Custom Content Generation to Win New Customers

0 Comment(s) | Posted Apr 8, 2010 by Peter Wylie

Peter Wylie

USA Today announced today that it is outsourcing content generation for its Travel Tips section to Demand Media, a content network that generates story ideas based on search behavior.  With traditional media companies like USA Today beginning to embrace Web 2.0 content strategies, the value proposition of blogging and content generation based on Web trends appears to be crystallizing.

While Demand Media has been criticized as a “content farm” in the past, due to the sheer volume of articles and videos it contracts and produces on a daily basis, its model is here to stay.  Old-line media companies and businesses in general used to produce content and articles they thought that customers wanted to read.  Now, Web analytics give these same companies actual insight into what the customers want to read.

Traditional media operated on a mass production and distribution model that had to aggregate and estimate demand to deliver content on a cost-effective basis.  The Internet and content creation applications like blogs and social networks have nearly eliminated the cost of delivery, and production costs have decreased substantially as well.  It is now possible to generate a larger volume of content that meets a larger percentage of the specific demands that customers have. 

But companies like Demand only go so far, because the content they produce does not offer the specific industry knowledge necessary to convince potential customers of a firm’s superiority and advantages.  Demand sells advertising against the content it creates, rather than attempting to convert visitors to customers with the content.

Three Ships Media specializes in bridging the gap between the messages that companies want to articulate to potential customers, and the information that those customers are searching for and want to consume online.  We learn the industries our clients operate in, and research the demand for content in that industry.  We then create custom content that taps into that demand, while clearly articulating the value proposition that our client wants to convey.

Traditional media channels simply are behind the times.  Let us know if you are interested in getting specific and scientific, and generating content that connects your business with the customers you are trying to reach, instead of a broad audience that may or may not care about your products and services. 

Filed under: 3Ships Helpful Hints, Blog-related, Emerging Media, Online Communities