{"id":117492,"date":"2017-11-22T14:59:00","date_gmt":"2017-11-22T19:59:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/dac-group-2018-predictions\/"},"modified":"2024-12-31T05:59:34","modified_gmt":"2024-12-31T10:59:34","slug":"dac-group-2018-predictions","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/strategy\/dac-group-2018-predictions\/","title":{"rendered":"How to Make the Most of Your Localized Content Strategy"},"content":{"rendered":"

Things change lightning-quick in the digital world, so if you\u2019re thinking of duplicating your content marketing strategy<\/a> for 2018, think again. Last year, we wrote about our top digital marketing predictions for content<\/a>, including intelligent\/predictive content, digital asset management, data-driven content marketing, influencers and execution. Those trends continue to shape the work we do every day and will become even more important over time.<\/p>\n

Over the last 12 months, the content strategy team at DAC has continued to evolve and incorporate new technologies in order to make sure our clients are winning at every digital touchpoint across the customer lifecycle.<\/p>\n

As the New Year approaches, we\u2019re taking a look into our crystal ball to see what the future holds for content marketers in 2018:<\/p>\n

The continued rise of voice search will affect how we create content<\/h2>\n

At the Google I\/O keynote address in May 2017, CEO Sundar Pichai revealed that 20% of queries on Google\u2019s mobile app and Android devices are voice searches. With the increased adoption of voice-activated smart devices like Google Home and Amazon Echo, voice search is expected to account for 50% of all searches by 2020, according to comScore. From basic questions like \u201cWho is the Canadian Prime Minister?\u201d to ordering products directly to your door from Amazon, people are shifting their search and consumption habits.<\/p>\n

The underlying difference between voice search and text search is the accuracy of the results that get served up to the user. Voice search is more conversational, which helps to solve the problem of understanding user intent that text keywords sometimes present. In theory, the user should get the most relevant result in response to a voice query. So how can brands make sure that their content is being served as the most relevant response to voice queries made by their audience?<\/p>\n

In 2018, brands will revamp their content for voice search by incorporating long-tail keywords, adding FAQ pages, optimizing for natural language, improving website speed and making sure they have content to support every micro-moment of their customers\u2019 search queries.<\/p>\n

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Winning brands will have local content strategies<\/h2>\n

In 2017, we continued to see the exponential growth of hyper-local \u201cnear me\u201d searches or comparable searches without \u201cnear me\u201d. In fact, nearly one-third<\/a> of all mobile searches are related to a location. While optimizing your website for local success and managing citations across the web are necessary tactics to capture volume and leads from Google\u2019s SERP, creating local content is still an underutilized strategy that can lead to improvements in discoverability, reach and engagement metrics, as well as offline sales.<\/p>\n

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In 2018, local will be an integral part of content marketing strategies, as differences in people\u2019s wants and needs are reflected in their unique search habits and where they reside. Cookie-cutter content won\u2019t perform the same way across all markets, whereas local content will communicate to your audience that your business is involved in the community they\u2019re searching for, and show Google that you\u2019re a relevant<\/em> local company with your finger on the pulse of local events.<\/p>\n

Brands can create geo-specific content by doing research to understand who their audience is and developing content that appeals to those users. Tools like MyBestSegments<\/a> from Claritas allow you to get lifestyle segmentation information for any ZIP code in the United States. Local influencers can also help to develop geo-specific content that can be used on brand websites or shared through other channels.<\/p>\n

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