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Custom Publishing: What, Why, and 80 Questions

Custom Publishing: What, Why, and 80 Questions

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Published by jpennypacker
A marketer's tool for helping generate leads, improve customer retention, and build loyalty. Eighty questions you need to answer to have an effective custom publishing program. Also presents research on the value of custom publishing.
A marketer's tool for helping generate leads, improve customer retention, and build loyalty. Eighty questions you need to answer to have an effective custom publishing program. Also presents research on the value of custom publishing.

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Published by: jpennypacker on Aug 13, 2009
Copyright:Attribution Non-commercial

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09/27/2010

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610.883.7988dancecommunications.com
thought leadership
 
u
 
engaging content
 
u
 
superior results
dance
communications
 
custom
publishing
u
 
What?
 
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Why?
 
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80 Questions
 
610.883.7988dancecommunications.com
thought leadership
 
u
 
engaging content
 
u
 
superior results
dance
communications
W
hat
 
is
 
custom
 
publishing
?
 
 A custom publication is acommunication vehicle in whichyou develop content to buildand maintain relationships withcustomers and prospects. It diers rom traditionalmarketing in that its primary ocus is on providingvaluable inormation to engage the reader. Thusyou position yoursel as the thought leader whois providing this inormation and make it clear it’sworthwhile or the reader to develop a relationshipwith you. Why? Keep reading.
TYPES OF CUSTOMPUBLICATIONS
u
White papers
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Newsletters
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Magazines
u
Books
u
Blogs
u
Websites
u
Research reports
u
Journals
u
Technicaldocumentation
u
Event materials
 
610.883.7988dancecommunications.com
thought leadership
 
u
 
engaging content
 
u
 
superior results
dance
communications
W
hy
 
custom
 
publishing
?
  A national poll conducted byRoper Public Aairs on behal o the Custom PublishingCouncil showed that:
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More than two-thirds o respondents say that companies that provide inormationabout their products and services help them make better purchasing decisions.
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Overall, custom media is a preerred source o inormation with nearly three-quarters o respondents agreeing that getting inormation about companies roman interesting collection o articles is more appealing than getting inormation romadvertisements.
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78% say that custom publications indicate companies are interested in buildinggood relationships with them and most eel better about the sponsoring companywhen they are reading a publication the company has provided.
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70% like custom publications because the publications provide articles andinormation targeted to the reader’s specifc interests.
 SOURCE: “Americans’ Relationship with Custom Publications and the Companies That Provide Them: 2009 Update,”Roper Public Aairs and Media, April 2009.
BENEFITS OFCUSTOM PUBLISHING
u
Generate leads
u
Retain customers
u
Position as thoughtleaders
u
Open new markets
u
Provide inormation
u
Foster relationships
u
Build trust, credibility
u
Target your market

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