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.

By joepulizzi 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.Continue Reading

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