Heard on the Street, Episode 18: Local Marketing is All About Content, with Andrew Beckman
What are the latest developments in location-based advertising and marketing for large national brands? This question anchored the many topics we batted around with Location3 chairman Andrew Beckman on the latest episode of Street Fight’s Heard on the Street podcast.
Beckman is a big believer in strong content to drive marketing strategies. And even though media and tech are fragmenting into an array of social, search, and other channels, it all starts with a content-driven SEO strategy. That then flows into smart social strategies.
“There are all these channels, whether it’s Instagram or Twitter or Google on the search side. At the end of the day, the foundation is the content that’s being created and shared,” Beckman said. “If you’re not ranking organically, that’s what we call a keyword gap, and that’s what we fill with content. Google is still a major influencer on the customer journey, so we take care of that first. Then we take that same content and amplify it across the social channels.”
When looking at content strategies, Beckman also espouses video. Not only is it aligned with shifting trends toward multimedia (especially with younger generations), it also packs SEO implications. And that’s not just for the video itself and its ranking prowess—you can double down by making text transcripts.
“Video consumption is such a big growth area, and you can kill two birds with one stone with video, and you can transcribe that video and use the text,” he said. “So when a crawler comes to the pages, they’re not only indexing the video but the text, and you can use internal linking strategies.”
Mike Boland is Street Fight’s lead analyst, author of the Road Map column, and producer of the Heard on the Street podcast. He has been an analyst in the local space since 2005, covering mobile, social, and emerging tech. More biographical information can be seen here.