MARKETING AND SALES STRATEGIES

Smile! It's Time for a Content Close-up

What marketer doesn't need a sparkling smile? With all the grinning and glad-handing the profession requires, teeth and nails should dazzle. Okay, a bit far maybe… but if you haven't had reason to in the past, check out Crest's Whitestrips site. This is some content savvy stuff! Not only does it include the standard fair like success stories and testimonials, the site offers a collection of beauty-related articles and a Beauty Quiz that tells you which color pallet is right for you (I'm Classic Berry) and it doesn't even mention Crest. Not surprisingly, the site includes special offers, but it also includes a Share Your Smile viral marketing push.

David Meerman Scott

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