Who is missing out on the spirit of Strictly to build an audience?

Hotel chains, tour operators, airlines, train companies, fashion and sports kit retailers, gym owners and financial services companies could all use the ‘have a go’ spirit of Strictly Come Dancing to entice people to try something new. But many are missing the chance.

In a Google search on “places to see before you die” there are no travel companies, hotel companies or airlines with content listed on the first page of results. These companies should be creating content to show off their expertise, sell their products, make special offers to readers and encourage users to add their own pictures and destinations to the list.

Similarly, from a search on “top things to do when you retire”, no pensions or savings companies appear on the first page. While of course these businesses have a responsibility to customers to encourage them to spend wisely, it seems a missed opportunity if someone is on your website thinking about their retirement, not to give them some fun ideas about what to do with the cash they’ve been putting away with your company for all those years. At the very least they will leave your site with happy thoughts and positive associations.

Sports kit and equipment retailers are also missing from the first page of search results on “top fitness challenges”. Nike, for example, has great content on its Running page and a very popular app for runners to chart their routes. Content around tough or unusual running routes in London and beyond would be a fit for all sports equipment makers, capitalising on people’s desire to do something different.

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