If you’re in business you should be looking for any angle that can give you the competitive edge.
Take the recent Icelandic volcano for example. This event raised major questions for employers concerning employees who were stranded abroad. Now, if you were a switched on firm of Solicitors, for example, you could have earned some major credibility by getting together a bulletin covering all the legal issues and sending it to all your clients where this could have been an issue.
Turning the bulletin into an article or press release and also posting about it on your Blog (if you’ve got one) could have possibly attracted new clients.
Website marketing isn’t just about SEO.