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Agree with Michelle (and CC!) content is the oil that lubricates the machine..
Makes sense. Without content you don't need policies or customer service.
Agreed. Asking people to visit a page and like a brand (except in rare and enviable circumstances) just isn't going to work. But put a piece of real content in front of them, and you've got shot at starting a real discussion. Hey, wait a minute. I'm feeling like a living M.C. Escher drawing. I'm creating content to help market a marketing firm by commenting on the power of content-based marketing. Someone at Mechanica must be wicked smart.
Of course this makes me VERY happy to see with Content based marketing coming out on top.