Lesson Two: Local Content Marketing
Do you run a local business targeting a specific geographic area?
If yes then you’ll definitely want to watch this lesson as it covers lots of tips and advice on how to promote your business using local content marketing techniques.
We walk you through various options and give real-life examples to help you better understand how to leverage this all-important promotional technique for growing your visibility locally online.
Watch the next lesson: Lesson Three: Authority Content Marketing – Part 1
Hello and welcome to lesson two of module three.
In this lesson I’m going to teach you local content marketing. Now, if you’ve watched lesson one of module three, then you know what this is. If you haven’t, I suggest you go back, watch lesson one before continuing with this lesson.
Okay. So as previously mentioned, local content marketing is ideal for those businesses who target a very specific target area. So maybe you’re a yoga instructor and you only work within your local town. Or maybe you’re a dentist and you only work within a set radius of where your surgery is located. Whatever your business type, if you work within a localised area, then having a local content marketing plan and strategy in place is imperative for your business.
So, what is it? Why is it so important? And how can you do it? Well, I’m going to explain all right now. First of all, the purpose of local content marketing is to place your business as the authority or the go-to company within your target area. The mistake that most small businesses make is that they optimise their website around their location. Be that their city, or the town with which they’re based, and they put that keyword or that location keyword in the title, maybe a few times within the website copy and they don’t give any real consideration to their content strategy or what’s actually on their website.
And yet, they’ll still expect and dominate for local searches. Now, if there’s absolutely no competition, which is rare, but if there’s none, then they may rank. But it’s highly unlikely. And anyway, if that’s all that a company or a website is doing, do they really deserve to rank well in Google? Probably not, no. Local content marketing is about creating localised content that is of interest and value to those searching locally.
It doesn’t even have to be about your business sector or your industry. In fact, local content marketing is rarely about self-promotion. It’s not about selling your services or your products or shouting from the rooftops about your latest offer. Instead, it’s about building trust and authority locally and getting people to see, recognise and respect your brand.
When considering local content marketing, ask yourself, how can your business add value to your local community or to the area with which you target? I’m going to share with you now, a few examples of local content marketing ideas.
Could your business website add a blog where you give a voice to the community and talk about local news and events. Maybe you could collaboration with other local businesses and feature on each other’s websites showcasing their services, maybe their expertise. You could even do reviews of other local businesses. Obviously, only in a positive way.
Maybe you could create localised how to guides or top tip guides outside of your business industry, something more generic. Maybe five must visit attractions in, and it’s your town or your city. Could you feature other local experts or businesses in your content? Maybe via guest blogging or interviews. You could champion your location using your website and social media to share photographs of your town or your city. Show that you’re proud of where you do business by posting great photography showing what your location is all about.
Maybe you could create a local events calendar that highlights all the key goings on in your town or your city. You could interview your satisfied customers that are from your local area, either by a written testimonial, audio or maybe video, if you can get them to record their own testimonial via their phone and email it into you. You could leverage local news websites, blogs, and collaboration with them.
If you employ people from the local area, give them a voice on your website and maybe have them write a behind the scenes piece on your business once a month. Use seasonality to inject new, fresh, topical content ideas throughout the year, such as in Christmas, Easter and Halloween. You could get involved in your local community, be that by networking, attending local events or social gatherings and then write about them afterwards. Or, maybe you could even sponsor local charities and share your reasons why on your blog, highlighting the great work that they do for your local community.
Those are just a a few local content creation ideas for you. There are literally dozens of ways that you can get creative with localised content creation. But at the end of the day it boils down to research and planning. We need to establish the types of content that are going to work for your business and your target area and we do that with research.
One of the best ways to find what works is to establish what has worked well in the past. And to do this, you can leverage your local competitors, other local businesses, you can look on local news sites and blogs. If you go onto Google and search for your competitors, look on their website and review what they are talking about. Are there any themes to their content? Note down what they’re doing well, versus what they’re doing not so well and where you think you could do a better job.
