By Joe Pulizzi published April 26, 2007

Why Content Marketing?

Why Content Marketing?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 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.

Author: Joe Pulizzi

Joe Pulizzi considers himself the poster boy for content marketing. Founder of the Content Marketing Institute , Joe evangelizes content marketing around the world through keynotes, articles, tweets and his books, including best-selling Epic Content Marketing (McGraw-Hill) and the new book, Content Inc. Check out Joe's two podcasts. If you want to get on his good side, send him something orange. For more on Joe, check out his personal site or follow him on Twitter @JoePulizzi.

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