Here are three reasons why this custom publisher hates the term.
It's aggravating to knowingly use a term to describe your business that poorly defines what you do. That's how I feel about the term "content marketing." It's the industry's current buzz term used to describe the need to create content over advertising in order to engage with customers in social spaces.
Content marketing is nothing new. Prior to the explosion of social media, it was and still is called custom publishing. Most of us experienced it for years every time we picked up a Triptik, map, or tour book from AAA. Or maybe your brokerage firm sent you a magazine offering up advice on how to invest your 401K.