Look up local news websites and establish the types of content which they are posting. What are they doing well versus not so well, and where could it be improved? If there is just a real lack of good quality information available online, well you may have just found your opportunity right there. Use your own keyword research groups from module one and search those to see what types of content and website are ranking.
Are they commercial websites, or are they directories, forum posts, blog posts, or news sites? Note down the types of sites and the content that is ranking well. Go through onto Google’s second page as well, and look specifically for blog posts as these will often be jam packed with content ideas. Also, forums. Look on those as well.
If you see forum questions being asked and lacklustre answers being given, and you know that you could provide a better, more meaningful response and solution to those questions, then note it down as that could be a great content idea for you. Likewise, if you see blog posts that lack depth or detail or they’re outdated. Or frankly if they just look poor, then again, note them down as these are all potential local content marketing ideas.
The best part about searching the keywords that you gathered together in module one, is that everything that you’re finding, you know it already ranks. And so if you create something two or three times as good as what already exists, you can be pretty confident that once you get that published, and a little bit of promotion behind it, that it’s gonna rank really well and surpass that lacklustre or that outdated piece of content that’s already top of Google.
Often, within a few minutes, you can collate together a whole bunch of potential ideas, which you can then further research and start to build a local content marketing plan. To show you precisely what I mean, and walk you through this entire process, I’m going to hop onto my computer right now and go through step by step.
Okay. So to go through local content marketing research, I’m going to use yoga, which is one of the industries I mentioned at the top of this lesson, and I’m also going to use my local town which is Oxford. So I’m going to use yoga as the industry, the niche, and then Oxford as the town. Now, just to quickly recap and go through, when we’re looking up ideas and research for localised content marketing, there are various ways.
We can look up the competitors, their websites, their blogs. We can look up local news websites, other local websites, other resources that are ranking well. Maybe directories, also forums and blog posts are an absolute goldmine for content ideas. So, how do we start? Well, firstly, we’re going to use the keyword research that we did for module one. So you’re going to look at all your commercial target towns that you have already identified as these are the towns that you want to rank for.
So, using my example, I’m going to just hop on and we’re going to see what we find and just go from there. So I’m going to use yoga and I’m going to combine it with Oxford. So firstly I’m going to look up for competitors. So I’m going to see what types of websites are ranking. So if I click into the first organic result that is ranking, we come into Yoga Venue Oxford. Now, just to confirm, I have no affiliation or link with these guys at all. Never worked with them, I don’t work with any yoga companies in Oxford, actually.
I do work with a couple of yoga studios, but none of them are in Oxford. So, what we’re looking for is, do these websites have blogs? Because often, blogs are going to be where the majority of their content is found and that will give us ideas that we can then take forward and expand upon and work out where can we add value.
And just to confirm, you’re not looking on the blogs of your competitors to find ideas that you can then copy or rip off. You’re looking for themes of their content, or whatever they are writing about or whatever they’re producing, to think, “How can I add more value? Can I take things in a different direction? Can I do something better with it? Can I raise the bar even higher?” Because the whole point of local content marketing is to establish your business, your brand as the go to company, the trusted business in your sector.
So to do that, we need to provide lots of added value, and it’s not about selling your products or services in the first instance. Yes, that’s gonna be the end goal, but to build that trust, to build that awareness and that authority locally, you have to be seen to be providing lots and lots of value. That’s obvious, right? So I’m going to click into the blog. And one of the first things you want to look for is what are they talking about and are they talking a lot? Have they blogged recently? Now, you’re probably gonna see when you start looking into this, a lot of competitors either won’t have a blog or they won’t have updated it in a long time.
If they haven’t, see that as a plus for you, because that means the bar’s probably going to be fairly low in terms of the content that’s out there for your industry, it’s a great opportunity for you to get in there and really show your expertise, your knowledge, your experience.
So, I’m just gonna have a quick look through this now. And one of the things I mentioned earlier was about seasonality within your content. And right now as I’m recording this lesson, it is mid-January. So you see around the new year, they’re using that seasonality about the whole yoga thing, it’s health, it’s get yourself nice, fit and healthy. Kind of the new you, kind of thing that everyone has in January. These guys are doing well, they’re sort of focusing on that and that’s great, it’s gonna stand them in good stead.
