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The numbers are coming out about the growth of custom publishing. The lowest numbers I've seen is 18% growth, with most in the mid-20's. Why you ask? Lots of reasons. But I believe what it really gets down is that companies want to be of significance, or "be real", to their customers.

Hey, marketing isn't easy, especially when so many people are bad at it. There are probably more bad marketers than in any other profession. Just look at the amount of spam you get and that should tell you something. I've even talked to some marketers about how they are trying to create better e-mail blasts to "trick" prospects into responding.

I believe custom publishing and communications is an answer to this kind of marketing. Marketers who really do this well focus on content that revolves around the customer experience. To create valuable content that elicits a behavior, a good deal of research an planning needs to happen to get it right.

So, as a Star Wars fan, custom is a move away from the dark side of the force. May the force be with you.

Labels: custom publishing

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