The Great Shift from “Blogging” to “Content Marketing” has Arrived

by Marcus Sheridan

Joe Pulizzi

Sporting an orange astronaut suit, Joe Pulizzi welcomes the crowd at Content Marketing World 2011

As many of you know, the word blog has been bothering for quite some time. In fact, when I take a look at the entire English vernacular, “blog” might be the first word I’d elect to have a “do-over” with so as to go back in time and make it sound much more relevant.

If you really look at it, the word “blog” is way too generic, as it doesn’t come close to defining the actual type or classification in the first place. In other words, I classify most “blogs” into 4 main areas: (Note: These are very general definitions, as there is a lot of cross-over and grey area here.)

1. Personal blogs: Essentially, an online journal where you talk about your life and mainly seek to build “community” or “conversation”, with a low priority on generating profits through said blog.

2. Blogger Blogs: OK, this is my word for it, but this group consists mainly of the folks that are talking about making money online and discussing how to blog as a solopreneur for a profit.

3. News/Aggregate Blogs: The Mashables and Drudge Reports of the world.

4. Business Blogs: Ranging from real “Mom and Pop” shops to large corporations, these blogs are meant to increase a company’s brand, lead generation, and ultimately profits.

The Shift

When I first started The Sales Lion, this blog was a little bit of #1, #2, and #4. But as I’ve taken this journey, I’ve been more and more drawn to #4, as my desire to help businesses small and large around the globe seems to have increased exponentially over these last 3 years.

But frankly, every time I’ve discussed this subject of blogging for business I’ve been battling with the vernacular that has developed within this crazy world of social media, digital, and business. Should I use the word “blog”? Business blog? Or how about “content marketing”?

The problem is, up to this point, the ideal phrase—content marketing—simply didn’t have enough traction within the vernacular that is business and marketing, and would cause too much confusion with readers.

But over the last 12 months, a truly amazing shift in this pattern has occurred. For almost a decade now, Joe Pulizzi and the people of the Content Marketing Institute have been using the word “content marketing” in all of their messaging. As the pioneers of this phrase, they also established the first true, hard-core content marketing event in the world last year—the hit that was Content Marketing World.

A New Chapter

But today, no longer is Joe Pulizzi a guy standing on the rooftops all by himself, screaming the phrase that is content marketing. Major marketing/business blogs have all embraced the phrase and become missionaries as well, as a visible shift from using the word “blog” to instead implementing “content marketing” has been prolific—with the likes of CopyBlogger, Social Media Examiner, Convince and Convert, and many others making it a major focus of much of their work.

For me, as someone who thinks about and observes this stuff day in and day out, noticing this shift pick up so much steam over the last 12 months has been truly fascinating. Without question, the phrase “content marketing” has become the accepted term for businesses that not only blog—but put out information to consumers in a variety of manners—be it textual, photo, video, etc.

I’m not saying here the word “blog” will ever be extinct, even in the business sense, but my point here is that we’re all developing and it’s almost as if we’ve finished reading chapter 1 of the book “Information Age” and are now starting chapter 2—the one called “content marketing.”

As for chapter 3 & 4, I have no idea what to expect, but you can be rest assured I’ll be along for the ride, and I hope you’ll be there with me. :-)

Your Turn:

I’m curious to know your take on this. Have you also seen a shift from using the word blog to instead the more encompassing “content marketing”, or do you feel that the phrase still has a long way from being recognized by most businesses small and large?

Jump in folks, look into the future and tell me what you see.

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{ 59 comments… read them below or add one }

Ari Herzog June 6, 2012 at

I sigh when I hear the term, “content marketing.” It is a buzzword and I sigh at buzzwords. A “blog” is a buzzword too, but thesaleslion.com is more of a blog than a content marketing repository.

Let’s remember the derivation of the blog: a web log, similar to a ship captain’s diary. Stamped with the date and time and consisting of words to make a point. These words, with the date and time, help tell a reverse chronological story to new readers. You are telling stories here, too, more than mere marketing content — which I consider a site such as ehow.com more apropos to your query.

