Sean Callahan of BtoB Media Business writes Tuesday about Dow Jones Content Lab, previously known as Custom Solutions from SmartMoney, which will provide custom content to marketers using any of Dow Jones’ media brands, including Barron’s, Marketwatch.com and The Wall Street Journal.
Callahan writes, “Dow Jones Content Lab offers a variety of content formats: print magazines and newsletters, direct marketing, Web and apps, social media, educational booklets and seminars. ‘Traditionally, it was custom magazines and custom newsletters,’ Seibert said, ‘but over the last couple of years, our business in digital has exploded. We do more video, microsite development and more custom white papers.’
“Dow Jones Content Lab also offers ‘social media management,’ helping marketers, particularly in the financial services arena, develop content to respond to online posts about their brands.
“Seibert said that in the digital age, custom content has become more important to marketers, who can now connect more directly than ever with customers and prospects via the communication avenues enabled by the Internet.
“‘They’re using content to engage further with their customers,’ he said. ‘They’re using it for thought leadership and to give their brand more of a personality.'”
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