The most recent installment of the Summer Olympics is approaching, and marketers can use the event to create relevant, timely website content that catches prospects' eyes.

With the London Olympics approaching, marketers using content marketing and social media have a chance to integrate the popular topic into their campaigns. Ensuring content is entirely relevant to an industry is important, but marketers are well advised to make connections between their offerings and the games as Americans are reportedly planning to keep track of the events on several different platforms.

According to TechBargains, 57 percent will read news related to the Olympics on their laptops, while 37 percent said they’ll keep up with the events on desktop computers. Owners of smartphones and tablets said the same, with 55 percent and 33 percent, respectively. In terms of social media, 87 percent of consumers said they will use Facebook, Twitter and other platforms to access new related to the international sporting event.

“This is … the first Olympic games since social media use has become widespread,” Yung Trang, president and editor-in-chief of TechBargains, said in a release. “(Social media has) serious implications for all national and international sports organizations and will dramatically affect the viewer experience.”

Developing website content related to trending news can help marketers capitalize on an event’s popularity. Moreover, it can provide a unique take on industry news that makes an article stand out from the rest. Plus, Google’s freshness factor algorithm, which focuses on bringing users the most recent relevant articles, can help companies give their site a timely SEO boost with content related to trending topics. As users search for the popular events, recent high-quality articles related to them are more likely to appear prominently in search.

While the Olympics is the event of the moment, Brafton recently highlighted July 4th sales and website content that companies used to catch a few extra clicks. A campaign from Macy’s, specifically, used website content related to a fireworks display sponsored by the retail chain to drive traffic to its ecommerce site and promote a July 4th sale. For marketers looking to make content related to the Olympics a part of their social strategy, Twitter has launched a new hashtag page that promotes content related to major events. The most recent example was the page for the UEFA European Football Championship, which generated major buzz on Twitter throughout the month-long event.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.