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Jon Loomer June 6, 2012 at

Whoa, I was just about to post what Ari said. Agreed. The first thing that comes to mind when I hear “content marketing” is “buzzword” (or “buzzwords?”). And that kind of stuff is what I hate about the marketing industry in general.

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Marcus Sheridan June 6, 2012 at

Here is my question then Jon– What would you call the creation of eBooks, blog posts, email marketing campaigns with educational articles, educational videos, etc. ? What’s the overall name? I don’t think we can simply say marketing because it’s all “content” based. Ya know?

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Marcus Sheridan June 6, 2012 at

I see where you’re coming from Ari, I do, but this site consists of text that educates/informs/and converses…plus videos that do the same… plus podcasts that do the same. To me, combined together, that makes content marketing.

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Ari Herzog June 7, 2012 at

Heh.

It is clear from you and everyone else below jumping on the content marketing train that I won’t be able to sway you — so I’ll shut up. We can agree to disagree. You’re a blogger, Marcus, and that is the term I use to describe you to other people. I don’t call you a content marketer.

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Marcus Sheridan June 8, 2012 at

Actually, there are lots of people that agree with you here Ari and don’t agree with me. Which is fine. That’s what a “blog” is all about. ;-)

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Christina Pappas June 6, 2012 at

Depends on the context. In my ‘non marketing’ life, if I were to say a term like content marketing, I would get the same look as when I talk about paid search and meta keywords. Zero understanding. Online, we, our community, we all know what it means and you know I am a HUGE fan of the term and the concepts behind it. But when I say ‘I blog’ or ‘I have a blog’ people’s ears perk and they say ‘you do?’ There is sudden understanding and their next question of ‘what is it about’ allows me to believe that we are not all dumped in a common bucket. Blog is now glamorous by any means but content marketing is just not at the same level. (this just reminds me of QR codes a little bit – people are just getting it but, as marketers, we got it over a year ago). Takes time.

So would you replace the word ‘blog’ with ‘content marketing’. You couldnt say ‘I have content marketing’ or ‘I write content marketing’ with quite the same flair.

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Marcus Sheridan June 6, 2012 at

Thanks so much for adding your thoughts here Christina. I don’t think we’re eliminating the word blog as much as we’re coming to a better understanding of content and its role in sales as we continue in this digital age.

Now granted, there are still plenty of folks that don’t know the phrase CM outside of this industry, but just a year ago we weren’t seeing the phrase being tossed around by almost every major marketing blog in the world, which is really the root of why I decided to make this observation post.

Thanks again,

Marcus

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BPO Services June 6, 2012 at

Marcus -

As far as my understanding about content marketing is concerned, I think it is a terms that covers all the content marketing forms i.e. blogs and articles etc. After reading this blog post I’m a bit confused. Can’t we include article marketing in content marketing?

Yasir

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Ryan Hanley June 6, 2012 at

Marcus,

I love how uncomfortable you get on the Mad Marketing Podcast when you have to say the word “Blog”.

Your disdain for the term is palpable through my iPod.

That being said, I couldn’t agree with you more. The word “Blog” has a tough perception among non-bloggers it doesn’t define what we’re doing here.

So you have to say things like, “I inspire growth Online.” Or “I help business communication in the digital space…”

But what the heck does that mean?

I’m a Content Marketing Strategist… Little better.

Content Marketing certainly defines what we’re doing.

I still think it’s a work in progress but I prefer Content Marketing to Blogging any day of the week.

Thanks Bro…

Ryan H.

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Marcus Sheridan June 6, 2012 at

Love it bro. Dead-on my man.

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Rob Skidmore June 6, 2012 at

Ari and Jon wrote about “buzzwords”

I agree with the fact that there are a lot of “buzzwords” in the marketing industry. But I think there is a difference between creating a “buzzword” by renaming an existing concept and hoping it will catch on so that you can cash in and giving a term to something that has not existed or has not really had a name.

For example.

Content Marketing is a name for a practice that has existed for a while but never really had an identifying term.

Indound Marketing, on the other hand, is a “buzzword” synonymous with content marketing created for the purpose of profit.

Part of the reason that we dislike “buzzwords” is because they obscure real marketing techniques which is frustrating for business owners.