So obviously these guys are doing a pretty good job. I have had just a quick look at this website already. Now, another idea that I came across which I wanted to highlight was this what to wear and not to wear to a yoga class. Now, this is a post. It’s okay. There’s no images, there’s no links out and this falls into the typical kind of idea of the five top tips. The five top tips, the six ways to do that, that kind of stuff, it’s very samey samey. It’s not going to really move the needle or add a huge amount of value to their website. They’re probably just churning this stuff out because they think they should.
It’s a bit, okay. So what I suggest we do is leave the competitors to do that if they’re already doing it. And most people will just fall into the kind of the trap of just producing this content for the sake of content. Doesn’t really sell any value, there’s no real thought process gone into it. Someone’s probably written this in half an hour. Yeah, it’s okay.
What I would do with this, I’m using this as an example is I would say, “Do you know what? I’m going to create a guide around what to wear to a yoga class, but I’m going to create a roundup piece of content that’s not only about what to wear, but where you can get it.” So I would create a guide around where you can buy yoga equipment, yoga clothing in Oxford. You could do a roundup of all the boutiques, the specialist shops, the fitness shops. All of that, bundle it all together, what they sell, where they sell it, their opening times, the places online where you can get it. All of that great, useful information, I’d bundle all of that up within a post about, or a piece of content about what to wear, why you should wear it, why it’s good, why it’s bad. This, that and the other.
Bundle all of that up, push that out there and that is a much more useful, informative piece of content that is again, localised, all of this content we’re focused on, everything has to be brought back to be local. So within your town, your city, even your country, it really doesn’t matter. Whatever it is that your business targets. But you wanna be providing lots of value. Because if you came up against this article, or you came up with an article that was along a similar line, but then had all that added benefit of it’s all localised, where you can get this stuff, all of that.
I know which resource I would rather read and what’s gonna provide more value for me. So it’s just thinking about how you can localise it and how you can raise the bar and add more value. Also, I would definitely add in a few images, I’d be linking out, I’d probably include a little resource section at the bottom. Links out to the different local, or doesn’t even have to be local. Different yoga specialist boutiques that sell yoga clothing as well. Just so you provide a really good, all-encompassing resource for yoga clothing, where to get it, why it’s great.
Moving on, yoga for children. They’ve done another kind of 5-600 word post, it’s okay, it’s a couple of images. Yeah, there’s probably some good information here, it’s okay. But again, it’s not really going to move the needle. So what you could do is you could take this idea of yoga for a specific sub-niche kind of thing. So this is just for children, and then you could create an ultimate guide. So again, ultimate guide to children’s yoga. You could get some people that are authorities within the yoga space to comment or give their thoughts on children’s yoga, why it differs, why it’s beneficial, this, that and the other.
But then you could also bolt onto that the localization of it, whereby you could include the different studios within Oxford that have yoga for children. And then you could include those, their names, when they have classes, all of that stuff. The contact people, how much it costs, all of that added value. So it becomes a much more useful resource over simply, “Here’s five top tips according to so and so.” It’s all about providing, as I say, that added value and giving people.
What is great is if you can get people to your website and then they could read your content and then have something to then do beyond that. So you’re telling people, after reading this, you can click here and you can go to this for further reading or you can go in and inquire here, or here’s the contact details for this person or here’s another website to read more about it. Provide more added value.
Users find that hugely valuable, of course. Because if you’re reading a website and they say this is great, you can click off and you’d read something else. But Google loves that as well. Because Google really values if your content is adding more value and helping people find what they’re looking for. So if you’re doing that, Google is going to love you for it.
So they’re just a couple of examples from the one website. But overall, I’d say these guys, they’re doing a fairly good job. Like I say, I have no connection to them at all, but I would say they’re doing a good job, they just need to, they could up their game.
