By Joe Pulizzi published April 26, 2007

A Definition Twist

Take this definition for content marketing –

“Relevant and valuable information delivered by a company to a targeted audience with the purpose of changing or fostering a behavior.”

Now go back and read it one more time, this time, remove the relevant and valuable. Then go back again and remove targeted.  This is what you get –

“Information delivered by a company to a(n) audience with the purpose of changing or fostering a behavior.”

Now, that is a definition of how most companies market.  See the difference.  There is room for growth here.

Author: Joe Pulizzi

Joe Pulizzi is the Founder of Content Marketing Institute, a UBM company, the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World. Joe is the winner of the 2014 John Caldwell Lifetime Achievement Award from the Content Council. Joe’s the author of five books, including his latest, Killing Marketing. His third book, Epic Content Marketing was named one of “Five Must Read Business Books of 2013” by Fortune Magazine. If you ever see Joe in person, he’ll be wearing orange. Follow him on Twitter @JoePulizzi.

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