I have so much more to say. Maybe I’ll just write a post on it.

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Joe Pulizzi (@juntajoe) June 6, 2012 at

Rob…Amen!

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Marcus Sheridan June 6, 2012 at

Appreciate your thoughts here Rob. Personally, I’m not buying the buzzword bit whatsoever when it comes to content marketing—but that’s likely because it saved my business and has blessed my life so very much.

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Rob Skidmore June 6, 2012 at

I agree. Content Marketing is the real deal. I just think its funny when people rename something old and try to sell it as something new and different.

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Brent Kelly June 6, 2012 at

Interesting discussion. I think terms are just terms, but value is universal understood. Whatever we call it, if we are blogging for business, providing ideas and solutions that help our audience is the key. Thanks for sharing.

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Marcus Sheridan June 6, 2012 at

I certainly don’t disagree with your point Brent. Really, this was an observational post on trends, and with content marketing including blogs plus eBooks, videos, podcasts, etc–there really does need to be a better way to describe the whole.

Thanks so much for your thoughts Brent,

Marcus

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Debbie Williams June 6, 2012 at

As a content marketer, I believe that content marketing is an industry as well as a type of marketing, and a blog is a tool used to create and share content; it’s a content marketing tactic (for businesses). I totally agree that there are so many types of blogs now with different purposes and that they need to be differentiated, but it’s become a term that the average person has become familar with. The term content marketing is still so new to most people and businesses outside of the industry (trust me the education factor is often a struggle for content marketing agencies like ours and we are often met blank stares) but I really feel (and hope!) that will contiue to grow and change. Hopefully one day we can definte a better term for “blog” for business purposes. Thanks for bringing up an important topic!

Cheers!
Debbie

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Marcus Sheridan June 6, 2012 at

Hey Debbie, thanks so much for jumping in here.

I also feel “blogging” is a part or subset of content marketing, but main point is that businesses are starting to see content as a whole, with a blog more as part of that whole. For example, a blog article is also a potential content piece of email marketing, a sales piece, and newsletter, a chapter in an ebook, etc. So as this “complete” approach to content is elevated, the realization of content marketing is certainly making its mark.

And although its not there yet, it’s certainly come a longgggg way these past 12 months.

Thanks again for your thoughts Debbie,

Marcus

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John @ Married (with Debt) June 6, 2012 at

“Blooooooooooogggg.” It does sound like your stomach just threw up a word. Weblog? That’s a stupid term, too. You are right that we should have a do-over.

Content marketing is a better description: I create content, then I market it. Or, I create content that markets my other stuff.

I’m not sure where my site would fall. I guess newer blogs straddle some of these definitions until they find their way. I guess I’m an “opportunity blogger” because I realize that my site is more likely a stepping stone to a bigger project.

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Marcus Sheridan June 6, 2012 at

And there is certainly nothing wrong with it being a “stepping stone” John. In reality, most successful blogs are launching pads to bigger things. Heck, that’s certainly the case with TSL.

Keep doing your thing man. :-)

Marcus

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crystal June 6, 2012 at

you forgot one main category and that is mom bloggers. They are a combination of 1 and 4. started as a personal blog about thier lives and then some companies decided to pay them to write reviews for them essentially hiring them as PR reps. Whatever you want to call them, they are a category all their own.

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Marcus Sheridan June 6, 2012 at

Hey Crystal. Yes, I do agree that “mom bloggers” are a massive group and could certainly merit their own category, but one could also say that about other massive categories, like food bloggers, self-improvement bloggers, etc.

Thanks so much for the comment,

Marcus

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Joe Pulizzi (@juntajoe) June 6, 2012 at

Marcus…thanks so much for the shout out. I think you give me too much credit.

I enjoyed reading the post and the subsequent comments.

Just a couple thoughts here, and follow up to some of the discussion.

I see Ari’s and John’s points. I hear that all the time. When I hear that, I often think, “how long does an industry and term have to be around before it’s not a buzzword anymore?”

Content marketing, as an industry, has been around for hundreds of years. Personally, I’ve been using the term for over a decade now. Just thinking out loud.

