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A Definition Twist

Take this definition for content marketing –

“Relevant and valuable information delivered by a company to a targeted audience with the purpose of changing or fostering a behavior.”

Now go back and read it one more time, this time, remove the relevant and valuable. Then go back again and remove targeted.  This is what you get –

“Information delivered by a company to a(n) audience with the purpose of changing or fostering a behavior.”

Now, that is a definition of how most companies market.  See the difference.  There is room for growth here.

Joe Pulizzi

Joe Pulizzi

Joe Pulizzi is the bestselling author of seven content marketing books including his latest, Content Inc. He has founded four companies, including the Content Marketing Institute (CMI), and his newest venture, The Tilt. His podcast series, This Old Marketing with Robert Rose, has generated millions of downloads from over 150 countries. He is also the author of The Random Newsletter, delivered to thousands every two weeks. His Foundation, The Orange Effect, delivers speech therapy and technology services to children in 35 states. Follow him on Twitter @JoePulizzi.