• by David Goetzl  @dgoetzl, May 4, 2011

Meeting some resistance among executives about using "custom publishing," Content Marketing Institute's Joe Pulizzi said he re-branded it "content marketing" and interest level jumped.

He tells email marketers, they are in the content business.

“You have to create the most interesting, the most need-to-have content,” whatever the channel, whether print, staging events or email.

“You are content marketers, you are in this business,” Pulizzi said.

If a TV marketer produces its own content, it has to buy airtime, but with email: "We own our own media channels, we're not renting.”