I really enjoyed Rob’s comment above. Specifically, he mentions –

>>>Content Marketing is a name for a practice that has existed for a while but never really had an identifying term.<<<

Traditionally, the term has been custom publishing here in the states. In Europe they use customer media or customer publishing…but even now the international body of content associations has changed from "customer media" to "content marketing". So, globally, the industry term has become content marketing. Rob has it right…this is an old practice with new channels, and now we are all getting organized around that title. We are seeing content marketing departments and content marketing titles. Not really a buzzword.

As for the rest, a blog can be a part of the content marketing mix. Some blogs are content marketing…some are not. Regardless, I believe you are right Marcus…something special is happening here. Why? Because marketers are now talking to each other in the same language. For years, we used to talk passed each other because we called this content marketing, custom publishing, branded content, custom content, custom media and about 20 other phrases. Speaking the same language and using the same terms is critical to growth. Just look at social media.

Thanks for carrying the ball Marcus. Truly, I'm in awe man. Thanks!

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Paul Boomer, Co-Founder, Shortcut Blogging June 7, 2012 at

Doesn’t communication – any form of communication – come out of the need to start, deepen, or detract relationships?

I, too, like what Rob said about content marketing and it’s name. However, what’s unfortunate is many marketers and businesses will continue to focus on themselves when integrating content marketing into their strategy.

As content marketing advocates, we need to strive and help businesses get it right.

At its core, shouldn’t content marketing be about starting and deepening relationships?

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Marcus Sheridan June 8, 2012 at

Hey Paul, thanks for jumping in here. I’d submit that the goal should actually be about “teaching”….for me, that’s everything.

For example, a great article about how much a product costs will help a consumer realize it’s in their budget or not. If it’s not, I don’t feel the article deepens the person’s relationship with the company, but rather teaches them the product isn’t a good fit.

But that’s just my take on it ;-)

Cheers,

Marcus

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Adarsh Thampy June 7, 2012 at

Marcus,

I do not necessarily think that people should forget the term blog and simply start using content marketing.

I still believe that people can relate more to blogging than to content marketing. It’s a fact.

My whole blog is about content marketing. Yet, at the end of the day, it’s a blog- a blog about content marketing.

And the term has still got a long way to go. Maybe it’s picking up well in US, Canada, UK and all. Indian businesses hasn’t yet got the real idea behind content marketing yet. But someday they all will :)

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Marcus Sheridan June 8, 2012 at

Good thoughts brother, thanks so much for always bringing it my man. :-)

Marcus

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Forrest Tanaka June 7, 2012 at

The issue I have with the term is what appears to be a lack of a consistent definition. From Marcus’s post, I thought, “So you’re replacing ‘blog’ with ‘Content Marketing’”? Several comments seem to say I’m not alone. But then Marcus said we needed a term to cover blogs, eBooks, podcasts, etc., and I thought, “Oh, so it’s online marketing.” But then Joe Pulizzi writes that Content Marketing has been around for hundreds of years, which none of what Marcus listed has been around for even 15. So is Joe just talking about what we used to call “Marketing”? I couldn’t even begin to explain the term to anyone. I think the lack of an apparently consistent definition is what gives it a “buzzword” aura.

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Marcus Sheridan June 8, 2012 at

I understand what you’re saying Forrest, I do. Keep in mind here that I’m playing the “observer” with this post. I’m watching a trend and momentum of a phrase and I’m simply talking about it.

I can tell you that businesses seem to “get” the phrase content marketing more than “blog”. They seem to respond to the idea of putting out great information that teaches consumers (my definition of CM btw) through eBooks, blog posts, email marketing, video, etc.

For me, the key word is “education.”

As for buzzword, well, some can call it that if they’d like, but multimillion dollar companies are seeking out help with their “content marketing”, and that fact can’t be ignored.

Thanks for dropping by,

marcus

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Forrest Tanaka June 8, 2012 at

Wow, thanks, Marcus! I do like the definition you state here, and now it finally makes sense. I see you did mention education to Jon above, but it didn’t quite click in my head as your definition of CM. OK, now I agree that CM is not only the future, but the present.

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Jamie Alexander June 7, 2012 at

I like the word BLOG. It’s short and snappy. To the point.

