Return customers tend to buy more from a company over time, so it’s crucial to cater to this audience. It takes time and commitment to do this, but customers value original, helpful content, and are more likely to do business with brands they trust. Every time you publish custom content around a certain topic, you increase your authority within your industry. While sharing other people’s content may be helpful to your customer, it won’t build you own reputation. Tip: Create an FAQ page or an in-depth guide on your website that answers product-specific queries. By answering popular questions around your niche industry, you’re more likely to drive relevant web traffic and build customer trust, which can have a direct impact on conversion rates. When you create content specifically related to your products and services, you can reach existing customers who are searching online for helpful content. Delivering a regular stream of custom content to your audience shows that you care about giving users the information they want, which is part of Google’s philosophy. It tells them what your business does and what you know. Google and other search engines value custom content. Here are some of the main benefits of adding custom content to your marketing strategy: While this may seem like a simple solution, it doesn’t help any brand stand out online and won’t win over many new customers in the long run.Īccording to the Custom Content Council, 61 percent of consumers feel better about a company that delivers custom content. Many companies still rely on reposting content from other sites or buying generic, industry-related social media updates to post online. However, there is some overlap between custom content and content marketing – when custom content is distributed to the right channels, it still has the power to attract new customers.
It can take the form of blog posts, social media posts, email newsletters, white papers, industry reports, videos, webinars, and more. Create a strong following of loyal customers.Ĭustom content is more focused on retaining customers, as opposed to attracting new ones.Communicate the value of business products and services.Set a business apart from the competition.Position a business as an industry expert.Custom content is specifically created to inform and engage your current audience, in a unique brand voice, and it appears nowhere else online. But there’s a fundamental difference: Custom content is mainly aimed at existing customers, whereas content marketing is aimed at customers at every stage of the sales cycle and is geared toward improving search engine rankings. Free Actionable Bonus: Looking to elevate your content strategy? Get our our complete guide to creating a content strategy, plus a free content planning template and a list of 30+ places to distribute contentīoth custom content and content marketing rely on unique and valuable content to build customer relationships.
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