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While we see content marketing daily, not everyone knows what it really is.
Some may know that it’s a kind of a marketing approach, others that it focuses on the distribution of relevant content, while the rest know the final result – it’s supposed to bring in more business. However, once we understand what content marketing does and how it attracts paying customers, we can move on to contemplating its connection to SEO, as well as ideas such as long- and short-term marketing campaigns.
Consistency, Consistency, Consistency
So, let’s imagine a scenario – you’ve just set up your own startup and are now looking for the best marketing approach that will bring you the highest ROI. And you start advertising in local newspapers, on billboards and on social media, but ignore SEO. Although you may think it’s not right for you, SEO will ultimately make a difference between success and failure.
The most important part of SEO is the content, but not just any content – it has to be high quality, relevant and consistent. And this is where localized content marketing comes into play – as more and more people use their smartphones to search for local inquiries, it’s more sensible to focus on local resources that will give your business more attention and earn you money than more general and global resources that transfer into cash less easily.
Think and Act Locally
But, how to reach local audience and inspire them to spend time and money at your business? There are several steps to take and the first one is to learn more about your potential clients and customers – only when you identify your target groups will you be able to know their needs and interests, and turn this into your favor.
One of the ways to do this is by using Facebook Audience Insights, a nice little tool that helps you figure out your local clientele and their habits. It’s easy to use and gives you all the information you need.
Once you learn who you can approach, it’s time to find out what to offer them. You can try examining your neighborhood and drawing conclusions alone, or use content exploration tools. Buzzsumo, MOZ Content and Ahrefs are just some of the most popular ones and they do everything from generating and analyzing backlinks to targeting social media. Rely on them, let them do their job, and just examine the results.
How It All Works?
This all sounds fine and dandy in theory, but how does it work in real life? Let’s take an example everyone can understand – a shop that sells spare parts for your car. We see these everywhere, but how do they advertise and generate revenue?
Online marketing is quite vital in this day and age, so these businesses often start blogs that publish car-related texts. This auto parts shop had recognized the importance of quality locally focused content which can be seen from their blog. It’s one of the best car blogs in Australia and it offers a plethora of useful ideas to all car enthusiasts. Moreover, it provides inspirational articles on somewhat unusual aspects of automobilism, from cleaning your filters on your own to the selection of best gift ideas for a car aficionado that might come in handy during the holiday season. Such interesting content attracts the readers who quickly turn into paying customers.
Finally – Success or Failure?
All of these are just ways to attract more clients and become more visible. With an abundance of literally same businesses on every corner, you have to stand out, and the only way to do so is by combining content marketing, SEO and the local approach.