Value of custom content

DCP knows firsthand from various clients that custom content engages audiences and helps businesses develop lasting relationships with consumers. However, it is becoming increasingly evident that custom content is also a great vehicle for companies to market to other businesses.

Chevron’s Next magazine (published by DCP) is primarily focused on B2B, exemplifying this trend. According to a recent article in Marketing Week by David Burrows, they’re on to something.

It's always difficult to predict what the B2B marketing trends will be for 2012.  At DCP we are always trying to stay ahead of the curve with "next products," tactics and strategies for our clients.

Forrester recently put out B2B Marketing Trends And Predictions For 2012 by Jeff Ernst for CMO & Marketing Leadership Professionals.  Jeff highlighted a few key findings in the white paper.  For a complete edition, refer to the Forrester website to download the white paper.

A report presents the results of a study conducted by Roper Public Affairs and Corporate Communication for the Custom Content Council shows CMOs Increasingly Value Custom Content. This report measured increases over five years from 2006 to 2011. 

Close to nine in ten CMOs say that they see value in the service provided by custom content (87% say custom content is very or somewhat valuable). This represents a 15 point increase from 2006.