Custom Content 101

by Jason Skinner, Chief Marketing Officer - 11/20/15

With 90% of consumers finding custom content useful, it is hard to deny the power of content marketing. Here's how to get started creating your own content.


Content strategy is showing up in Twitter feeds, email inboxes, webinars, and conferences everywhere, and a Google search for the term yields more than 135 million results (compared to a paltry 28 million for yesterday's darling: “data-driven marketing”).

What Is Content Strategy?

The Content Marketing Institute defines content marketing as the strategic marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience—with the objectives of driving profitable customer action by changing or enhancing consumer behavior.

We view content as the enabling element of integrated marketing. Whether your messages reach your audience through print or digital channels, content is the engine that drives consumer awareness, engagement, and the desired outcomes for your business objectives. 

Why Do I Need Content Strategy?

Your audience has never been harder to reach. From technology that enables an advertising-free experience to Google's efforts to engineer a content meritocracy, marketers face unprecedented barriers in building awareness, preference, and loyalty for their brands. 

Here are a few compelling statistics that reflect the need for a well-defined content strategy:

The human brain processes 70,000 thoughts each day

Sources:,, Content Marketing Institute, Fractl/Moz

How Does Content Strategy Work?

Like any successful campaign—from politics and military to sports and business—the first step is planning a strategy. This means developing a clear understanding of your objective and desired outcomes, then translating those into the target audience and tactics that will help you achieve them.

Still Not Convinced?

Ann Handley, Chief Content Officer, Marketingprofs

You need to create ridiculously good content—content that is useful, enjoyable, and inspired.

Jay Baer, Author of Youtility

Content is an emotional bridge from product to consumer.

Amanda Todorovich, Director of Content Marketing, Cleveland Clinic

Our content is all original, all the time. Our goal is to create unique, fresh, relevant content—building a brand readers can trust.


1. Content Marketing Institute 


Ready launch your content strategy?

Get Started in 3 Steps


Topics: Content Strategy

Get Blog Updates by Email

Healthcare Insight Magazine

The latest issue of our guidebook for healthcare marketers offers fresh ideas and expert perspective to inform your consumer and physician engagement strategies. 
Sign Up and Start Reading Now!

Insight-Magazine-Winter-2020 copy


Popular Articles

Follow us on Twitter