It's no secret that audience relevance is key in your marketing efforts. Check out this guide to adding geo-relevance that drives better performance in your ads and content.

1. How To Deliver More Relevance
In Your Content Marketing

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* Business Wire
Content marketing
is expected to generate
more than $400 Billion by 2021*

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Content marketing
is expected to generate
more than $400 Billion by 2021
That’s more than double
what it was back in 2016
*
* Business Wire

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The average marketer is spending 25-30%
of their total marketing budget on

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After dropping a third of your
budget, how do you/will you cut
through the “noise” to ensure that
your content is actually having an
impact?

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The fact is:
Consumers don’t have a lot of patience

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The fact is:
Consumers don’t have a lot of patience
69% of consumers are hitting “unfollow”
on their social media accounts
* Business 2 Community
*

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The fact is:
Consumers don’t have a lot of patience
69% of consumers are hitting “unfollow”
on their social media accounts
69% of consumers are closing accounts because
they don’t like the communications they’re receiving
* Business 2 Community
*
*

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The fact is:
Consumers don’t have a lot of patience
69% of consumers are hitting “unfollow”
on their social media accounts
69% of consumers are closing accounts because
they don’t like the communications they’re receiving
58% of consumers are choosing to “unsubscribe”
from a number of their email communications
* Business 2 Community
*
*
*

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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
Photo by timothy muza on Unsplash

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But what about consumers who
haven’t yet pulled the trigger?

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But what about consumers who
haven’t yet pulled the trigger?
How can you encourage them to
trust you and engage more deeply?

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Include Geo-Relevance in your content marketing!

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Consider the following examples of geo-relevance in
content marketing:
Retail Hospitality Real Estate
Photo by Alexandre Godreau on Unsplash Photo by Marten Bjork on Unsplash Photo by rawpixel on Unsplash

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Geo-Relevance in outdoor retail
Imagine a potential customer lives outside of a major city and drives
to ski country on the weekends
Photo by Max Bender on Unsplash Photo by Robert Bye on Unsplash

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An outdoor outfitter can use that
“location context” to showcase the
best places to enjoy different activities
like snowshoeing or great sledding
spots and make product
recommendations for goggles, gloves,
etc., that tie to e-commerce
Geo-Relevance in outdoor retail
Photo by Bonnie Kittle on Unsplash

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The outfitter is demonstrating a
strong connection to the
community, giving local content
with value – and is thus more
likely to score a new customer
Geo-Relevance in outdoor retail
Photo by rawpixel on Unsplash

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Imagine someone is looking
to book a hotel room. Their
online search directs them
to a few travel websites
Geo-Relevance in hospitality
Photo by Nicole Honeywill on Unsplash

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Geo-Relevance in hospitality
Photo by Eunice Stahl on Unsplash
Site “A” has many hotels listed and
prices available

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Geo-Relevance in hospitality
Site “A” has many hotels listed and
prices available
Site “B” has all the same hotels plus
information on all of the amenities
that surround each hotel to allow for
easy property comparison and choice
Photo by Eunice Stahl on Unsplash

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Which site would you book with?
Geo-Relevance in hospitality
Photo by John Schnobrich on Unsplash

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Imagine someone searching
for a real estate company
to help them with their
home search
Geo-Relevance in real estate
Photo by Agence Olloweb on Unsplash

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One company lists the
towns they sell in and
has their home listings
Geo-Relevance in real estate
Photo by Blake Wheeler on Unsplash

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Another company shares home
listings and also highlights a strong
link to the communities they serve by
sharing dynamic guides to each
neighborhood, like represented here
TownView
Geo-Relevance in real estate

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It would make sense to choose
someone who is not only a
local expert, but who has
taken the care to present that
to home buyers in the hopes
of making their search easier
Geo-Relevance in real estate
Photo by rawpixel on Unsplash

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These examples demonstrate how rich, localized content, can encourage
someone to want to work with you. Why?
Photo by Form on Unsplash

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These examples demonstrate how rich, localized content, can encourage
someone to want to work with you. Why?
1. You’re adding value above and beyond your competition
2. You’re showing that you empathize with them on a geo-personalized level
Photo by Form on Unsplash

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These are all examples of Local Content Optimization (LCO) at work
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

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Photo by NordWood Themes on Unsplash
So, ask yourself: Are you providing
the right experience in your digital
presence for your customers?

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Photo by NordWood Themes on Unsplash
So, ask yourself: Are you providing
the right experience in your digital
presence for your customers?
When someone visits you, what
kind of experience are you giving
them?

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So, ask yourself: Are you providing
the right experience in your digital
presence for your customers?
When someone visits you, what
kind of experience are you giving
them?
More importantly,
are you giving them
any kind of
“experience” at all?
Photo by NordWood Themes on Unsplash

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Think about what matters to them.
Determine why they’re initially visiting you.
And put yourself in their shoes.
Then, keep them around with a steady stream of relevant,
locally contextualized content that addresses those needs
Photo by sebastiaan stam on Unsplash

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Thank You!