SearchFest 2015 Overview: “Crafting and Executing a Local Content Strategy”
Why it’s important
With the rise in personalized content strategies and enhanced geographic targeting attributed to an increase in mobile usage, it’s becoming increasingly beneficial to hyper focus on local search. Not to mention there’s less competition. Without geographic modifiers in your content you’re more likely to be competing on a national stage; greatly decreasing your opportunities of being found in search. A locally focused content strategy could be your ticket to providing consumers with more relevant content which could ultimately lead to better search engine rankings.
What it’s about
This course focused on showing real life examples of what makes great local content, while also showing examples of what to avoid. Two talented marketers taught how to come up with great local content ideas, and how to execute them effectively. If you’re interested in building a local audience and boosting sales revenue through greater user engagement and search visibility, then a solid local content strategy should be a major focus for your business in 2015.
Who presented? And why should you trust them?
Dana DiTomaso, CEO – Kick Point
A perennial presenter at major digital marketing conferences, you may have had the pleasure of hearing her speak in the past, Dana is a straightforward marketer that gets results. Widely respected by industry peers Dana has a diverse work history which allows her to see the big picture for businesses and hone in on effective strategies. When it comes to local content strategies, Dana knows what she’s talking about.
Mike Ramsey, Founder – Nifty Marketing
As a dedicated local marketing specialist, Mike brings a unique and friendly energy to the field. As an accomplished blogger on popular search marketing sites, his own local newspaper, and a company dedicated to local marketing, Mike has established himself as a rising star in local strategy development.
What you missed from “Crafting and Executing a Local Content Strategy”
Dana DiTomaso guides us through developing a local content process that centers around the brand. Start with the brands voice. The voice and content needs to be consistent and build brand familiarity. Develop a character/persona that matches your target audience.
Once a brand voice is established, it’s time to move onto the content. Review your goals and KPIs (key performance indicator) and ask yourself
I am a _______ who wants to learn more about _______ so I can _______.
Bring as many people together as possible to talk about the content and start asking questions.
- What are the most common questions you get?
- What is the oddest question you have been asked from a client?
- What questions do you have about your clients?
Organize these by broad topic, persona, effort and promotion. Give each a little bit of BuzzFeed feeling. The reason the site is popular is that the articles are emotional and real. What kind of emotion is created when someone reads your content? Create a content schedule that includes the following:
- Due date
- Publish date
- Target persona
- Call to action
Mike Ramsey details how your local content strategy can become awesome with local content, scale and creativity. Content does not just mean the written word. It can be just about anything including videos, reviews, products, events, services, data, tools and more.
Scaling does not mean fast and easy growth. To scale content the growth of additional traffic/revenue needs to be greater than the growth of additional expenses (time, money and technology). A continuous a local content strategy starts with identifying local audience segments. Data from Facebook Audience Insights tool helps you find how many people in your persona are in your location. Compare this data with Google Trends. Google AdWords Keyword Planner gives you rough data on searches for specific keywords in specific locations. Compare this data with the Audience Insights from Facebook.
Create goals and rules and then analyze and audit them. Siteliner helps identify duplicate content while URL Profiler will show link counts and share counts. Now it’s time to develop tactics and this is where planning is essential. Relevant content geared to the local market with non-stock imagery.
A review portal that gives you full control of the review. Post all reviews, even bad ones, but provide a counter to the bad reviewers claims. Use gathered data to create hyper local content. The idea of local content is not just being unique, it’s about being local and useful. An example of some things that are local: sports teams, well known locals, groups and events. Example of things that are useful: directions, content about favorite spots, details.
Focus on one location until you get it right and then advance. A great example of this is Airbnb. The site slowly went through neighborhoods attracting good local content before moving onto the next. By using local photographers they were able to scale it.
Take an infographic and reverse it. Take the content out and reuse it in an HTML format. Give credit and link to the creator of the infographic. Think like a local directory and use tools like FollowerWonk to find local deals. Track revenue/leads by location, traffic by location and social shares by individual page. Now refine and repeat. Remember, you can’t fake being local.
More from SearchFest 2015
If you liked what you found here, visit our SearchFest hub page to discover more topics to follow from SearchFest 2015.