In this case I wanted to add a custom block containing the company contact details to the right sidebar on a CMS page. In the admin panel > CMS > ‘your page’ > design view, I set the Layout to a 3 column view.

In the Layout Update XML I added a reference to my custom content block.

<reference name="right">
  <block type="core/template" name="myBlock" as="myBlock" template="page/myblock.phtml"/>

I then created my custom block file at app/design/frontend/default/my_theme/page/myblock.phtml

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