Yesterday we looked at how two businesses were using customized content to great effect – HSBC with custom in-flight magazines and FeedJournal with newspapers created from RSS feeds. Back in November I also posted about Offbeat Guides who create custom travel guides.
It’s becoming a bit of a trend really.
A trend to which you can add Tabbloid (more RSS to print), Trip Wolf (another customized travel guide), TravelDK (another another customized travel guide) and Idiomag (customized music magazine).
And there are more.
But whatever you think about the individual efforts the point is that they are all addressing the same point – customization.
So how can you get in on the act?
Trim the Fat
First off, start by recognizing that not all of your customers or potential customers are the same – meaning that they don’t necessarily want the same things either.
Once you know who your prospects are you can start finding ways to deliver the content that they want. For example, Trendhunter.com offers no less than 98 Flavors of RSS feed to cater to individual tastes. If you’re into fashion but not business, no problem. Interested in green trends, modern art and shoes – perfect.
Of course, you can still get the whole lot in one RSS feed but that means trawling through tons of uninteresting stuff to find the nuggets that you want.
Of course, you can do exactly the same thing with TiVo or Sky+.
Interpret
The second approach is to add specific value by interpreting your content for specific audiences.
Your whitepaper on widgets might go down a storm with the Big Widget Makers of America but how does it play with the Small Widget Makers Association of London?
Content customization is becoming a reality, meaning customers want information that is of specific relevance to them – without the bits that aren’t.
In other words, you don’t have one target market to aim at – you have as many as you have potential customers. The better you get at tailoring your content for them, the better your results will be.
