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Using today’s content marketing platform can be a challenge for most marketers. Traditionally, a large amount of a marketing team’s time is spent generating content and setting up campaigns, but as marketing evolves, the time spent on content-creation itself can be overlooked.

This is, of course, a big mistake; in a study of marketing teams by Live Radiance, 77 percent said they consider content marketing their No. 1 priority, yet only 42 percent spend time preparing content — a bad move, as the “behind-the-scenes work” can mean the difference between a successful content marketing strategy and one that fails to succeed.

But there is a way to bridge the gap between preparation and execution. At Prestige Services Group (PSG), for example, a content marketing company based in Saskatoon, Saskatchewan, we use hyperlocal content and use algorithms to identify and implement relevant topics based on key influencers, locations and interests. While this approach may seem easy on paper, translating it into actionable marketing strategies is still an art, but we are not shy about trying.

In fact, in an effort to stay timely, most Canadians spend an average of 4.25 hours per day searching the Internet for information, according to InMobi’s E-commerce/Websites State of the Industry Report 2018. We see this as a perfect opportunity to capitalize on this trend by providing direct, personalized content that’s relevant to each individual consumer.

PSG targets Canadians across all lifestyle areas of interest—this is critical to its successful “brand” effect, which can result in people promoting their potential customers to others. In fact, nearly half of the American visitors to our site spend their time looking for products, services and information related to their hobbies, interests and desired lifestyles.

By using the My Prestige page on Prestige.ca, which highlights PSG’s products and services and provides tips and helpful links related to home improvement, landscaping, landscaping, cycling, fitness, music, home ownership, etc., we are able to provide timely information and useful content, which connects to in-person engagement at events or seminars.

For example, since launching My Prestige in January, more than 16,000 individuals have signed up for events or seminars. Another 70 events are being organized and run across the country. Such information can be used to create a product or service that’s relevant and engaging for the audience and appealing to other influencers within that same generation.

As content marketing expands beyond traditional television commercials, interviews and articles, more companies are trying to compete by tapping into the millennial generation and their unpredictable time zones. Couple this with the rise of social media, which provides detailed information at the swipe of a finger, and the power of hyperlocal content marketing becomes even more powerful.

—Live Radiance is a content marketing solutions provider located in downtown Vancouver. For more information, please visit liveradiance.com.