About Joe
Joe Pulizzi is a leading author, speaker and strategist for content marketing. Joe is founder of the Content Marketing Institute and SocialTract. This blog looks at the trends in content marketing, and how marketers can learn to think and act like publishers.
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Joe’s Books
Get Content Get Customers… the book that started the Content Marketing revolution. Learn how to develop compelling content and seamlessly deliver it to customers— without interrupting their lives.
Managing Content Marketing… how to put content marketing to work. Managing Content Marketing shows you, in detail, how to manage content marketing within your organization, whether you come from a small company or multi-billion dollar brand.
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About CMI
CMI teaches marketers how to own their media channels instead of having to rent them through advertising. We do this through events like Content Marketing World, media properties like Chief Content Officer magazine, and strategic consulting and research for some of the best known brands in the world.
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Custom Media Vs. Content Marketing
I conducted an informal survey to approximately 50 of my colleagues in the industry regarding content marketing. About 35% were marketers and association professionals, with the remaining 65% being media or publishing professionals.
Here are the quick results:
To the question: ”Which term best represents this definition: ‘relevant and valuable information delivered by a company or association to a targeted audience, with the purpose of changing or fostering a behavior,’” I received the following answers.
The last time I conducting this survey, it was split between custom publishing and custom media. Content marketing was barely mentioned. This tells me that the industry is moving closer to this term. This was particularly surprising since the majority of survey takers were media professionals, who tend to live in the world of custom publishing.
I’ll try this again in 6 months. Let’s see if the trend continues.