Second-rate contentThe answer not only surprised me, it floored me. He basically stated that in his experience with these types of corporate media, custom publishing initiatives were second-rate content at best. He also discussed how he is more than happy to partner with these companies to promote their white papers on his websites and other properties. Other than that, these custom media initiatives were nothing to be bothered with. Now…this is one of the most progressive (I thought) CEOs in the business. If this is the general mentality among these business leaders, then marketers have a bigger opportunity than I initially thought. To be fair, though, he’s probably right about the quality of the content. He probably has only run into examples of content marketing samples that were only sub-par. Marketers have been waking up to this fact for years though, so this has been changing for quite a while.
Wake up nowIf media companies don’t see content marketing as a
threat to their long-term financial viability now, they are going to be in BIG trouble. Today’s publishers need to offer these types of marketing services for their customers, or face watching this large revenue stream go somewhere else. All in all, I came away from this conference thinking that most publishers are dismissing the importance and impact of content marketing. It’s going to really get interesting.
Author: Joe Pulizzi
Epic Content Marketing
(McGraw-Hill) will be released in the fall. If you want to get on his good side, send him something orange. For more on Joe, check out his personal site or follow him on Twitter @JoePulizzi.