By Joe Pulizzi published January 7, 2011 Est Read Time: 1 min

The Difference Between You and a Media Company

publishing-new-againGreat overview of content marketing in this MarketingSherpa article.  In it, I discuss the only difference between a media company and a non-media company.

“The only difference,” Pulizzi says, “is that a media company leverages content in order to sell paid content and sponsorships … A non-media company needs to create that same type of content, but they do not get paid content or sponsorships — they do it to sell products and services.”

I talk with marketers all the time that just don’t get the idea that they need to think and act like publishers. Being a publisher means that all day long you think about the needs of the readers, how to engage those direct needs, and monetize that engagement.

That is today’s marketing.  That is content marketing.

Instead of making money from ads or sponsorships like a publisher would, you sell more products and services. But everything else is the same.

Geoff Ramsey, eMarketer’s CEO, puts it like this.

Marketers should ask themselves five questions about the magnetic content they are seeking to create to determine whether it will be truly attractive to their audience:

  • Is the content unique?
  • Is the content useful?
  • Is the content well executed?
  • Is the content fun?
  • Does the content make good use of the channel in which it appears (e.g., social, mobile, video)?

Marketers should base their magnetic content ideas on well-researched customer behaviors, attitudes and lifestyles.


Who knew that publishing, one of the oldest marketing competencies, is new again.  Long live publishing.

Author: Joe Pulizzi

Joe Pulizzi is the bestselling author of seven content marketing books including his latest, Content Inc. He has founded four companies, including the Content Marketing Institute (CMI), and his newest venture, The Tilt. His podcast series, This Old Marketing with Robert Rose, has generated millions of downloads from over 150 countries. He is also the author of The Random Newsletter, delivered to thousands every two weeks. His Foundation, The Orange Effect, delivers speech therapy and technology services to children in 35 states. Follow him on Twitter @JoePulizzi.

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