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.”