The automotive industry utilizes a wide variety of strategies to promote its lineup and inventory. This includes everything from radio and television to cost-per- click (CPC) campaigns to third-party review sites and social media such as Facebook and Yelp. For online marketing, though, dealerships are especially in need of utilizing search engine optimization (SEO) to engage car shoppers in visiting their showroom. One of the pillars of SEO technology is to have a solid content strategy. By understanding how content strategy works, dealers will be able to not only promote their inventory, but also be able to achieve higher rankings on search engine results pages (SERPs).
The crux of content strategy is to look for ways to break the silo, or, in other words, to find new ways to present content so that it does not grow stale. When content is not refreshed regularly, it affects a web site's positioning on SERPs and, for the auto industry, this means selling fewer cars and SUVs. To ensure that this does not happen, internet managers, marketers and vendors have to come together for a comprehensive change management strategy. This means ensuring that the content not only assists in promoting SEO, but also works to encourage new research and well-written pieces by content writers. There are two types of contents: horizontal and vertical. Horizontal content refers to a slew of information: community creation and involvement, customer support before, during, and after a vehicle purchase, promotional offers, and “about us” info. On the other hand, vertical content is disseminating content throughout several media channels to a varied population. When these two types of materials come together, the influx of quality traffic and leads increases exponentially.
Acura, for example, utilizes both types of content in their internet marketing tactics. While their website does provide easy access to vehicle specs, certified dealerships, and more, their content is vertical and horizontal enough to promote an Acura community of aficionados. Acura owners also enjoy access to exclusive Acura-sponsored events across the country, as part of its branding as an exclusive and high-end manufacturer. When searching for the brand on Google, the official Twitter account is presented on the first SERP, along with their Facebook page, as their marketing department works to ensure daily updates are widespread on social media. By promoting their latest lineup and their participation in racing and cultural events, Acura is engaging in a strong online presence. Acura's content strategy is just an example of what is possible. Combining techniques to promote inventory, engaging advertisements on various mediums, having a strong online presence, and participating in community events is what ensures that Acura remains a luxury brand of vehicles. While they cater to a well-off demographic, they still utilize the same basic strategies as any other car make. As such, dealerships, whether they are certified by Acura or are independents, must also work with their marketers and vendors to create a comprehensive content strategy. While it will not be as expansive as a national manufacturer, by using it as a model, dealers will be able to have a more profitable ROI.