Brand publishing isn’t content marketing

I was catching up with a recruiter who specializes in brand publishing talent recently who said something interesting: One of the challenges she faces in her job is that people don't consider their jobs to be in ”brand publishing.” People hiring for editorial roles at brands – rather than  media organizations – also use a variety of terms to refer to the discipline, leading to a significant amount of confusion and challenges when it comes to finding people to staff their endeavors.  Some of this is a question of semantics, of course In many cases, people in content marketing and brand publishing are often found to be doing the same things, often part of the same departments. Editorial talent and marketing executives say it’s more important now to understand the diffe