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We need a name!  I have heard "Brand Journalism." I have heard "Custom Media." And I have heard "Content Marketing." Whether it's B2B or B2C, Lead Generation or Brand Awareness, tactics that use content to engage prospects and customers is nothing new.

Most of us are not old enough to remember when P&G started "soap operas."  Marketers were television producers.  In the age of online marketing, publishing websites focused all marketers on the practice of publishing.  The rise of blogs took this to another level because everyone could easily become a published author.

This year, MarketingProfs along with Junta42 will soon publish a benchmark study of B2B marketers' use of content to drive revenue. Plus, Ann Handley, Chief Content Officer of MarketingProfs, will have a book published by John Wiley titled Content Rules, which focuses on how to create great content.  Some companies like Radian6 have started to hire Content Marketing Managers.

Marketing with great content works, but to recognize it as a valued profession, we need to name it.  I vote for calling it all "Content Marketing." What do you say?

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image of Roy Young
Roy Young is coauthor of Marketing Champions: Practical Strategies for Improving Marketing's Power, Influence and Business Impact. For more information about the book, go to or order at Amazon.