The Big Three: Content Marketing, SEO and Localization
Latest posts by Elizabeth Turner (see all)
- The Big Three: Content Marketing, SEO and Localization - January 16, 2018
At its core, content marketing is about your audience. Its goal is to serve relevant information to a qualified audience and make them want to engage with your brand on an ongoing basis. You’re building a trusted audience who knows your brand and will want to purchase your products or services. As Michele Linn at CMI writes, “Your content is only as valuable as its ability to attract audience members and compel them to engage with your business on an ongoing basis.”
To build an effective content marketing strategy, step one of course is to build strong, engaging content. But having great content isn’t enough. You may have a vast library of content, but if you’re not distributing or marketing it properly, you won’t reach your audience.
In fact, according to a recent study conducted by BrightEdge, 71% of marketers say that less than half of their content is being consumed, and fewer than 9% of marketers report three-quarters or more of the content they produce is engaged with.
So, how do you bridge that gap and serve your content to the right audience? First, marketers must optimize their content for search engines. And in a world dominated by mobile, that optimization must take location-based search into account.
The Marriage of Content Marketing and SEO
In today’s landscape, combining your content marketing strategy with SEO best practices is crucial to reaching an engaged audience and cannot be overlooked. According to this BrightEdge study, 97% of marketers agree SEO and content marketing are converging or have already converged.
Optimization ensures that consumers can discover your content via organic search, which drives 51% of all website traffic, according to the below graphic. With organic search accounting for the majority of all traffic to a website, your SEO strategy is key to getting your content out there and to the right audience.
(Image source: BrightEdge)
According to a recent article published by the Content Marketing Institute, it is essential to “invest in SEO before (not after) launching content: Better integration from the beginning will lead to better results.” In short, these two disciplines should never be siloed but should support each other. By focusing on your SEO strategy, your content will have better exposure to the majority of users.
Localization of Content and SEO
When it comes to broadening your engagement and traffic, it’s equally important that you are localizing your content. As users are increasingly shifting to mobile, hyperlocal searches are becoming more and more prevalent. In fact, BrightEdge found that mobile search accounts for an average of 57% of all site traffic, and Google estimates that 30% of mobile searches are related to a location. Think about it—if you’re looking for a local restaurant, what do you do? You pull up your phone and do a quick search.
For hotels, this is particularly important for outlets like restaurants or spas that appeal to locals and guests alike. With almost one third of mobile users turning to search engines for location-specific searches, it’s crucial to capture that audience by localizing your content and SEO strategy.