Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.

Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.

And they do. Content marketing is being used by some of the greatest marketing organizations in the world, including P&G, Microsoft, Cisco Systems, and John Deere. It’s also developed and executed by small businesses and one-person shops around the globe. Why? Because it works.

Geotargeting is the practice of delivering content to a consumer — via mobile or web — using geographic location information about that individual. At a basic level, a business can focus its reach to consumers located in a defined geographic area such as a state/province or a city. But location often provides much deeper, more meaningful and identifiable traits that tell you what a person wants, needs or is interested in.

Geotargeting doesn’t always mean you have to capture where someone is physically located. Consumer intent is conveyed all the time by search queries, and location is a commonly included term. Consumers often narrow their own searches by adding in the name of a city or district.

For example, “Montreal gyms” or “coffee shops near downtown Toronto” or “West Island restaurants” provide location intent that you can target.  Based on the targeted demographic we focus on location terms such as neighborhood, community name, nearby landmarks, popular venues, tourist destinations, well known street names, local jargon and other keywords that will help you get found when a consumer is searching for businesses around you.

Behavior of website users are not different from in field or on site customers. Website visitors glance at the pages that interest them,  scan some of the text, and click on the first link that catches their attention or vaguely resembles the thing they’re looking for. In fact, there are large parts of the page they don’t even look at.

Most users search for something interesting (or useful) and clickable; as soon as some promising candidates are found, users click. If the new page doesn’t meet users’ expectations, the Back button is clicked and the search process is continued.

Users appreciate quality and credibility. That is why the content is at least as important at the website design which supports it.