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.Continue Reading
