapt a new mindset in their custom content marketing efforts.

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