Content Marketing vs. Custom Content
Why You Need Custom Content
Adding custom content into your marketing rotation is going to make your strategy much more well-rounded overall. It solves a couple purposes.
First, focusing on custom content allows you to address your customer's needs directly. Examples of this would be turning your FAQ page into individual blog posts, or creating videos demonstrating common troubleshooting options for your products. Not only is this content gold for your existing clients, but it doubles as content marketing to draw in anyone who happens to be searching for the same topic.
And second, custom content keeps the dialog open with your current client base. Creating material directed at your clients gives them the opportunity to respond, ask questions, share, and give you ideas for what else they'd like to see. That keeps your relationship strong with existing clients while showing potential clients that you are a company with an engaging, thoughtful approach to marketing and communication.
Fitting Custom Content into Your Marketing Strategy
As you can see, a well-rounded marketing plan can keep you very busy. All the more reason to have a plan of attack.
The best way to make sure you're reaching potential clients while still engaging your existing clients is to plan ahead. Meet with your creative team for a brainstorming session and hash out a plan for how you're going to create content. Do you want to create two posts and one video a week to bring clients in, plus one weekly post geared toward your clients? Or maybe you alternate every week, or decide to create a video series especially for your clients.
Switching up your target audience during content marketing planning will help you come up with new topics while creating content that is varied, interesting and appropriate for new and existing clients.