If people want to call it content marketing I really don’t care.

It is what it is. I don’t think it makes a difference in the grand scheme of things.

BTW, I’ll see you at Content Marketing World next year :p

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Marcus Sheridan June 8, 2012 at

I get what you’re saying Jamie, I do…and I think the trend will naturally dictate the vernacular, and understanding, going forward. Frankly, I have no idea what’s going to happen I’m just playing the observer here. :-)

Look forward to seeing you at CMW bud!

Marcus

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Ryan Critchett June 7, 2012 at

I think it’s changed because more people are here, on the web, getting information so it’s become content marketing (a legitimate method of marketing a business) instead of just a “blog.” So in other words, people are taking it more seriously. It’s taking over! I spend a lot of time around other small businesses, and STILL, they’re behind on all of this stuff.

The content marketing part of it: Now a days you can’t just write a simple blog post about something general. It has to be awesome. It has to move people. It has to give someone good feelings and ideally, it’ll be shareable. It’s getting harder to become effective! Which is good for people who see how to be effective, and take advantage of it. My competitors for example, stink. Woohoo for me!

Great post my man. Hope life is going well.

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Marcus Sheridan June 8, 2012 at

WooHoo is right Ryan! Love it bud :-)

Marcus

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Brent Carnduff June 7, 2012 at

Hey Marcus,

To me “blog” is a very specific term and has a specific meaning – no matter what the content or purpose of the blog. I like the term “content marketing”, and agree that it has become a more common and accepted part of the conversation, but I don’t feel it in anyway replaces “blog”. A blog is one type of content marketing. It fits under the content marketing category as does eBook, white paper, video, podcast, webinar, etc.

Just my thoughts – hope all is well!

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Marcus Sheridan June 8, 2012 at

Love you’ve added your thoughts Brent. Yes, a blog certainly has it’s own place and is a subset of CM, but the shift is on, that much is for sure.

Great seeing you man,

Marcus

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Eric Karaszewski June 7, 2012 at

Marcus, it seems like you are always on the same page with what our team is thinking. Check out the 1st 3 paragraphs of this CONTENT MARKETING post (see what I did there? :)) that our CEO wrote on the same exact day that you wrote this:

http://spectate.com/2012/06/six-key-ingredients-to-successful-content-marketing/

You can see that Spectate is on the bandwagon as well, my friend. Flat out, content marketing is just a better term to describe what’s really occurring these days. I’m still wondering what we’d call that specific section on a business’ website that contains a streaming log of content. Seems like “blog” might still fit there, but the overarching term needs to be content marketing. Great post, this is awesome.

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Marcus Sheridan June 8, 2012 at

That’s why y’all are up to great things my man…because you “get it.”

Continued success bud,

Marcus

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Shirley Wilson June 7, 2012 at

I personally love this post and couldn’t agree more that the word “blog” has had its time and now we are ready to move forward with a term that make more sense like ‘content marketing.” When I recommend a “blog” to my clients they ALWAYS look at me like I have said a bad four-letter word and do not at all understand how something like this could benefit them. I’m all for moving forward with a “content marketing” strategy and use this phrase as often as I can. Businesses don’t need “blogs” they need fresh, intelligent and compelling content regarding their expertise/specialty that needs to reside on their own domain. I strongly vote for losing the term “blog” and moving toward “real content marketing.”
Thanks for leading the way!

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Marcus Sheridan June 8, 2012 at

Ahhh Shirley, someone has actually understood the message of this post….THANK YOU!! ;-)

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Bradlee TheDawg June 8, 2012 at

Marcus – I’m usually right there with you — but this time I think you’re drifting over into the Dark Side… The community of “bloggers” and “social media marketing experts” that do nothing but talk about themselves, analyzing non-existent shifts in public behavior. Don’t go there – stick to being ” pool builder guy who figured out a way to use the Internet more effectively to sell swimming pools”.

