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We generally sit at the intersection of presence and organic marketing, meaning that your Director or Manager of digital marketing is our buddy. While our content sometimes makes it's way into paid advertising, that almost always as a decision made by the digital team to maximize the use of our content.
By increasing your local presence and contextualizing your content while leveraging ours, you begin to improve your post-click performance, your engagement time, equity measures and rankings at the local query level.
To some extent it depends on the size and type of organization but for bigger clients, we're usually connected with the digital lead and team. For SMBs we're connected to the head of marketing. For location based businesses we're usually having fun with the head of properties, franchisee management etc.
Great question! We have a unique ability to make your content work harder than it likely does now by simply contextualizing it to the local area. That can be through copy, imagery or a combination. Even sometimes just using it a face value in combination with our sourced or originated content gets you loads more mileage from your valuable but often underutilized assets.
One way to think about this relationship is two streams of traffic going in opposite directions. Programmatic, and DCO as derivative, is like the outbound traffic in the form of your advertising, whereas LCO is more about the returns. You've got traffic coming in from your push marketing efforts and you've also got organic traffic coming in through micro-moments. We help create a contextually relevant welcome for your audience when they show up. In addition, our content can be used in DCO to increase geo-relevance in that flow.
Our content can optimize your outbound emails through geo-relevance but also create better post-click results by not landing them on a generic landing page as so many campaigns do.
In short, both. That depends totally on you and your preferences. Either way we play great in the sandbox!
The answer to than question depends on what type of solution you choose to implement. If it's on of our "Local In A Box" solutions, you'll be reaping the benefits of LCO in just a couple of weeks. If we're talking about a "Local Max" solution that involves processing your content, originating content, leveraging our sourced content and hosting/management it might take up to 6 whopping weeks to put your presence into about 30,000 towns across the country. We pride ourselves on being pretty fleet-a-foot!