I was at the dentist today, and I actually enjoyed the experience. Going into the appointment, like most people, I was dreading it. It was just a cleaning, but I still hate going to the dentist. Then without even fully grasping it in the moment, the foundations of content marketing took over and it became a good experience.
Content marketing is about building relationships. The hygienist and I talked about everything from college, free diving, healthcare, to traveling. These conversations, although not related to her solutions (teeth whitening, cavities, etc.) were good, and help me develop a relationship. As I walked out, I realized I enjoyed what in many cases is a negative experience.
A relationship was built, as a result I am a lifelong customer. Word of mouth, and word of keyboard (social sharing) will undoubtedly kick in. Brand advocacy has been established.