So going back to the search results. You can take and look through all your commercial results. All the commercial keywords, sorry. Look through all the results, click into them and what you’re looking for and what you’ll start to see is trends and themes within the content. Obviously you’re looking primarily for the blogs, but you’re looking for what are they writing about?
Because if you see that several of your competitors are all writing about a similar topic, then think, “Okay, well there’s clearly some traction in that. So how can I then raise the bar? How can I add more value? How can I keep it localised? And often you’ll see that they’re writing about a topic, like we’ve just seen, the what to wear and what not to wear and all that. That’s not localised, that’s just generic kind of top tip content.
So you can take a topic and then think, “I can put a localised spin on that,” put it out there, much more value, it’s going to hold much more weight with your localised audience. And there’s literally a thousand ways that you could spin this. So you can work through your keywords and pull up all your different competitors. Now, beyond that. What you’ll notice when you’re doing that as well, is that a lot of the results that you will see, will be commercial websites. They’ll be the websites that probably are your competitors, but don’t let that faze you or put you off.
What you are looking for at this stage is if they have a blog, if they have a newsfeed, if they have forums, stuff like that, where you can get in and see where kind of the juicy content is. Don’t be afraid also, to go onto Google’s second page because often there’s some really good information that you can glean from there as well.
Now, to find more of the content, as opposed to the actual commercial websites, there’s a few little tricks that I’m going to show you now and I’ll rattle through this pretty quick. You could just put in the word, news. So what you’ve got is you’ve got your keyword or keywords, your location and just the word, news. You can put plus news or just news, will bring up more news based websites. So this is going to be less commercial websites but you can see in the first page, we’ve got The Oxford Times, we’ve got The Daily Mail, we’ve got The Independent. We’ve got The Oxford Mail. A couple, one or two commercial websites but there’s more content. So again, I would be clicking into these and I would be looking at what type of content are they talking about?
So if we go into this first one, or this second one here. No-show poses no problem for passionate … Right, fine. So again, this is typical kind of news website as in there’s hardly any content here really, and it’s also really old. It’s a couple years old. So this would present a good opportunity to, that goes back to one of the things I mentioned earlier and this is about collaborating locally with local news websites.
I would get the contact number for this website or the email address, I would be emailing or contacting their editors saying, “Hey. I know you wrote a piece on yoga a couple years ago, I’d love to do a followup,” or “I’d love to expand upon those points, I’d like to add more value,” put your pitch across, because if this is a local news site, and this is ranking really well for keyword, location and in the word, “news.”
Try and leverage some of that authority for your own business, your own brand and you can highlight. And all you’ve gotta do is just showcase or inform them that you’re going to add more value, and highlight that this piece is a couple of years out of date. I would love to write a piece about topic X, whatever it is. I bet you eight, nine times out of ten, they’ll bite your hand off. And you can work through that.
And also you can take it back to just the ideas generation, because you can take something. If that’s, kind of not a great example, but if there are other examples, you look on the BBC or The Oxford Times, The Daily Mail, get some ideas that you could think, “Right, that’s a nice idea. How could I make it a little bit different? And then how can I localise it? How can I add more value?” And you’re starting to generate your idea.
At this stage, what I would be doing, and what I suggest you do is just have a notepad and pen and just be jotting down ideas. And you’ll soon get a list of 10, 20 ideas that you can start to give a little bit more thought to and then naturally you can start to whittle them down and you’ll end up with a core maybe half a dozen or something of good quality, localised content ideas that you can you write.
Like I say, there is no right and wrong. There is no yes, that’ll work or no it won’t. It’s definitely a bit of trial and error. Not every time that I do it do I get it absolutely spot on, but it’s just practise, repetition and if what you’re producing, you can say, “Do you know what? I’m pretty confident this is the best piece of content on that topic,” then you’re not gonna go far wrong.
So, just moving on now. Another thing you can do is just add the word “guides” in. You can leave it with news, you can take news out and you can create all different. Now this is another resource here which I wanted to show you. Because the word “guides” is another really popular way to get up more content based and often more blog posts. So this is a class guide for yoga in Oxford. It’s one image, it’s fairly short. There’s a couple of links out.
