Finding a Custom Publisher

Why finding the right custom content provider may be the most important decision you make.

Whether you're just starting out with a custom publishing/content marketing program, or you seem to have hit a brick wall, know that there are many expert custom publishers and content providers available to help you craft informative copy targeted specifically at your customers and prospects.

More and more brands, as well as associations, are outsourcing their custom publishing for two reasons:

  1. They don't have the expertise in house to get expected results.
  2. They want to concentrate on core areas of the business, and outsource the custom content and distribution to experts who understand the in's and out's of print and online content.

According to a recent Junta42/BtoB Magazine survey, more than eight out of ten business marketing professionals outsource some portion of the custom content process. Why? The content marketing/publishing process is extremely complex, and you need professionals dedicated to your content 24 hours a day.

Take These Steps to Custom Publishing Success

Step 1: Ask These Seven Questions

To be honest, most marketing and association professionals begin a content marketing project by looking at the initiative, and not necessarily the real reasons for producing a content project.

  1. Who are your primary and secondary targets for your content project?
  2. What do you want to tell them?
  3. Do you understand what the key informational needs of the audience are?
  4. Can you commit to your content project and execute it consistently (at least for 12 to 18 months)?
  5. What is your ultimate goal for the content project? In one year from when you start blogging, how will your brand be different?
  6. Are you looking at the custom publishing project as a challenge or something that could be fun?
  7. Do you have an idea of which content tactics would be involved?

Options for your content project include the following:

Advertorials & Supplements
Annual Reports
Blogs
Books - Electronic (eBooks)
Books - Print
Case Studies
Custom Events & Roadshows
Digital Magazines
Directories (and other Data-Driven Solutions)
E-mail Newsletters
Intranets
Magalogs
Magazines - Customer or Employee
Newsletters - Customer or Employee
Online Communities/Social Media Projects
Online/Virtual Events
Podcasts
Show Dailies
Video
Web Portals/Microsites
Webcasts/Webinars
White Papers

At this point, you shouldn't finalize your choice, but you should have an idea of what you think we'll work best (your publisher can help you with the rest).

It's important to discuss these questions with the internal team that will be working on the custom content project. In addition, by brainstorming this a bit, you'll have a better idea when you begin your search for a custom publisher.

Step 2: Finding Your Custom Publisher

Until recently, finding a custom publisher was a challenge. There are literally thousands of custom publishers in North America alone. Trying to decide which one is the best fit for your company and your specific circumstances was almost impossible.

That is, until The Junta42 Vendor Matching Service. The Junta42 Vendor Matching Service is a free tool for marketing and association professionals that simplifies the custom publisher search process. What used to take two to six months to finalize the best three to five providers, now takes just minutes. The Junta42 database contains hundreds of publishers and thousands of publishing combinations.

All you need to do is sign up and complete a simple five-minute form. After that, you can decide whether to search the most relevant profiles yourself, or have Junta42 choose the most qualified experts for you. That's it...and you just saved time and money that can be better spent on your content project.

As you complete the Junta42 questionnaire, keep these seven questions in mind:

  1. Do you need a publisher who has experience in your market sector?
  2. Is it important that your publisher does not have a client who competes with your company?
  3. What content and publishing services do you require?
  4. What is the budget for your content project?
  5. Have you thought about delivery options, and the integration with your current marketing activities?
  6. Do you have a database of target customers, or are you contemplating a purchased list?
  7. Who will manage your publication internally? (You need a point of contact that can help lead the approval process.)

Services vary, but should include:

  • Content Strategy
  • Editorial
  • Design
  • Production
  • Account Management
  • Website Design, Content & Maintenance
  • Advertising Sales
  • Database Management/Segmentation and Audience Strategies
  • Research and Measurement
  • Circulation/Distribution/Audience Development Management
  • Promotion and Publicity
  • Social Media/Online Integration and Promotion
  • Multi-Language Editions

Step 3: Narrow the List

After discussing your content project with your "publisher matches," start to narrow your list. If the annual project budget exceeds $150,000 USD, we recommend visiting (in-person) your three-to-five finalists. Unless you feel comfortable with one of the publishers at this point, invite the final publishers to visit your headquarters.

Although each publisher will have the expertise to complete your content project, the publisher's management team, culture, experience, compensation models and passion for content are all important aspects of making a final decision. Here are some additional recommendations from the Custom Publishing Council.

Seek synergies - Look for publishers with expertise in your industry, yet you'll probably want to avoid conflicts. Seek companies who understand your market and can best speak to your audience.

Consider custom expertise - Also, look for publishers whose custom projects clearly take into account the client's needs first, not the publisher's needs. You want a publisher who's demonstrated the ability to create a product tailored to the client's situation. Make sure the samples don't all look and sound the same. You have a unique audience, objectives and messages. The publisher's ability to craft and customize a publication to your needs is crucial.

Look for additional resources - Your custom publisher should also be able to offer you extra services that fit your company's needs, such as advertising sales, website development, research capabilities, distribution management, etc.

If you need help at all getting started, or getting through your "finding a custom publisher" process, contact us any time at info[at]junta42.com or 1-888-554-2014. We can walk you through this extremely important process and help you find a publisher that will drive results for your business.

In addition, you may also be interested in our complimentary white paper, "How to Attract and Retain Customers with Content NOW."


Get in the Game!

See Junta42's Content Marketing Playbook.