By: Paul, VP of Digital Strategy & Co-Founder
Key Takeaways
Ever feel like your content is shouting into the void? Local content marketing is like giving your content a megaphone that only the people in your neighborhood can hear. It’s time to stop whispering and start local yelling!
If you’re like most small to medium-sized business owners we speak to, trying to find time or resources to create content can seem almost insurmountable, but in the new digital age, the returns will justify the time and effort in big ways.
• Local content marketing focuses on creating and sharing content specifically tailored to a local audience
• It differs from general content marketing by incorporating local keywords, events, and community-specific information
• Local content marketing is crucial for businesses looking to establish a strong presence in their community
According to Moz, “Local content shows search engines that your business is connected with the community and provides value to local customers.” When someone searches for “Best Pizza in Town” Google’s giant machine begins looking for that pizza shop that is most engaged in their local community – and that should be you!
Q: Is local content marketing only for small businesses?
A: No, businesses of all sizes can benefit from local content marketing. Even big corporations need to connect with local communities – they’re just playing on a larger playground.
Q: How does local content marketing impact my SEO?
A: Local content marketing can significantly boost your local SEO by increasing your relevance for local search queries and improving your visibility in local search results. It’s like giving your SEO a GPS that always leads to your business.
Keep in mind that Google looks at every business like a news outlet so when you don’t produce new content regularly that keeps the community updated with your latest and greatest services or offerings, it’s like watching the nightly news from 7 months ago, not very useful. So be relevant and up-to-date with the information you share with your community and Google will reward you.
Now that you understand the ‘what’ and ‘why’ of local content marketing, let’s dive into the ‘how’. Buckle up, because we’re about to take your content on a local adventure!
Developing a Local Content Marketing Strategy
Ready to become the local content hero your business deserves? It’s time to swap your cape for a keyboard and start creating content that makes your local audience go wild (in a good way, not in a “grab the pitchforks” way).
• Identify topics by monitoring local news, events, and community discussions
• Effective local content types include location-specific blog posts, local customer success stories, and community event coverage
• Aim for consistency in your content creation, with at least 1-2 pieces of local content per week
When you incorporate local news events into your content, we call that “News-Jacking.” You’ve now harnessed the power of local news and curiosity to pull yourself up and associate yourself with current events. This is a great way to use someone else’s viral media to help yourself grow.
SEMrush advises, “Create content that solves local problems or answers local questions.” It’s like being the neighborhood know-it-all, but people actually like you for it.
Q: How do I find local topics if nothing exciting happens in my area?
A: Trust us, there’s always something happening. Look for local traditions, hidden gems, or even quirky local legends. If all else fails, you can always write about why nothing exciting ever happens in your area – that’s exciting in itself!
Q: Can I use national trends for local content?
A: Absolutely! Just give them a local twist. It’s like taking a Broadway show and performing it in your local community theater – same story but with more charm and possibly your neighbor playing the lead role. And if you’re not sure exactly how to tie national news to your town and business, don’t worry, just start. Practice makes perfect and over time you’ll hit some home runs.
Now that you’ve got your local content marketing strategy mapped out, it’s time to make sure the search engines can find it. Let’s optimize your content.
Optimizing Content for Local Search
Think of local SEO as a game of hide and seek, except you want to be found. It’s time to stop hiding your content and start waving it in front of search engines like an overeager kid playing peek-a-boo.
• Incorporate local keywords naturally into your content, including city names, neighborhoods, and local landmarks
• Create location-specific pages for businesses with multiple branches
• Leverage local events and news to create timely, relevant content, but always tie it back to how your business can support the community.
BrightLocal states, “50% of consumers who conducted a local search on their smartphone visited a store within a day.” That’s faster than you can say “local SEO optimization” three times fast. Generally, these potential visitors find your Google Business Profile first in the maps listing and then if they have more questions they’ll go to your website for specific answers. If you’ve been doing your job and keeping up on local events and updating information on your site, then they are likely to turn into a customer in the next 24 hours. That is fast!
Q: How many times should I mention my city name in a piece of content?
A: Enough to make it clear you’re talking about your location, but not so much that it sounds like you’re trying to summon the city through an incantation. Aim for natural inclusion, not keyword stuffing. Focus on writing quality, engaging content. Keep in mind that there are “Writers” and then there are the rest of us. If you can’t come up with an 800-word article that sounds great, no problem, stick with a short, punchy 100-word update that people will enjoy and move on.
Your content is now optimized for local search. But why stop there? Let’s turn your customers into content creators and watch your local presence explode!
Leveraging User-Generated Content and Reviews
Who needs a content team when you have an army of customers ready to sing your praises? It’s time to turn your satisfied customers into your personal cheerleading squad (pompoms optional, enthusiasm mandatory).
• Encourage customers to leave reviews and create content about their experiences
• Share user-generated content on your website and social media platforms
• Use Google Business Profile to showcase customer photos and reviews
Search Engine Land reports, “88% of consumers trust online reviews as much as personal recommendations.” It’s like word-of-mouth marketing but with a megaphone and a global audience.