It could just be the starting of another idea. You could create a class guide to the different types of yoga within Oxford. Different types of things that either this kind of fictitious client offers or the wider yoga community, you could get some contributions, you could get some interviews in there. Yes, this stuff is going to take a little bit more time to put together. But within your business, look at where it applies. Who could you leverage? Could you work with some of your partners?
Who have you got to hand that you could contact, ask for their thoughts, leverage their expertise, their input, gain their knowledge, that kind of stuff and just create a yoga guide. These things don’t have to be huge pieces of content, but it needs to be like I say, lots of value and that crucially, it’s localised.
So, you could put in news, you could take out the word news and just put in your location, your keyword, your location and then the word, guides. You could put in the word, blog, you could put in the word blog post, you could put in the word, forum. Anything and everything that you could think of. And then of course, you could just change it for, you could put in Oxford, I could put in Oxfordshire. You could change the keyword, there’s lots of different ways. It’s just having fun and it’s just delving into Google. I’m not being afraid to just search.
Sometimes you’re gonna get some results that are just completely null and void and you think, no. If that’s the case, move on. Happens to me all the time. That’s the great thing with Google is you can just use it to tell you everything that you need to know.
So, let me just show you another example now. If I go still yoga, Oxford and then events. We’ve got here, this is actually the same website so these guys are clearly doing a fairly good job. But I wanted to show you this because this is a really good example of one of the things that I’ve already mentioned which is about creating a content calendar. Huge value in doing something along those lines, whatever would work for your industry. There may be a lot going on, there may be very little going on.
Now, these guys have taken that idea and they have created something that’s just specifically about them. So this is just their own calendar of what they’ve got, their various teachers and yoga practitioners, what they are doing. You could do that and base it purely internally, or you could actually do it, something for the wider community. As long as it’s localised and you’re providing value, that’s going to be a winner.
This is something that I think is a fantastic resource, you can see you’ve got the whole year mapped out here, what’s happening when, you can sign up, it tells you the price, tells you the venue. It tells you where people are, what levels, fantastic. Really, really good resource. So creating something like that is great. And you’ll start to see that because these guys have got a blog and they are doing quite a bit and they are creating not just blog content, but this is what I said about content marketing, it’s not just about blogging. It’s about just creating great resources.
You could see, these guys. There’s a reason why they are ranking for all these random terms that I’m putting into the search, they are dominant. And that’s why they are beating this yoga Oxford and various other competitors. Because there’s gonna be a heck of a lot of yoga companies within Oxford for sure.
So, what else? You could also look up more generic terms, as well. Everything up until now that I’ve mentioned is about your keyword and then your location. Well, if you just take out your location and just put in the really generic terms, which in an ideal world, you’d love to rank for. So for example, every yoga studio in the country is ideally going to want to rank for the word yoga.
It most likely isn’t going to happen, well you’ve got the NHS, you’ve got Wikipedia. You’re gonna have some really authoritative yoga studios ranking. But, just ranking for that and then putting in the word, again, yoga news, yoga guides, yoga blog posts, that kind of stuff, it’ll give you ideas. And this whole process, this 10, 15 process is about idea generation.
So I would click into the first half a dozen results. I put in yoga styles, yoga benefits, yoga, all sorts of different yoga based terms and then I would be looking at the results, looking at the content and then thinking, “How can I put a localised twist on that and bring it back to my local content strategy?” And this is where you can go abroad to then bring things back. And I’m gonna show you just that now.
Benefits of yoga. Yeah, of course you could go, and this may be relevant for yourself as well, is you could go into specific types of whatever you do. So, I’m just using yoga, but then within yoga there are so many different types of yoga out there that you could start to funnel it down to create something that is specific and then localise it as well. If you do that, you’re gonna absolutely smash it because I bet you, I’d almost guarantee that no one is doing that. And no one will be funnelling it down to not just topic, but subtopic underneath that. Kind of a child topic of the main parent topic and then localise it as well.
