Unless you’ve spent the past decade or so in a pillory, you’ve probably heard that content is king.
The adage is most certainly played out, but the fact is that content still reigns supreme when it comes to organizations building relationships with people.
And research conducted by the Custom Content Council with Roper Affairs only pays homage to the notion. (OK, we’re done with the metaphor).
The stats are good news for content marketers:
- 90% of consumers find custom content useful
- 78% of people believe that organizations providing custom content are interested in building good relationships with them
- 77% of people understand that an organization’s goal for custom content is to sell them something, but are OK with it as long as it provides value
- 73% of people prefer to get information about an organization in a collection of articles rather than in a traditional advertisement
- 61% of people feel better about a company that delivers custom content and are more likely to buy from that company
Custom content is useful, accepted, helps to drive purchases, improves relationships, and comes in the format that people prefer.
Long live the king.
What’s your take on custom content?