Custom Publishing is all About Them…Your Target Audience

Custom publishing is about providing interesting, relevant and even funny information that your target audience will find useful or entertaining. The key is to understand who your target audience is and then provide content on topics that are valuable or interesting to them.

Providing custom publishing to your target audience is not about "look at what I am selling" but about them…"did you know" and "how can I help you?" The purpose is to position your brand as a trusted solutions provider, so that when they are ready to buy, they ultimately buy from you.

Creating great content through custom publishing is about building a relationship with your target audience by providing great content that is important to them. Whether your custom publishing projects identifies your business directly, passively or as a sponsor, show them your personality. Let them know that your company or group is not a faceless entity but is comprised of real people that care what their audience and customers think and are committed to providing exceptional products and/or services.

Before you start a custom publishing program, you need to find out what are your customers' informational needs. What are their pain points? What do they find entertaining that is related to your brand story? Social networking site such as Twitter and Facebook provide real-time conversations that can provide a window into what is relevant to your target audience. Seek out social search engines such as Webmynd, Kosmix and SocialMention that provide a wealth of information centered on relevant keywords and keyword phrases. 

Your customers are one of your best resources about what is most important to their needs and your target audience communities. Their positive and negative feedback provides great fodder for addressing relevant issues and creating great custom publishing content. History, industry trends and related subjects to the product or services you offer can often provide interest and showcase your company's personality. Members of your staff and teammates possess a wealth of knowledge and experience.  They are invaluable resources in writing great content for your custom publishing projects.

Listen to your target audience. Find communities through networking groups such as Twitter, Facebook and LinkedIn, along with blogs and forums where your target audience are discussing issues relevant to what you provide and write content that addresses the issues that are being discussed. Provide great content that addresses your target audience's needs helps you build authority. When writing custom publishing content, begin with "them."

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