An SMB DigitalScape analysis counted approximately 2,400 brands operating 2.5 million business locations, most of which are sub optimizing their local content and missing chances to engage with local customers as a result. Improving these brands’ individual location content represents a $7.5 billion opportunity, one waiting to be seized by publishers, verticals, agencies and others working directly with national and regional multi-location businesses.
As this infographic makes clear, all brands could do more to make their content location relevant, but businesses with 10-1,000 locations are in particular need of help. This slice represents about 14% of the multi-location market — or 1,796 brands, 362,139 locations and a $1.1 billion opportunity.
We looked at this at a brand level, for example how many parent websites had store locators? And we examined content density and intensity at an individual location level. For example, does the brand have online, mobile and social presence for individual locations?
Digging even deeper, the smallest brands (10-250 locations) need the most help. For example, 31% of brands with 251-1,000 have mobile local websites for their individual store locations. The number fell to 6% among brands with 10-250 locations.
The essential premise of content marketing is that Content+ (rich content) drives engagement, which in turn drives success. As our data illustrates, brands overall are not doing enough, but smaller brands in particular are falling behind their larger competitors. This is a pain point for brands, and, again, a giant opportunity for those who service them.