Since I’ve left my previous role at Penton Custom Media, I’ve been asked by many, “Why content marketing, not custom media or custom publishing?” Here is my take:
It’s all about content, right? Content is what engages, influences, persuades, and ultimately, leads to product specification. Thus, the first part, content. Now to marketing…check out the formal definition on dictionary.com. It’s about buying or selling something, isn’t it?
Our industry is about creating content that helps people buy or sell something (that includes buying into an internal organization or buying into an association). Content marketing is the only term that I have seen that fits.
Heck, I may be wrong…maybe it is custom media. But what does that term really mean? It’s more a publishing term, not a marketing term.
One thing is for sure, it is the organizations, not individual users or publishers, that have the greatest opportunity (and possibly learning curve) to create valuable content that makes an impact on people. Smart organizations are doing it now. More will come. Things are going to get interesting.
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