Rodale
There is a lot of growing evidence that shows that custom content can be one of the most powerful and effective ways to educate, retain, and build brand loyalty with customers. The challenge for most publishers and site managers comes in developing that content. Brand marketers often find it very difficult to consistently create a high caliber of content across multiple channels that optimally meet both consumers’ needs and their own business goals. It is becoming increasingly obvious that you can’t “just slam some free stuff up” and expect it to do the job. Careful, deliberate planning is required and constant attention and management is necessary to manage and optimize the process.
And the old fashioned publishers, some of whom were seemingly late in engaging online, are leading the way when it comes to understanding and deploying the discipline and processes that make it work best. A good example and perhaps one that others might follow is legacy health and fitness lifestyle magazine and book publisher Rodale Press (Prevention, Men’s Health, Women’s Health, Bicycling). And not only do they practice what they preach, they have dedicated assets to continue the study and refinement of online content methodologies. They don’t mind sharing what they know either!
In a new white paper from Rodale Custom Content & Marketing, they share important new material to help publishers think and act like a media brand. And the paper maps out some of the keys to creating content that fulfills customer needs in authentic, dynamic, scalable and sustainable ways. The paper also provides a 10-step “Real Insights” roadmap that gives you an end-to-end process to develop, execute and measure the impact of your unique content.
So if you’ve been wondering if you can get around the hard work and cost associated with generating and managing content online, you might think again. The quality stuff is still what works best, longest. Rodale is a good example.
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