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One of the themes that emerged from the recent Social Media Week London was the importance of content as a marketing tool. Whether it's being used to drive traffic, sell stuff, engage users, building brand equity the brand's hopeful quest to create a meme is a challenge for plenty of marketers.

A campaign doesn't have to be pretty to work. Throw in a little social, make it local and you have a winning formula, surely? Maybe this is the carefully planned strategy behind the marketing for comedian Howard Read's latest tour or he's a prodigious songwriter with a penchant for small town Britain.

For each town Howard and his cartoon side-kick, Little Howard, visit, they're creating a song, complete with local facts, history and irritatingly good ear-worms, "I'm a fool for Poole". Songs include: Hymn to Telford, The Daft Half of Bath, All Will Be Revealed in Sheffield and Song for Poole.