Welcome to the second part of our World Cup series. Today, we’ll focus on the creation and promotion of related content ahead of the tournament.
The World Cup is one of the most searched topics we’ll see in 2014. Other large-scale events such as the
US Presidential elections don’t compare. At this time, sports, news, travel and outdoor sites could see an increase in traffic of up to 13%*. Take a look at the graph below which highlights the growth of site visits during last year’s Confederation Cup in Brazil.
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| Source: comScore 2013 |
As most World Cup fans will start to search for related information before the tournament begins, now is the time to start sharing relevant and related content with them. When building your content strategy and timelines, think about important dates, specific games and popular keywords. The World Cup audience will search for schedules, results, teams and player information, not to mention the viral entertainment that many advertisers will create. Fans traveling to Brazil might also search for travel and accommodation options, local directions or restaurant recommendations. Regardless of what type of website you have, ask yourself if you’re giving your users the content they need right now.
Stay tuned for the next blog post where we’ll share some best practices on using social media to reach more users.
Posted by Barbara Sarti - Inside AdSense Team
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