“Content Marketing” doesn’t mean much to me. Are you marketing the “content” ? Are you using the “content” to market something else ? People read “blogs” because they want information – either for entertainment or for practical purposes…. not because they want to be marketed to… and in terms of the whole “solopreneur, blogging is a business”… that’s baloney. For 99.9% of small biz out there blogging is not and will never be a source of cash flow. Blogging for dollars is a small inbred, smug, self-righteous community who buy each others’ materials (seminars, videos, other “content”) about blogging for dollars while the rest of the world goes to work daily trying to scratch out a living providing real services for the population.

People like Laura Roeder… (who particularly rubs me the wrong way – her single goal was to gain notoriety – not to create any lasting value) .. pop out of nowhere and proclaim themselves “experts” – in her case an expert in a field that hadn’t existed two years prior. Every press release of the “Dash” newsletter is Laura speaking at yet another “content marketing” conference teaching people how she made herself a household name (HAH) via her little blog. Gimme a break.

I also hate the terms “content” … “consumption” ( as in “consuming the content”) and etc. It’s all geek-babble and doesn’t mean squat in the real world. People buy a Kindle Fire (or Nook Color , or iPad, or whatever) because they want to READ and WATCH not because they want to “consume”. And in terms of “content” – we used to call it “stories”….”articles’” or “videos” …. or in paper publishing “features” (long stories) or “columns” (recurring short articles by the same author).

Bottom line – it’s not “content marketing” – it’s really just “marketing” .

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Marcus Sheridan June 8, 2012 at

Bradlee, I’ll be honest man, this comment made me giggle. Dark side? Really? C’mon dude.

You say there is no shift, but it’s a fact that these blogs I mentioned, plus SeoMoz, have been using the phrase “content marketing” at incredible rates recently. Just look at the blogs man. I’m making observations of vernacular shifts in this post, and trends in this industry.

And it ain’t about me bro. Mentioning I’ll be speaking at an event is not self-aggrandizement, but if you think it is, wow, because I’m sure that ain’t the last time I talk about myself, my life, and what I’ve got going on.

As for Laura Roeder, I can’t say what her intentions are because I’m not in her head, but if her goal was to build her brand by giving value….and she achieved said goal….then I say well done. Had she not delivered some value she wouldn’t have gotten anywhere, so I can only say I wish more people in this world worked as hard as she does to improve their situation.

Marcus

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Warren June 9, 2012 at

While I’m with Ari, and think the term content marketing is a trendy and handy new buzzword that has gotten picked up by the masses, I also think it fits in quite well for how we use it.
I typically used the term blog rather loosely since there were so many examples of individuals online using the phrase to describe their websites. Content marketing would be a more accurate term for many.

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Leon Noone June 9, 2012 at

G’Day Marcus,
Back in the 1990s, I read an Australian book about marketing on the internet. This, of course, was long before blogging or content marketing or whatever you like to call it was the big deal it is today. There was one sentence in that book that I’ve never forgotten: “if you think this sounds like old fashioned mail order, that’s because it is.”

Sure, the technology is far more advanced. One can reach vast numbers of people so much more readily. And product delivery is so much easier too.

As you know, I’ve had B2B blog since 2010. My ambition is to be as successful as the giants of ” old fashioned mail order.”

I find that I’m constantly frustrated by internet marketers who fancy that what they’re doing is new, exciting and revolutionary, when in fact they’re doing nothing more than failing rather dismally to reinvent the wheel.

Call it what you like. Content marketing is the 21st Century version of mail order. That’s great. It’s a great pity that more of the marketers involved don’t know their history.

Let’s stop all these attempts at redefining terms and wheel reinvenyion. Let’s concentrate on learning the history and recognizing the importance of the people who, decades ago, built the foundations of what we now call content marketing.

And let’s ensure that we honour their contribution by our own professional and ethical behavior.

Imagine how much fun that might be!

Best Wishes

Leon

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Christian Hofer June 9, 2012 at

I am pretty new to blogging so its hard for me to say how the industry evolved over time. Personally, I wanted to start out as a personal blog but quickly realized that I did not care enough documenting my own life online. However, I love business concepts and I read/learn a lot about them. So I started out a business blog (or rather a blog about business concepts)
I don’t get much traffic yet which is to bad but it still is fun and a learning experience for me

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Danny Brown June 9, 2012 at

The day it’s called “The Technorati State of the Content Marketingosphere” is maybe when I’ll take “content marketing” seriously as a term.

