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ABM Custom Media PowerPoint Presentation Available

American Business Media's presentation on "Next Generation Content Marketing" is now available on ABM's Custom Media Microsite. Click to download it in the lower left corner. Also available is a white paper and handbook on Custom Media success stories. Enjoy!

Labels: American Business Media, content marketing, custom media

The Switch from Branded Entertainment to Entertainment Marketing

I read recently that the 4A's (American Association of Advertising Agencies) announced that they were changing the name of their Branded Entertainment Committee to the more relevant, Entertainment Marketing committee.

After reading this news, it made perfect sense. Branded Entertainment could be anything that associates your brand with something entertaining. Entertainment Marketing suggests a behavioral change or action (since the word marketing itself suggests that you are selling something and looking for a transaction to take place) through an entertaining medium.

Take that example and let's look at branded content. If we use the same mentality, we should then take branded content and rename it content marketing.

My prediction...two years from now, branded content, custom content, custom publishing, custom media, etc...will be known better as content marketing.

See you then!

Labels: branded content, branded entertainment, content marketing, custom content, custom media, custom publishing, entertainment marketing

Content Marketing Catching On

Had the opportunity to present yesterday at an American Business Media breakfast entitled "Next Generation Content Marketing."

I've done quite a few presentations over the years about custom publishing and/or media, but I believe this is the first time I've seen real excitement from the audience about the topic. Content Marketing is truly starting to catch on. For more information about the event, go to ABM's blog.

The powerpoint will be up soon. I'll send out a note when it is ready.

Labels: content marketing, custom media, custom publishing

How do you define Custom Publishing?

We recently did a survey for our publication, B2B Marketing Trends, about how marketers define custom, branded communications. There were four choices, custom publishing, custom media, branded content, and branded editorial content. I was interested to see the results, since the industry itself is struggling at what the words or phrases used will ultimately be.

How's this for results...there was a three-way tie...do you believe it? Custom Publishing, Custom Media and Branded Content all finished with exactly the same number.

My take - marketers don't know how to define this industry either. It's going to be an interesting ride over the next few years to see how this growing industry begins to define itself.

Labels: branded content, content marketing, custom media, custom publishing

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