Content marketing platform BrightEdge has launched new local search and site audit capabilities to empower brands to deliver engaging and compelling content that also offers a great end-user experience across a range of devices and multiple formats. It claims that its HyperLocal and ContentIQ tech can drive the “next wave of organic search innovation.”
Data shows that marketers spent $135 billion (£109 billion) on news articles, videos, blog posts, infographics and other content types last year, but brands are still finding it difficult to determine the return on investment for their endeavours. BrightEdge is a platform that helps marketers evaluate the efficiency of their content more effectively, and its new tech aims to deliver on this goal.
ContentIQ is a “next-gen site audition solution” that pinpoints deficiencies in a site’s organic performance and user experience. BrightEdge claims that this latest addition will work with its other content performance platforms to identify areas of opportunity for content marketers to focus on. It also ranks areas such as content and page structure, crawlability and performance from an intuitive and visually coherent dashboard.
The second solution, HyperLocal, provides a better overview of rankings in search engines. The ever-changing SERP benchmarking landscape on Google can often lead to a loss of revenue for content marketing campaigns, and HyperLocal promises to offer a “high-resolution picture” of organic branded content and how customers prefer to consume it.
“In a world where visibility and performance are keys to marketing success, BrightEdge ContentIQ and HyperLocal innovations help search marketers stay ahead of the changing search and content marketing landscape,” BrightEdge VP of Product Marketing Boaz Ronkin said in a press release. “This is especially important in a mobile-first world where mobile-friendly site structure and mobile-specific content are essential for increasing traffic, conversions and revenue.”
Content marketing now plays a major role in digital strategies, but building a robust campaign doesn’t happen overnight. With this in mind, ScribbleLive has published a Content Marketing Maturity Map to help marketers navigate five “landmarks” on the route to success. It claims that brands with a “predictive content marketing” strategy have achieved the highest level of maturity, as they use automation and personalisation to deliver “beautiful content experiences.”