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.Our Benefactors
Custom Publishing: A Long Way to Go
Was reading Andrew Keen’s blog on ZDnet today. The post is right on the mark when it comes to Google’s foray into custom publishing, but check out the negative nature of his post…"custom publishing racket"…"fake independent content."
Boy does this industry have a long way to go. I thought we were passed the point of the "vanity" publication where the CEO wants a print magazine for his/her company just to get the cover shot.
Marketers should take offense to this in one of two ways: 1) because their content marketing/custom publishing vehicles contain first-rate content truly wanted by their customers, or 2) they are pushing out crap and should be offended by their own material.
Let’s face it…consumers are smarter than ever and are only going to consume valuable content. The other stuff won’t even be touched.
It’s all evolution…but I guess I thought we were beyond this.