Yellow Pages gives the green-light to content marketing

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The Yellow Pages is going through a major restructuring after it renamed itself YP in 2012. Part of that rebranding includes a content strategy and a marketing campaign called “Make Every Day Local.”

As reported by Digiday, this campaign “featuring videos of news, sports and TV personalities including ESPN’s Hannah Storm and reality stars Bill and Giuliana Rancic talking about their favorite hometown businesses.”

See the video below:

Five bloggers are covering food, which is YP’s most-searched category, and the company hopes to add more bloggers in other business categories. Digiday writes: “They’re supplemented by a small in-house editorial team of people who write bite-sized reviews of local businesses, which are grouped into recommended collections aimed at people searching the site.”

Allison Checchi, CMO of YP, explained the content is created to increase people’s engagement with the brand, which the company will track by studying metrics such as repeat visits, change in awareness and app downloads.

“Content has to be meaningful to what your product does,” Checchi said. “For us, the experience is, how do I select a business? So that’s what our content needs to reinforce.”

Earlier this month, YP announced its once ubiquitous yellow-tinted telephone directory will not be delivered to some homes in Canada starting immediately.

In its latest quarterly earnings, YP said print revenues decreased to $434.7 million in 2014, down 23.1 percent relative to the same period last year. But digital revenues enjoyed an increase of 9 percent in 2014 compared to 2013.

Photo via Flickr, Creative Commons