Insights

The primary goal of a lead-generation-focused content strategy is to get the right content into the right prospect's hands at the right time. That's no small task, and the success of that effort typically rests on how well you've defined your targets; the deeper you dig into your prospects, the better chance you have of determining their needs, motivations, and hangouts.

When we conduct brand-positioning exercises, our goal is to help our client define their brand so that it may be communicated in a straightforward and believable way. One of the first steps in the process is developing their unique selling proposition (USP), which separates them from other businesses and lays the groundwork for a positioning statement that is designed to be the foundation on which their content strategies are built.

But we've had at least one recent example where hours of working through buyer criteria and competitor analyses failed to result in the creation of a simple, complete USP. We ran straight into the biggest challenge of working with service providers: intangibility.

Automated marketing often is a misunderstood concept, particularly as many think it just takes the form of email autoresponders. These are the awkwardly distant "I'm out of the office and having more fun than you" kind of replies or robot-like missives that come with return addresses beginning with things like "DONOTREPLY." They rarely communicate something of value and often sound like they were written for a poorly translated Atari video game. But it doesn't have to be that way.

Normally, we're a humble bunch of folks; we put on our pants one leg at a time and get to work (cough) early to get a leg up, all without fanfare, ticker-tape parades, or floats. That said, we don't turn up our noses when an award comes our way, especially if it's for the third year in a row.

That being the case, we're pleased to announce the Greater San Antonio Builders Association has awarded the Digett-designed and -developed McMillin Homes website the 2010 Summit Award for Best Website for a Builder. I might mention we also won in 2009 and 2008—and telling the truth never constitutes bragging, in our playbook.

A couple of days ago, I came across this video of a man who was, shall we say, emotional about a double rainbow he finds in his front yard—a complete double rainbow, all the way.

The first time I watched, I thought it was pretty funny, but upon watching a second and third time, I found myself wiping away tears of laughter. So naturally I shared the video with my peeps here at Digett, and soon we were all enjoying that same double rainbow.