Finally, I started pitching the services as content marketing. Upon doing this, instead of the CMOs falling asleep, they scootched forward in their chairs to listen. They had no idea what “content marketing” really was, but they were now interested.
From that moment on, everything changed. More and more senior marketers started to become fascinated with this thing called content marketing. Content marketing is the same as custom publishing, custom media, and all the other terms, but it made it sexy, especially for marketers. If you want anything in marketing to take off, it actually has to have the word marketing in it (ala, social media marketing, direct marketing, search marketing, etc.).
Positioning is everything.