Employees are in fact consumers, and they want what they want, when they want it. And what they want is not limited...
- September 6, 2018
By 2019 Content marketing is estimated to be a $300 Billion industry. That’s double what it was back in 2015. By that time, the average marketer will be spending 29% of their total marketing budget on content.
But after dropping almost a third of your budget, how do you/will you cut through a ton of “noise” to ensure that your content is actually having an impact? Fact is, consumers don’t have a lot of patience:
When a consumer opts to share their info with you, the unspoken deal is that you’ll return the favor with content that truly adds value.
But what about consumers who haven’t yet pulled the trigger? How can you encourage them to trust you and engage more deeply?
Geo-Relevance in your content marketing. Check out these 3 examples:
The three examples I’ve provided demonstrate how rich content, localized to area and context, encourages a customer to trust you. It makes you stand out because, on one level, you’re showing that you deeply understand their community; on another level, you’re delivering value.
All three are examples of Local Content Optimization or LCO. With LCO, it's finally possible to create a credible localized brand presence, at scale, that delivers contextually relevant content marketing experiences, helping drive salience and conversion across channels.
So ask yourself: Are you building the right experience for when consumers visit you?
When someone visits your site, what kind of experience are you giving them? More importantly, are you giving them any kind of “experience” at all? How about in email or social?
Think about what matters to them. Determine why they’re initially visiting you. Put yourself in their shoes, then keep them around with a steady stream of relevant, locally contextualized content that addresses those needs.
Mike Raleigh is Vice President, Growth at AmericanTowns Media where we specialize in Local Content Optimization (LCO) at unprecedented scale.
It may be especially difficult for big brands to localize their location efforts with anything more than simply rational information. Local Content Optimization makes adding intent driving emotional content easy, providing brands with a scalable local presence, reach out to learn more!
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