I'm in the Nemacolin Woodlands resort in Uniontown, PA attending a family wedding, and I've been catching up on my reading, reviewing an excellent edition of B2B Marketing magazine on Lead Generation. The importance of highly relevant content is frequently mentioned.
But I just received a personal contact marketing lesson.
Before we left we boarded our dog, Pepper, at a place called Best Friends. This morning my wife opened her email to discover a status email from the boarders. She was elated to receive the update, but it was the picture that evoked the tears.
Having a blast at Best Friends Sudbury...wish you were here! I'd love to tell you all about it, but since I can't talk my Best Friends agreed to send this photo along to you instead.
See you soon!
Love,
Pepper
P.S. Follow my Best Friends on Facebook
Content. The element that delivers value, creates impact, attacks emotion, and develops brand loyalty. It wasn't the words in the email that evoked this response. It was the image.
This is a simple but direct example of a small business thinking like a publisher and providing relevant, valuable content. Content creation doesn't have to be as hard as we often make it, if you have the right mindset. I see the process and procedures behind the result that as the lesson to be appreciated from this example.
Content marketing must occur automatically in the daily operation of our businesses. This must be operationalized so it happens regularly, automatically, almost effortlessly.
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