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Happy birthday to my sister Jennifer! 🎂🎉

It was Sunday morning and I needed to pick up a few dog supplies.

I’d take my dog, go to the pet store, then take her for a walk downtown.

Problem was, it was 9:20am and the store didn’t open until 10am.

I headed out anyway and parked in a neighborhood a few blocks from the pet store. 

My dog, like many dogs, likes to sniff around, especially in brand new neighborhoods.

So many never-before-smelled scents!

Pictured: My dog Macaroon, a Mini Aussie mix. Follow her on Twitter (@PuppyMacaroon).

We got to walking and before I knew it, 30 minutes went by. Then 40 minutes.

Eventually, I realized: this is the actual walk. The destination.

There’s no longer a need to go on a walk after the pet store.

The detour had become the destination.

In this case, the detour had become just as good as the destination.

I think this can work well in our marketing. Examples:

  • The hand-drawn sketch for a social media image can become the image
  • The rehearsal for an on-demand webinar can become the webinar
  • The outtakes from a video shoot can become the video
  • The random collection of notes for an article can become the article (i.e., with some editing)

Truth be told, I don’t have an example of trying this. Do you?


P.S. I couldn’t make this up: when I reached the pet store (part of a national chain), it had closed! Not that it wasn’t open yet -- the store had closed.

Around the Corner
An Apple a day keeps the Netflix away

Trying to win at content marketing? It's rough out there.

In a post on his popular blog, marketing expert Mark Schaefer compared the content marketing arms race to the competition among the streaming giants (e.g., Netflix, Disney, Apple, etc.).

Which streaming company reflects your content marketing?

Apple or Amazon

Mark writes, "If you’re the market leader with the deepest pockets — like Amazon or Apple — you’re in a good position to win the content marketing arms race."


"If you have a distinctive voice and authority to your content, you’re positioned to compete in the content marketing arms race."


Mark notes that Netflix doesn't have the deep pockets to complete with the others. Are you in a similar camp in your industry?

Read Mark's post, "Five strategies to win the content marketing arms race."
Next Meetup
Brand Messaging Basics For A Beyond Basic Brand

Presenter: Ashlee Sang, Brand Messaging Strategist & Consultant.

Brand messaging establishes the recognizable way your brand shows up in the world. Think: mission statement, voice, values, audience, and core messages.

In this Meetup talk, we’ll explore:
  • Why establishing your brand values is so important
  • How your messaging can be more consistent
  • How to keep your audience at the center of every decision
It’s all about aligned visibility—standing up for your values in order to stand out.

August 11, 2022, 12 to 1pm PT


Note: Thanks to our sponsors, Hushly, TalendToTheWeb and Treasure Data.
Twitter Corner
In each newsletter, I recommend a Twitter user to follow.
This week, I recommend Karri Carlson (@heykarri).

Karri is a marketer, cat lady and agent provocateur who lives in Portland, Oregon.

She's VP Operations at Leadtail, a B2B social media marketing agency.

Looking for some reading material this summer? Karri recommended a book in this tweet to Rich Schwerin (@Greencognito).
Don't Click This Corner
Interesting article shared with me by Rich Schwerin (see his Twitter handle above).

It's by Amanda Natividad, VP Marketing at SparkToro.

Pictured: Amanda Natividad (photo via Twitter).

Amanda writes about "zero-click content."

At first, I thought the post was about zero-click search results in Google.

While that's part of zero-click content, Amanda's post goes beyond search results.

On Twitter, think of a thread (without links) compared to a tweet with a link. The former is zero-click content.

Food for thought: give users what they want without them having to leave where they're consuming it.

Read the post, "Zero-Click Content: The Counterintuitive Way to Succeed in a Platform-Native World."

See y'all in two weeks!
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