If you do that, wow. You’ll really be flying. And that’s what I’ve done for a lot of my clients and how we’ve managed to get ranked for hundreds of terms and grow all their businesses. That is what you could do. Because I’ll bet you almost no one’s doing that. Now, if we just look up benefits of yoga, you’ve got an osteopathic, don’t want this there. Let’s have a look here. We’ve got The Yoga Journal.
Now, this is a great resource, it’s on a hugely authoritative website, but it’s ranking from 2007. That is ten years old now and yet it’s still ranking number one because Google knows this is a great resource, it’s probably gonna have a lot of links to it, a lot of authority. But if you’re seeing within your industry, and every industry is different. But if you’re seeing these kind of 38 health benefits or 50 this or 100 that, think, “How could I take that and then put a localised spin on it?”
So “How could I take this content and you’ve got 38 health benefits, you could do health benefits for yoga, whatever it might be. You could just take that concept. Obviously it needs a little bit more thought, I’m trying to do this as I’m live and recording this but you get the idea. You could take all of these kind of bigger, broader ideas, funnel them right back.
So let’s just move on now. Yoga styles guide. So again, using the word guide, yoga styles. That’s gonna be a hugely popular term and not that I set this up, I kind of did. But this is, I wanted to show you this because this is one of my clients, it’s a yoga client, they’re based in London, Samsara. Been working with these guys for years and exactly this process that I’m explaining to you right now, this is what we did for them.
We created a yoga styles, yoga classes guide explaining all the different types of yoga that’s out there and we’ve changed this resource a bit over the years. It used to be more localised than it is now, because now it’s such an authoritative piece of content that actually we’ve been able to lose the localization a little bit and have it be more of just a generic guide because it’s even more authoritative, it’ll rank even more.
So that’s kind of the next stage. But what you’re gonna be looking at doing is just creating this localised content that is around your location and as you can see, this is now the number one resource ranked online for when someone puts in yoga styles or anything along those lines, it’s up there. It brings in huge volumes of traffic every month, has really grown the business. And it’s exactly this principle that I’m talking you through right now. It’s going out there. We took yoga styles, we looked that up and then we thought, “Right, yoga styles London. London yoga styles. Yoga styles in London.” And we start to get some keywords together like that. Looked at what was already ranking and thought, “Do you know what? All these guides were 3, 4, 500 word guides. Let’s create something that’s really all-encompassing, really detailed, loads of added benefit, loads of value.”
That’s what we did. We got it out there, we promoted it and hey presto. So, let’s go through some other options now. Another thing that I wanted to mention that is really, really valuable and a really great idea and something you’ll most definitely be able to do is don’t just focus on creating localised content that is specifically within your industry. So for example, using this yoga sort of business as the working example we’re using now.
Yoga’s within the kind of the healthy living sector and industry, niche. So you could broaden that out into say, healthy eating. So I could create a roundup post, or kind of a best of would be a better example. A best of guide of the healthy eating places within your location. So that’s using shoulder industries, shoulder niches to create highly actionable, related content that if someone’s interested in yoga and they’re on your website and then you can say, “Hey, here’s also a healthy eating guide for eating locally within Oxford. Here’s the places where you can get a healthy snack or a healthy breakfast, whatever it might be. That’s hugely valuable. That’s great, that’s a great resource for users, Google’s gonna love you for it, because the whole point of this, it’s Google’s gonna see that you’re talking locally and that you’re championing your location and you’re giving added value to the end user.
So think about shoulder niches, what’s related to your core business, your core industry. Broaden that out and look at how else you could help users or potential users to, they come to your website, what else could you give them? What added value could you provide? If your business is already established, then get local customers to review your business, your services, have them give you a testimonial that you can then collate together and publish as a bunch of reviews and say, “Hey, this is what five local people from,” your location, so in this case, “Oxford are saying about our services, our business,” whatever it might be.
