How many times have you heard that content is king as far as digital marketing is concerned? Well, context is just as important as content. Imagine you’re the owner of a professional photography camera store. A blog post you recently published on the comparison between Canon and Nikon brands gets a visitor who is just starting out, looking to do some research on the types of cameras that photographers use. They decide to sign up for your newsletter because they found the blog post helpful; hip, hip, hoorah! Now you have the ability to create a personalized message for this new email member. Realistically that message isn’t going to be “See the glaring difference professional photographers see between Canon and Nikon” and then have the link go back to the same blog post they already read.
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