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 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.

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.

Other posts by Joe Pulizzi

Join Over 200,000 of your Peers!

Get daily articles and news delivered to your email inbox and get CMI’s exclusive e-book Get Inspired: 75 (More) Content Marketing Examples FREE!