Does Renaming Content Marketing as New Media Change the Work?

Does Renaming Content Marketing as New Media Change the Work?Does Renaming Content Marketing as New Media Change the Work?

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Franco Vidal

pro

• Nov 2

Saw a story last week about tech startups renaming content marketing as "new media" and spending on full studio setups. Part of me gets it. Calling it media pushes teams to take content seriously, and that's good.

But when I look at what makes someone hire or buy, it's rarely the production. It's a hook that makes them stop, an offer they understand in five seconds and proof that you've done this before. You can shoot that on a phone.

So I'm curious: do you think the rename changes how teams actually make content, or is it the same work with a nicer name?

Content Strategy Marketing Strategy Growth Marketing

Razvan Vezeteu

• Nov 5

Final direction picked! I love when brands use custom illustration as the main way to communicate with their audience. Direction discovery should not take more than one week and it should be full of personality! Ready to upgrade your brand?

Brand Design Illustration branding

Daniela Galicia

• Nov 6

Amazing work!

Daniel G Bright

max

• Nov 5

This year we've done brand identities for companies in AI, pet health and car rental.

Before you ask a studio for a rebrand, write down the actual mismatch. Something like “enterprise buyers read us as a side project”. Then note where you've seen it, like lost deals or sales feedback.

A named mismatch is something a designer can scope.