Custom content is here to stay, according to the Custom Content Council. In 2012, branded content increased to 13 percent of the marketing pie, with no signs of slowing, and 79 percent of marketers are shifting to branded content. Even more importantly, 52 percent of companies have outsourced their custom content.
For companies dabbling in content marketing, this underscores the need to create custom content immediately. Companies use these custom content pieces for educating customers, fostering brand loyalty, up-selling, and retaining customers - and the meaty nature of content marketing means that customers and prospects have solid information to use when choosing providers.
For 2013, expect content marketing in the form of custom content to take center stage. Think case studies, white papers, branded special reports, and more that foster thought leadership and increase ROI - and companies do see solid ROI from their content marketing.