Content marketing: what should we call it?

If you haven't stumbled upon it, Joe Pulizzi writes a very informative blog on the subject of marketing and content.

Right now there's an interesting discussion going on about finding a universal definition for what Joe calls 'content marketing'.

I avoid the term 'branded content' because it sounds like the brand bit has been pasted onto some random content. I like the word 'entertainment' because it suggests a connection with the audience.

That's why I use 'brand entertainment' (and because Stickywood is a brand entertainment consultancy business).

But this is too narrow to encompass everything you might stick under the umbrella of content marketing.

Sometimes we industry folks get hung up on semantics and buzz words (in protest Julian is putting a ban on 'social media' and Mark Earle and crew are having a B free January). But I think Joe's thought about client comprehension and education makes this cause a worthy one.

So what do you think? Join the discussion and have your say here.