Put that all together, Google and users are going to love that and find lots of value in that. Because you’re saying what local people are saying about your local business. Moving on, you could interview different people within your business or in related businesses. So again, using my example, I could interview yoga teachers. Be that ones that say worked for this company or those that I knew, whatever it might be. And I could get them, get their thoughts on their favourite type of yoga, their area of expertize, how long they’ve been teaching locally, what their connections are within your local area or town. Where they teach, when they teach, how much it costs, who they teach. All that sort of stuff.
So there’s lots of add value. Very practical, very actionable content and again, goes back, it’s localised. There’s just so, so many ways that you can go about this, and there’s just a couple more points that I want to finish on.
Which is, you can also, well I’ve already mentioned about reaching out to local sites, but don’t forget about local bloggers as well. And especially if you live in a big town or a city, so say London or Oxford or Manchester, Birmingham, wherever it might be, there’s probably going to be quite a lot of bloggers locally that might be talking about not just necessarily your industry specifically, but a shoulder industry.
If there are, contact them. Make that contact and see if there is a way you can collaborate, work together, share their content or add some value to their website, they can add value to your website to leverage their authority and to, again, it’s about making those connections locally within your town, within your city.
And you don’t need to do this for dozens or hundreds of people. Just making a handful of connections locally with bloggers and then again, with those news websites. Hugely important and that you can gain lots of value from them. Because often, news websites, they need to churn out content on almost a daily basis in most cases. So if you can approach them and say, “Hey, I’d love to write for you, I’d love to add some value to your website, I’d love to do this, that,” or whatever the case may be.
Especially if you can back that up and say, “Because I know that you published this post and it’s two years old,” or whatever it might be, great. They’re going to bite your hand off.
So, just a couple more bits because I’ve gone on far longer than I intended to, but I just wanted to give you loads of value and as much of this, as much ideas and inspiration as I can. So just quickly to wrap up, as I say, I already mentioned about seasonal content as well. So, Christmas, summers, different occasions throughout the year. Anything that’s relevant to your business. Think of content that is related to that, localise it, get it out there.
And lastly, remember who you are targeting the content to as well. Write content that you would be interesting in reading yourself. If you churn out something and it only takes 20 minutes and you think, “I wouldn’t waste another ten minutes reading that,” it’s not good content. Good quality localised content marketing should take a little bit of time to put together.
It’s not gonna take hours and hours and hours and it doesn’t need to be hugely intensive, it doesn’t need to be very, very long. It’s just about working out where you can add value and where you can create some quality content and a good resource that if you publish it, and this is the key. If you publish something, you want to be confident that one, it’s going to rank. And by that, you need to think, “Okay, it’s better than what I have been able to find online myself in the searching I have been doing and I have been doing some thorough searching.” But secondly, you want to be confident that if I publish now, in a year, or two or five or ten years, this piece of content is still gonna be relevant. It’s still going to be a good quality piece of content.
And that applies also for your seasonal stuff. Because if you write a great piece of content around Christmas or around the summer holidays or whatever it might be, every years, that’s going to be relevant.
So those are just a handful of ways that you can go about creating your local content marketing. I wish you the best of luck, don’t be afraid to get stuck in, and as ever, any questions or anything you want me to run my eye over, just shoot me an email.
Pretty straightforward, right? As with most things where SEO is concerned, there is no right or wrong. It’s about using common sense, being prepared to put in the legwork and working out where you can add real value. This whole research process has only taken us a few minutes and we now have a whole bunch of local content ideas that we can take forward, create and then publish.
Now, speaking of publishing, I want to touch on the frequency with publishing as many businesses seem to think that more is better. Well, let me tell you, when it comes to local content marketing, less is most definitely more. Now, content marketing is one of the most involved parts of your SEO campaign.
It’s what’s gonna take the most time, and seeing as you’re most likely going to be handling this yourself, we need to be realistic and not over commit, as it’s one of the most common mistakes that businesses make. You start out with the best of intentions, and within a short period of time, the content ideas have run dry. Your enthusiasm has all but disappeared and before you know it, your blog hasn’t been updated in weeks. Does that sound familiar?