Sorry, mate, have to go with the majority of comments (it would seem) and say it’s a buzzword that bloggers use to sell services (or marketers use to sell). Break it down:

- You don’t sell “content”. You write content to sell a product. That’s not content marketing; it’s product marketing.

- Everything that uses content to sell is where the real marketing is. You want to sell an ebook? You promote in various ways, but you’re still promoting the ebook. You want to sell a webinar? Sure, you might write a post on how great it’s going to be, and shoot a promo video, but it’s all to sell the webinar.

Companies like Junta42 and CopyBlogger (and I respect them and their goals) will obviously call it content marketing, because they’re selling tools to market your business better. But it’s still just tools.

Content, as it stands, can’t be marketed – the product or service the content describes can. But that’s still product/service marketing.

And how would a business market the “content” of my stomach after breakfast, anyhoo? ;-)

Here’s to blogging and all that it means.

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Nenad June 10, 2012 at

Hi Marcus!

I can’t wait to meet you in Columbus this year. But allow me to clarify sth. You write, “… they also established the first true, hard-core content marketing event in the world last year—the hit that was Content Marketing World.” That’s not really true. There had already been similar conferences in Germany, the UK and The Netherlands for years. Heck, even a conference in Slovenia, where Joe was a speaker. They were not called a content marketing conference (corporate publishing, content summit …), but they have been content marketing conferences, well attended by Europeans! However, what I’ve noticed in the past year that “content marketing” as a term has been taking over the other terms that were previously used for content marketing. Even the Brits now use it as a main term.

Cheers, Nenad

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Flo June 10, 2012 at

Great article with an interesting take but especially interesting comments!

I think Danny’s comment really hit home, “You don’t sell “content”. You write content to sell a product. That’s not content marketing; it’s product marketing.” Very well said, and seems very obvious but is easily overlooked.

It’s definitely another buzzword, but that doesn’t mean that’s a bad thing!

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Ileane June 11, 2012 at

I love the word “blog” just as much as I love the words “content marketing”. Now all you have to do is figure out if I mean that in a good way or a bad way :)

My real question and this is meant with no disrespect to Joe at all – in fact I have a ton of respect for him, but here goes: Why isn’t your Gravatar showing up?

Great post Marcus. “Blog” is a keyword for me so I have no choice but to love it.

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Joe Pulizzi June 11, 2012 at

Thanks Ileane…thanks for the Gravatar reminder. I updated my email address. Hope this one works!

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Ileane June 11, 2012 at

Yay! Love to see that smiling face. :)

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Marcus Sheridan June 12, 2012 at

To answer your question, Joe is very handsome, and his Gravatar makes all us other guys look not-so-stellar ;-)

Great seeing you gal!

Marcus

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Earn Money From Home click here June 12, 2012 at

My relatives always say that I am killing my time here at net, but I know I am getting experience all the time by reading thes good posts.

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Glen Lowinger June 17, 2012 at

Marcus,

I’m relatively new to the whole concept of blogging, social media and website development, but, I too have found that the term blogging hasn’t really made much sense for me.

Looking at the many forms of marketing to help drive business and then hearing the term blog doesn’t really speak to me in terms of driving business.

The term “Content Marketing” however, does bring a better focus to my thinking… Making it easier to develop and express information that will help drive business.

I don’t know if one or another will prevail on its own, or if someone will come up with a new term that is better yet… But, from my perspective of marketing student, for me the term Content Marketing is much easier to relate to in relation to driving my business.

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Marcus Sheridan June 18, 2012 at

Exactly Glen,and I think you speak for many others just like you!

Thanks so much for stopping by :-)

Marcus

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James July 4, 2012 at

I agree with Adarsh. I prefer the word “Content Marketing” than “Blog” but people should not forget the term “Blog”. But who knows, content marketing might be the best word for it in the future.

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Fay Macrae August 1, 2012 at

Thanks for explaining everything about content marketing and different sorts of bloggers. I learned a lot from this post.

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Coupon Giveaway March 31, 2013 at

Great post. This is the first time I read your article; however, your writing style convinced me to subscribe to your rss feed.

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