‘Local Marketing’ Surges, ‘Content Marketing’ Erodes 10/19/2020 – MediaPost Communications

‘Local Marketing’ Surges, ‘Content Marketing’ Erodes 10/19/2020 – MediaPost Communications

This week we’ll look at how terms that
were trending in late June are faring today. By June, most U.S. states
had reopened. Black Lives Matters protests were growing worldwide, and retail sales grew more than expected. 

“Local marketing” intent among brands has been steadily increasing since mid-September. In June, both “demographics” and “local marketing” saw increases.
Marketers may be seeing location as more efficient targeting criteria than other audience characteristics, especially as states vary drastically in their COVID response and number of infections.
Zeroing in on areas where business has been sustained or is on the upswing may allow marketers to tap into audiences that are eager (or less reluctant) to buy. 

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Similarly,
“content marketing” intent has dipped in the past month among the MediaPost 500 brands. Declining intent around content terms correlates with a recent increase in intent around search
terms such as “pay-per-click,” signaling a focus on marketing tactics that need fewer resources to execute. 

Intent among brands for “content
personalization” saw a steep climb in June, as measured by Bombora. While the term saw a few spikes in intent since, it’s been trending downward overall.  Getting content
personalization right requires investment in audience segmentation, mapping, and analysis, as well as content optimization tools. In June, we were in the earlier stages of brands attempting to
redefine the demographics, sentiments, and behaviors of their audiences, which may explain this particular intent trend.