To avoid this happening, work out how much time you realistically have on say, a weekly basis. Now, to research and write or create a good quality piece of content, you’re going to need at least a couple of hours. So if time is tight, then just work out and make a schedule to create one piece of quality, localised content every couple of weeks. Even every two to three weeks. That’ll be absolutely fine, so long as what you are producing is going to be of interest to your audience and add some real value.
Now, I have a top tip for you to further ease the content burden as I get it. You’re busy, you’re running your business and you probably don’t have loads of time to be sitting there writing content. You may not even like writing, so want to do as little of it as possible. When you’re thinking about your local content marketing strategy, think of one or two series.
Now what I mean by series is an ongoing topic that you update every few weeks or every month. Let me give you an example. On my agency website, I have a digital marketing roundup which is published once a month and it’s a roundup of the best bits throughout the last month. And it takes very little time to prepare it, to research it and to produce it. And the reason being, throughout the month, I will bookmark and make a note of any articles or pieces of content or updates that I’ve read and found valuing. And then once a month, I just consolidate all of these, I top and tail it with an introduction and a conclusion, I put it together and I can publish it.
It’s very, very quick and you could do something similar and you could do one or more of these. It’s a very quick way to produce great quality content that’s gonna be of real value to the end user, because you’re effectively choosing the best bits, and it doesn’t take very much time.
Maybe you create a local content calendar. If you did, then once a month you could do a roundup where you highlighted the latest goings on and the events from the past month. You’ve already got this published on your website so you’d just be able to cherry pick the relevant bits, pop it into a post and you’ve got a ready made piece of great content that’s of use, that’s very current for your local target market.
Alternatively, you may know a lot of businesses within your local area. If you did, you could create a business of the month, which is content that follows the same structure and format and each month, all you therefore need to do is update the actual content itself. But you don’t need to do lots of research and come up with new ideas.
If your business has any employees or helpers, you could set them the challenge of coming up with a content theme and then put a schedule in place so that they publish once a month or every few weeks. Maybe you could be like my business and create a roundup once a month. You could highlight the best bits from your industry or your business sector.
Everyone loves a roundup, and they’re so easy to do as you’re just consolidating other people’s content. You’re putting your own summary on it and then publishing. It’s so, so easy.
You could run a photo of the month series, which would be great for social media. You could ask people to vote for their favourite image, and then once a month you post it, you maybe have prizes and you highlight a given image. It could be of your town, your business, it really doesn’t matter.
As you can see, there are so many ways to get creative with local content marketing. It’s about having a think, doing some research and finding the best ideas that would work for your industry and your target area.
Another very cheeky way to help with content creation is to re-leverage old content. Now this only applies if you’ve had a website and a blog for a number of years. If you have, log into your blog and look back at your blog posts more than say a year or two old. Go through that content and review it as if it was content on someone else’s website, and decide if you could improve upon it. Where you could add more value.
If you can look through those posts and think, “Do you know what? I could go into more detail. I could add more images. I could maybe create a video. I could create a better resource,” then go ahead, improve that post and then re-publish it as if it’s a brand new piece of content. How’s that for a quick win? And remember, if you do do this, don’t change the URL that that post is on. Or if you do, then make sure you add a 301 redirect to make sure that any links to that post or any authority that that page or that post has in Google isn’t lost and that it’s actually redirected to the new, re-published version of that page.
My recommendation is to do your research, establish a handful of possible, local content marketing ideas that’d work for your business, choose a couple of these to turn into series and then set yourself a schedule of when you’re going to write and produce this content, and crucially, keep to it.
Have a go now, and see how you get on. If you want my opinion on the ideas that you’ve come up with, then by all means, send me an email to support @ theevergreenacademy. Otherwise, best of luck. Once you get your first piece of local content online, please do send it through to me as I’d love to take a look and just to ensure that you’re on the right lines. I will gladly provide some feedback. Otherwise, I look forward to hearing from you soon and see you on lesson three.