This content is made possible by our sponsors. Learn more about our OBJ360 content studio here.

How custom publishing can help grow your business


Custom publishing, (aka branded content, e-books, white papers, case studies) has been a proven marketing staple for decades. Whatever name it is known by, one thing is clear, in our multi-channel digital environment, this marketing tactic is driving success for many local organizations. 

What is custom publishing?

Custom publishing, as defined by the Custom Publishing Council “…marries the marketing ambitions of a company with the information needs of its target audience. This occurs through the delivery of editorial content so intrinsically valuable that it moves the recipients behaviour in a desired direction.” Custom publishing 2.0 happens when you combine traditional custom publishing with multi-channel digital marketing.

How does it fit into your marketing mix?

Custom publishing 2.0 can be the centrepiece of your inbound marketing strategy by engaging prospective customers to draw them into your business, to your blog, a white paper download, a webinar, or to just pick up the phone. The key is to lure and entice, with the promise that there is something of relevant value to them, then levering tools such as social media, email marketing and search engine rankings. But once you have their attention, you must deliver on the promise. This is where custom publishing enters the picture.

Speak to what matters to your customers 

Custom publishing focuses on providing practical and relevant information ‘packages’ to your prospects. You assume the role of trusted advisor, by levering your expertise and domain knowledge to provide consumers with insight and useful advice. The goal is to build trust in your name, raise awareness of your brand and create positive sentiment in the marketplace. This will incent consumers to choose your business when they are in the market for the kinds of products or services you offer.

But creating quality original content that provides value to prospects takes time and effort. And once created, it must be packaged into an appropriate and digestible format, like a report, a white paper, a magazine or a book.

Custom publishing benefits:

  • Inform and educate your clients and prospects

  • Position yourself or your organization as a thought leader

  • Generate leads and grow revenues

  • Create valuable content assets to fill your digital marketing channels

Find out more inside OBJ’s 2022 Custom Publishing Idea Guide to learn how custom publishing can increase your marketing efforts.