CUSTOMMADE

By Jennifer Liptow

As Rob Whitaker noted in his well-worded post (really, read it if you haven’t already), 2009 promises to be a year full of unique challenges in our marketplace. With this in mind, I think it’s more important than ever to offer clients targeted and creative solutions to meet their particular marketing needs.

Our job here in Custom Media is to help fill your sales toolbox with a host of products and services you can customize for your clients. One such service that you may not be as familiar with is custom content development. As a publishing company with a solid track record of delivering expert material to our readers, we are the ideal candidate to offer this kind of service.  

Let me give you some examples of how specialized content can help your clients meet their goals. Suppose your client has a monthly e-newsletter that she sends out to customers. (We can create e-newsletters, too, but that’s another blog entry.) She wants to cover practice management, but doesn’t have the staff resources to develop well-written and researched pieces or the time to manage the process. We can work with her to determine topics and assign and edit articles, giving her quality content she can use to better communicate with her customers.       

Or, perhaps your client has created a resource center on his website, and needs articles on a variety of topics to populate the site. We can use a combination of original and repurposed articles to help him meet his content requirements. I’m not talking about filler; I’m talking about real information that provides real value to your client’s target audience.

Here’s a handy bulleted list of areas where content creation can come into play:

• Podcasts
• Web Seminars
• White Papers
• Single-Sponsored Inserts
• E-newsletters
• Microsites
• Insert Your Idea Here (Suggestions always welcome) 

In closing, quality content counts. We can help your clients create the content their customers will want to read and refer back to again and again.