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Content Strategy by Noz Urbina, Rahel Anne Bailie

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The True Test of Brand Loyalty

The morning after the buyer bought the television, it started to fail. The image display began to smear to one side, an abnormal behavior and a sign of a malfunction. He tried to reach out to the manufacturer, this time not just to avoid the printed manual, but because the television was having definite technical difficulties, and he needed more information: was this a simple fix or would it require some technical expertise?

The manufacturer’s commercial pages ranked high in search engine results when looking for models to buy, but were quite scarce when searching for common problems. When he added terms like blurry, smeared image, and blurred picture to the search, the manufacturer’s pages were driven ...

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