There are a lot of SMBs looking for ways to diversify their content marketing strategies. And while many of these businesses look to new subject matter or ways of presentation, some often overlook one of the most fundamental and engaging strategies: localized content marketing.
Localized content marketing is simply directing your efforts toward your local target market. And because most SMBs operate on a local level, such strategies are more like to strike a chord with their audience.
So what kind of approach should a business take in localizing its content marketing? Below I share three actionable ideas to help spark some inspiration.
1. What’s Happening? (Or Not Happening)
This first tip may seem obvious, but it’s a little easier said than done. It’s about dovetailing some of your content marketing on local events or happenings. In any local area, there’s usually stuff going on. How does your business fit in? If it doesn’t fit in, can it resonate with some other twist?
Here’s an example. I live in Traverse City, Michigan where we host the National Cherry Festival every year. While it’s great for the local economy, many locals (including myself) are a little adverse to the whole situation. I could come up with countless ideas that don’t necessarily talk about the festival itself, but rather the challenges, headaches, and nuances it brings, like:
- 5 Tips to Navigate Traverse City Traffic During Cherry Festival
- A Local’s Guide on Avoiding All Things Cherry Festival
- 3 Non-Cherry Festival Events That Offer Ideal Escapes for Locals
Conversely, and perhaps more interesting, is producing content on what’s not happening. Traverse City winters, for instance, can be a real drag. Locals need to get creative with how they use their time during those cold, dark days. This change in lifestyle can help inspire equally awesome ideas for content marketing (i.e. “Traverse City Restaurants with The Best Selection of Whiskey.”)
2. Studies, Statistics, and Data
Depending on where a business is located, there may some interesting studies taking place on the area’s local populous. A classic example is looking at the local jobs market in your industry. More times often than not, there are annual studies that look at the local job growth(or decline) in a given industry. This information can foster great ideas for content.
It’s also worth checking-in with local news sources, both online and print. While the information might be less relevant to your business, you can sometimes extract data and news that inspires content creation.
Here’s another quick example. My employer is a SEO company based in Atlanta, and a study recently unveiled the city of Atlanta as #4 in the U.S. for SEO jobs. Being the savvy content marketers we area, our company published a perspective piece on the study.
3. Boosting Content on Social Media
It’s an all too common scenario when a business puts out stellar content and it goes recognized. This is where leveraging boosted posts and other forms of social media advertising can be highly effective, particularly on the local level.
There’s no doubt social media is an integral part of content marketing. But often sharing your content with your existing followers is not enough. An investment as small as $10 can get your content in front of hundreds of people. Better yet, the targeting capabilities are impeccable, so you can dial-in exactly the type individuals you want seeing your posts.
Depending on the business, content can be sponsored or boosted on social platforms like Facebook, Twitter, Instagram, Pinterest and LinkedIn. So don’t let your awesome content go unnoticed. Leverage these platforms as part of your content marketing strategy.
There stands a lot to gain with localized content marketing. For SEO, producing locally-relevant content can increase your business’s overall authority for geo-modified search queries.
For instance, a business that provides party rentals in the Bay Area could cover specific parties and events in which they support. A simple blog post like “2017 Summer Events in San Francisco” could help their website rank for keywords like “event rentals San Francisco.” Not only does the blog post help support local SEO, but the topic provides value and is more likely to be shared throughout social media.
Image by Thatcher Clay