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Content Marketing

November 7, 2014

A Walk Around the Pond and a Lesson in Content

An uninspired empty stare into the depths of my monitor recently led me out of my office and on a quick walk around the pond behind our building. A couple hundred yards later, heading into the first turn, I realized that this advice to take a leisurely stroll to get the creative juices flowing was something that I had recently read in a newsletter.

I then started to recall some of the other compelling content and advice that I had read in this particular newsletter. One of the great pieces was entitled “Pass the Ketchup,” and I’ve linked to this must-read feature here, as my own way of passing the ketchup. ​This is a short story authored by Dave LaRue, and an important reminder of how a small act of anticipating the needs of others and being thoughtful can truly create a wonderful life, both personally and professionally.

Heading down the backstretch of my lap around the pond, I began to acknowledge just how much of the content in this newsletter had connected with me. Not only was I out walking to get rid of my writers block, but in addition to “passing” the ketchup story more than once since I read it, I had also recently shared the following Peter Drucker quote with my daughter prior to her hockey tryouts: “The best way to predict your future is to create it.”

I had also read this quote in the newsletter and, being unfamiliar with Peter Drucker, I did some quick research and learned that, among many distinguished accomplishments, he has been described as “the founder of modern management​.” I figured that, as a consultant to the folks in the corner offices of companies like General Motors, Sears, General Electric, and IBM, the guy must know a thing or two about business, so I began to search for any books he may have written. There are 39 of them to choose from. I could trace my reading for the foreseeable future back to this one newsletter.​

Heading into the final turn and homestretch back to my office, I knew not only that I had just written this column in my head, but also that if I, or anyone in my network, ever needed mechanical power transmission, conveyor belt, and electrical control products, that I’d send them over to Baldwin Supply.


That’s right. I read all of this great content in the Baldwin Supply newsletter. ​A company with deep roots in aggregate and mining, food and beverage, agriculture, packaging and equipment, and industrial conveyors were providing personal and professional sources of advice and inspiration. Sure, the newsletter included product information and new business ventures, but it’s true success lies in sharing meaningful and relevant information that readers want to hear, rather than sales information that the company wants to say. Ultimately, they have made a connection on a level that no sales pitch, product details, or price discount could ever match.

And I’ve been reminded to always pass the ketchup.

By Greg Anzelc
Touchpoint Media
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