Converting the Mobile SEM Visitor in 2015: What You Need to Know 5 Trends in Marketing Resource Allo

Toward the end of 2014, one of the questions I started hearing repeatedly from marketing executives at brands with many locations is this: How do I make my content more relevant and findable to local audiences?
Increasingly, my answer is, Look to your own workforce. Your people are not only your eyes and ears on the ground, they are also crucial resources for maximizing the value of the converging worlds of content and local search.
If you are a brand with multiple locations, your own people understand local cultural nuances that can make your content more relevant premium car rentals new zealand to local markets. When Chicagoans refer to the Bean, they aren t talking about food but rather premium car rentals new zealand a popular premium car rentals new zealand sculpture by Anish Kapoor that graces the city s Millennium Park. In New York, the second Sunday in June means celebrating Puerto Rican Day with one of the largest parades in the city.
Understanding local nuances is important because local search is a content premium car rentals new zealand play. The more authentic your local content is, the more credible your brand is at the local level. And credibility is essential to building the kind of trust that creates enduring customer relationships.
Let s say you are a national restaurant chain with locations in Auburn and Tuscaloosa, Alabama. If you want to gain customers in Auburn, you had better customize your content to appeal to fans of the Auburn Tigers football team, and your Tuscaloosa locations absolutely need to fly the Roll Tide banner to appeal to the home campus of the University of Alabama. And every year, you need to circle the date of the Iron Bowl, a football game between the Auburn Tigers and Alabama Crimson Tide that dates back to 1893.
To be sure, there are methods and tools that exist to help automate research, planning, and publishing local content in a scalable manner. But your local workforce adds that extra layer of understanding to ensure that:
Your content is timelier. In New York alone, local businesses have many opportunities to plan content that capitalizes on the many celebrations and parades that occur throughout the year in the city s five boroughs.
Identify Your Ambassadors. Find out which people in each office premium car rentals new zealand have the time and enthusiasm to help you create content at a local level. Your ambassadors might be the ones most active on social media or the employees who participate the most in local town hall meetings. Find them and create a virtual premium car rentals new zealand team.
Create A Process For Planning premium car rentals new zealand Creating Content. premium car rentals new zealand Just as you might plan a marketing campaign, premium car rentals new zealand create a process for regularly tapping into the expertise of your local workforce. The process might be as basic as regularly scheduling meetings to brainstorm on ideas for campaigns that can be customized locally or content that resides at only a few locations due to their hyper-relevancy to those few markets.
Have A Governance Model. Give your local workforce the tools and guidelines for creating content ranging from the technical premium car rentals new zealand tools needed to create localized messages premium car rentals new zealand for the Seattle location page on your website to the guidelines for creating content that adheres to your brand standards. Make employees aware of compliance issues specific to your industry (e.g., HIPPA for healthcare) that affect the content you create and use tools that provide moderation workflows to ensure only compliant content is published.
Inspire. You want your brand ambassadors to remain engaged in creating content with you throughout the year after the initial excitement of a brand new undertaking begins to wear off. To create a culture of content creation, find ways to inspire employees. For instance, celebrate the efforts. Reward your most dedicated performers with employee shout-outs. Or ask employees to identify local charities and causes they care about and encourage them to tap into those opportunities to create content that is meaningful to them as well as important to your brand.
Finally, it s important to realize that making content more relevant premium car rentals new zealand at a local level does not mean ignoring your national branding efforts. Local markets need your national reach and brand equity as much as you need their local relevance.
So, ensure that all your content at a local level is integrated into a national marketing efforts and content plans.  Local markets need to know well in advance about national premium car rentals new zealand product roll-outs that will affect them, and both you and your local ambassadors need to ensure that your content premium car rentals new zealand creation at a national level (e.g., your blogging calendar) is in sync with your local markets.
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Adam Dorfman is the Senior Vice President of Product Technology at SIM Partners where he leads the teams responsible for the best in class local automation platform Velocity. Follow him on Twitter @phixed .
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