Tailored web content 'vital in recession'

Customised web content should be a key point of investment for companies looking to ride out the downturn, it has been suggested.

Writing in a column for DMNews, Custom Publishing Council chairman Michael Winkleman said that the flexibility of tailored online content and its ability to drive loyalty are some of the main benefits that it can offer to businesses.

"Enabled by custom publishers, advertisers have already become content providers, companies have already beefed up the content on their website and readers - particularly in a recession - are increasingly loyal to the brands that are providing them with 'intrinsically valuable' content," Mr Winkleman remarked.

Custom online content can include tailored news sites, magazines, newsletters, webzines, e-newsletters, blogs, videos and microsites.

According to a study published by TNS Global last month, online news is the second most trusted form of information for UK web users after recommendations from friends.

Two-fifths of respondents said they viewed internet news articles as a highly trusted source of information, with three-quarters stating that they had looked up online news while surfing the web over the previous month.