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.