Ad Age Custom Media Guide

ARE YOU IN THE RIGHT MINDSET?

For results that last, put readers first

By Kristen Bohn
Group Publisher, D Custom

The consumer age has consumed marketers. The push to put the "me" in media translates into personalized apps and niche-rich content. Whims are now widgets—from instant song dedications to your e-crush to keeping tabs on your fantasy football league. Users can personalize their online news delivery, their playlist, even their M&Ms. So how do marketers engage—and hold—the attention of an increasingly fickle market share?

Think "mind share," not market share. This type of strategy extends beyond ROI, trends, techniques and the medium. It even enriches brand identity.

And no other solution is uniquely poised to deliver that personal touch like custom content.

Simply put, if you want results that last, put your readers first. Walk in their proverbial shoes to figure out what's going to meet their needs and appeal to them. Role-play with your data and demographics to get inside their heads.

Who's the market? What are their ages, likes and dislikes? Are they worriers, warriors or wimps? Is there enough information to allow you to visualize this mythical creature as a person with a story to tell and a voice that wants to be heard?

A reader-sensitive approach embraces the quirks and turnoffs specific to a key demographic. It satisfies, informs and perhaps even entertains. It caters to this lifestyle.

That overloaded manager doesn't have time to browse through a confusing Web site, no matter how helpful your thought-leadership tips are. That mom with a moment is going to blip that e-letter on her BlackBerry unless it piques her interest—or solves today's problem with the kids. That executive on the run is going to nix that oversized magazine for something that slides more easily into the carry-on.

In a media-savvy world where first impressions can make or break you, collaborating with a custom-content provider with a core competency of reaching readers is critical.

This type of approach came about naturally at D Custom, where readers have been an integral part of company history for decades. Years after the debut of a successful city magazine, the editorial "ecosystem" grew to include a shelter publication that drew rave reviews. Fashion, bridal and entertainment publications followed, all the while growing a viral readership through unique blogs that celebrated the city's movers, shakers, socialites and all things interesting in between. Readers don't just read; they participate and demand more content.

So reader influence at D Custom is intuitive. Every process and creative endeavor begs the question: Will readers get it? Hundreds of decisions, from content length to font choice, must pass this standard no matter the medium. Pleasing these readers means stepping into their realm and viewing the world through their lenses, whether oversized aviators or reading specs. After all, in this on-demand media world, the Zen approach that may work so well for a hospitality client would be disastrous for the pragmatic large-enterprise client.

OK, say you're intrigued, but wonder if this method could dilute the brand. That's why collaboration is essential. Yes, marketers get to have the best of both worlds: strong brand identity and mind share. When branding is married to a cohesive message that consumers enjoy, you fulfill the brand promise. While our editorial strategists study how certain segments respond to various writing styles (readers first, remember?), they work within the perimeters of the brand. Designers know when to go big—and when to scale back. As a concept becomes reality, a visual and creative language develops as readers' ages, regional preferences and unique concerns all factor in.

But back to ROI for a moment: The same innovations that compete for mind share build the blueprint for what success looks like. Engagement isn't always measured in conventional terms; we are no longer operating in a conventional media world.

Make it relevant and they will read. Feed their imagination, fuel their curiosity and you'll reap the rewards of loyalty that endure longer than the most recent Facebook app. Starting the conversation the right way makes all the difference between widget and wow.

Kristen Bohn is a board member of the Custom Publishing Council.