By Joe Pulizzi published April 28, 2007

Marketers vs. Publishers – A Disconnect?

I had a conversation yesterday with an executive that works with marketers to help them with leadership development and networking. We started on the conversation about the disconnect between what marketers call content marketing, and what publishers call custom publishing or custom media.

The ongoing issue for publishers and media companies to realize here is that custom publishing/custom media are truly publishing terms, and do not focus on the end-user of these services, the marketer. Nor do they focus on the key aspect of this marketing function, valuable content.

At some point, the two sides will need to come together…simply to be able to work with each other and get on the same page.

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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