We're dropping the term "content marketing" at Intercom because it's become synonymous with spam and hacks, rather than a genuine way to create authentic content. The term "content" is problematic on its own as it commodifies what we do, and adding "marketing" to it undermines the value of what we create. Instead, we believe in focusing on publishing great content first, which will attract people to our product with minimal marketing effort required. This approach prioritizes creating something people want to read or watch over trying to market and sell from the get-go. By putting readers first and applying editorial principles, we aim to create high-quality content that resonates with our audience and sets us apart.