Intercom is dropping the phrase ‘content marketing’, and they explain why in a post on their blog.
In my opinion, labelling is the enemy of marketing (unless you’re in the retail trade – Ha!), and to examine how we identify each strand of our profession detracts from what we’re supposed to be doing – taking products to market using the optimum tools available.
At Intercom we avoid phrases like blogs (to refer to individual posts) and ebooks (a book is a book) as we feel they demean the value of what we’re offering.
You can read the full post on Intercom’s blog