Originally published October 14, 2021 , updated on January 18, 2023
With 4.66 billion active internet users in the world, digital content marketing has become a top priority for many companies. This is why most companies have a budget for web content writing services.
But, more and more, internet users don’t want generic content that can be found everywhere. They want value. They are looking for custom content that speaks directly to them.
In this blog, we dive into the power of creating content that is custom-made for your existing audience. But before we do that, let’s take a look at the difference between content marketing and custom content writing.
The Difference Between Content Marketing and Custom Content
Many people will argue that there’s no difference between the two. But content marketers know that there is, and it’s important to distinguish. Content marketing is used to lure and attract potential new customers and clients. Custom content is content created for an existing audience.
Put another way: content marketing attracts your intended audience to your website. Custom content is what will keep them there.
Adotas explains it clearly, too: “This (custom) content would reinforce the brand, communicate the value of the product and create new opportunities. Custom content is the creation of ‘branded content’ for a customer. And, for the most part, custom content is created for the client to communicate with their own existing customers.”
Now that you know what it is, let’s dive into what it can do for your business and brand.
Custom Content Writing Provides Existing Customers With Answers to Specific Questions
Existing customers don’t want to visit your website for generic content. They already know how your goods and services make a difference in their lives. What they want is to read more about the specifics.
Let’s say that your product is a digital note-taking app. In this example, your existing customers already understand why an app such as your one is a good idea. They’ve already read all the stories about digital notes vs paper notes, etc. Now is a good time to serve them up some custom pieces that they will find valuable.
Ideas for these include details on how your app integrates with Gmail and how to add emails to their notes in the app. Or perhaps a story on how to create collaborative notes that others can access too. These are specific issues and questions that your customers will have. The content you’re creating should directly address these.
It Helps Reinforce Your Brand Image
Writing generic content that people can find almost everywhere else won’t do much for your reputation or image. While it can be good for SEO and customer attraction, it’s custom content that helps with customer retention.
A custom piece will show – to your customers and others in your industry – that you know what you are talking about. It will highlight that you are a trailblazer in your space, and it shows your desire to really add value to your audience.
All of this contributes to building and reinforcing a positive image for your brand. And it also builds trust, which brings us to our next point.
It’s Good for Customer Loyalty
When you’re constantly giving customers and subscribers what they want, they are far more likely to want to carry on doing business with you. This is why custom-made content works so well for loyalty building.
It’s answering all the questions that your audience may have around your products, services, and sector. This establishes you as an expert in your field and inspires trust in your customers.
Loyal and returning customers are excellent for profit. Reports suggest that companies can see a 25% increase in profits if there’s a 5% increase in customer retention.
Custom Content Writing Is Good for SEO
How many times have you searched for something super specific? Something like “How to integrate Asana with Gmail?”. We’re guessing this happens more often than not. Well, companies who create such specific and custom content are the ones who rank high up in search results.
These pieces also have keywords that are specific to your industry and brand. If you use long-tail keywords that are specific to your offerings, you’re more likely to come out on top. This is because you’re likely to be in competition with fewer websites. You can use an SEO content writing agency to assist with this.
It Builds Authority and Credibility
General content marketing is great for your brand, but it’s the custom pieces that will help you build authority and credibility. And we don’t just mean among your audience. This type of writing is good for domain authority, too.
Search engines like content that is authoritative, relevant, and credible. The more you write these pieces, the more credible you become. And the more authoritative you are seen to be by search engine algorithms.
This plays a big role in how your website and business is viewed by Google and other search engines and, in turn, contributes to how you rank on them.
It Offers Value to Your Customers Beyond Products and Services
It’s always a great experience when a business offers more than just products and services. Customers want valuable information and useful reading from businesses too.
Sure, there are a few customers who simply want to buy your product or service and never hear another word. But many are looking for new ways to use your products and services to improve their lives. Give them this information. You have their money, but go above and beyond and offer them more than just what you sell.
Use the opportunity to remind them how your specific offerings can help improve their lives or business.
It Gives You Space for Long-Form Pieces Specifically About Your Brand
Content marketing is not the space for long-form pieces about your brand specifically. Lengthy blogs and posts that detail your service offerings or products are more likely to repel new customers instead of attracting them. There is, however, room for long-form content. It’s most likely something that your existing audience will appreciate.
They will want to see and read more about your products or services and how to use them. Long-form pieces are strong SEO tools. Use these longer pieces when you are doing custom content writing. If you’re not sure how to create longer pieces, it may be worth investing in web content writing services.
As more people turn to the internet to find information, businesses need to ensure that they stand out from their competitors. Custom content writing is a great way to retain existing customers and become established as a pioneer in your respective field.