Professional printing isn't, on the face of it, the kind of industry that typically elicits an emotional reaction, but Vistaprint's content marketing team will be happy to prove you wrong. For Sarah Nunes, director of brand communications, and Leona Frank, senior director of brand, content and social media, their challenge has been to champion brand storytelling in a company that buy email list has long focused on the direct response marketing. They met this challenge by pairing their content strategy with company-wide focus on customer centricity. Providing their audience of small business owners not only with resources to support their businesses, but also an emotional connection with other small buy email list business owners tackling the same challenges. I spoke to Sarah and Leona ahead of their session at Forward 2018, where they will share Vistaprint's story on embracing story-driven marketing. Don't just know your audience, love your audience Vistaprint uses the term “small business” to describe its target customer base, but as Sarah explains, “It's not a small business as traditionally defined. These are zero to ten employees, mostly sole proprietors, one or two employees. It's a very specific niche within small business. As the Vistaprint team found out, while there buy email list might be a lot of information out there for small businesses, no one was speaking to their specific niche about the challenges their customers face every day. “We felt like it was a hole we could and should fill as a responsibility we had to those few people who are our customers,” says Sarah. Their answer to that hole is Vistaprint's "Ideas & Advice" blog, a resource that goes beyond the basic design advice you'd expect from a print services company to answer marketing, branding, and advertising, all through the lens of a micro-enterprise.