Q: How do I encourage customers to create content about my business?
A: Make it fun and rewarding. Run contests, offer incentives, or simply ask nicely. Just don’t bribe them – that’s like paying your friends to hang out with you. It works, but it’s sad and quite often against the terms of use for most important review platforms like Google and Yelp. On the other hand, you can incentivize your customers and clients to leave reviews and videos of their experiences that you’ll use on your website and this is a great place to showcase those reviews and there are no rules against it. If you plan on having a giveaway make sure part of the requirement to win includes creating some type of review that you can use on your site for promotional purposes.
Q: What if I get negative reviews or content?
A: Don’t panic! Respond professionally and address the issues. It’s an opportunity to show how well you handle problems. Think of it as free constructive criticism (that everyone can see… no pressure).
There is a growing trend of consumers who read only negative reviews. This helps them steer away from their worst fears. But if you handle the negative reviews like a pro and resolve the problem, you’ll turn upset patrons into happy evangelists and be able to use those negative reviews to drive even more business.
Your customers are now your content co-creators. But creating great content is only half the battle. Let’s make sure your local content reaches every corner of your community!
Content Distribution and Measurement
You’ve created amazing local content. Now it’s time to shout it from the rooftops! Or, you know, use more effective digital distribution methods. Your choice.
• Distribute content through local social media groups, community forums, and local business partnerships
• Utilize email marketing to share content with your local subscriber base
• Track metrics such as local search rankings, website traffic from local sources, and engagement on locally-focused content
This all sounds pretty easy, but if you run a small operation then the extra time spent doing this week after week can start to add up So consider ways that your content creation can be turned into a simple to-do process and use automation tools There are tons of great tools that can automate most of this distribution. Some are free, others cost a premium so make sure you check them all out and find one that best fits your needs and does most of the work for you.
According to Google, “Businesses that verify their information with Google My Business are twice as likely to be considered reputable by consumers.” It’s like getting a digital stamp of approval from the internet gods.
Q: How do I get other local businesses to share my content?
A: Build relationships, offer to cross-promote, or create content that features them. It’s like making friends in the business world but with more linking and less awkward small talk.
Q: What’s a good engagement rate for local content?
A: It varies, but aim for higher engagement than your general content. If your local content isn’t outperforming your general content, it’s time to add more local flavor. Maybe throw in a mention of that weird statue in the town square everyone pretends not to see.
Your content is now reaching every nook and cranny of your local community. But in the fast-paced world of content, you need to stay one step ahead. Let’s explore some advanced strategies to keep your local content fresh and exciting!
Advanced Local Content Strategies
Think you’ve mastered local content? Think again! It’s time to take your strategy to the next level. We’re talking local content so good, that it makes your competitors want to move to a different zip code.
• Repurpose existing content with a local twist, turning general topics into locally relevant discussions
• Create unique, location-specific content that showcases your local expertise and community involvement
• Develop interactive content like local quizzes, polls, or virtual tours of your area
SEMrush suggests, “Create 10x content – content that is 10 times better than anything else in your local market.” It’s like bringing a gourmet meal to a potluck where everyone else brought chips.
Also, consider creating “Evergreen Content.” This is content that is good and useful to people year after year. Start by targeting annual city events that the locals look forward to. Keep a running tally of how many years in a row Karen has won the hotdog eating contest and write up a play-by-play of the latest time with a couple of great photos thrown in. This is something that can be updated each year with details like “when and where” for the next one and will draw people back to you for relevant information and a laugh each year.
Q: How do I come up with unique local content ideas when I feel like everything’s been done?
A: Look at your local area with fresh eyes. What would surprise a newcomer? What local quirks do long-time residents take for granted? There’s always a new angle – you just need to find it. It’s like being a local tourist but without the fanny pack and sunburn.
Q: Can I use AI to generate local content?
A: AI can help, but it shouldn’t replace the human touch in local content. Use it for ideas or drafts, but add your local expertise.
By implementing these local content marketing strategies, you’ll transform your business from a local unknown to a community cornerstone. Your content will not only attract more customers but also establish your business as the go-to local authority in your industry. Don’t let your local content continue to underperform – start optimizing your local content marketing strategy today and watch your local business thrive! Remember, in the world of local content, you’re not just a business owner – you’re a local legend in the making. Now go forth and conquer your local digital landscape!
Don’t have enough manpower to create awesome content for your business? You’re not alone. For the last decade, this has been one of the biggest problems we run into for business owners. If you need a great partner who can help you be the talk of the town with great content that showcases your business and deep roots in the community, give us a call. At the very least Rook Digital can help you build a simple-to-follow content calendar or go for the full nine yards and become your content-producing partner that drives lots of new business.
Paul
VP of Digital Strategy & Co-Founder
Paul Gonzalez has over a decade experience in the world of Search Engine Optimization, Lead Generation, and business development. As the VP of SEO Strategy, Paul helps develop cutting edge SEO strategies and techniques to help business grow in an ever expanding technical world.
