Another panelist agreed that custom content can be powerful but cautioned publishers to exercise restraint and make sure the content is truly of value.
“Do not overassume people will want to read volumes of what you are talking about,” said Lynne Esparo, senior director of marketing for Nuance Communications, a speech recognition company.
“Custom media has to be timed right and [be] enticing. You need to give them a small amount at a time,” she said. “Once you have a relationship with someone, then they really have a tolerance for you. But think about how much information you are pushing out to people.”
Esparo said publishers that provide the content Nuance uses are important partners. “You help us with that third-party validation,” she told attendees. “You are the experts. You are who our customers are reading for nonbiased information. We have a symbiotic relationship.”
The final decision about whether to create custom content organically or buy it depends on several factors.
BearingPoint's Dunay said the choice hinges on the size and prominence of a particular program, and on its objectives.
Mediaedge:cia's Peterson said each client obtains content in a different way.
“Someone like Chanel creates all their own content, versus Genworth, which looks to us for that,” she said. “You have to be flexible in the role you play with any marketer.” M