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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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