Content is king of the web. This is how companies make themselves visible, shape opinions and drive prospects through the conversion process. It’s also one of the most essential ingredients in truly effective SEO. Following are 11 local SEO content marketing tips for making the most of online publishing opportunities.
1. Take Advantage Of Local Events To Draw Attention To Your Site
Has your company recently attended or sponsored a local event? Be sure to share this experience via your blog, your social media feeds and a few, well-timed press releases. Beyond garnering more attention for your business, this strategy can have a very positive impact on public relations by showing your commitment to the community.
2. Include Your Local Competition In Your “Best Of” Posts
It might seem counterproductive to spend time reviewing your own competitors in your content, but you have to account for the fact that many local consumers will be vetting these entities as well. Including businesses that share your niche in your “best of” posts shouldn’t be about tearing these organizations down. Instead, highlight the ways in which your company’s structure, services or products are different, and use this as an opportunity to showcase any unique options that you provide.
3. Recruit Local Experts To Write Guest Posts On Your Blog
While part of your content marketing efforts will be aimed at establishing yourself as an industry expert, don’t be afraid to have other, knowledgeable professionals chime in. If you own a construction company, your blog can host guest posts from a building inspector or from someone who once worked for the local planning department. This will add value to your platform by exposing your audience to a different set of skills, a different from of industry experience and an entirely new perspective.
4. Take A Seasonal Approach To Your Content
There are a number of factors that are absolutely unique to your geographic location. One of these is the local weather. If you run an HVAC company, the onset of chilly temperatures can have a definite impact on the demand for your services and it can also alter the range of local needs. Use every change of season to dream up new content ideas and to identify and address new customer pain points that are specific to your region and its unique climes.
5. Create A Content Calendar
Make sure that you have a well-planned posting schedule. You want your readers to expect new content on a consistent basis. You also want to avoid inundating your audience with so much content that even the most interesting and well-timed pieces are overlooked. Decide which topics you’ll cover and when, and then share your calendar with everyone who’s on your content writing team.
6. Start Sharing Your Blog Posts Via Social Media Platforms
If you aren’t doing so already, start posting links to your latest blog posts in your social media feeds. This will increase awareness of this content and it can also lead to social media sharing. Moreover, it limits the amount of work that you have to do on each of these platforms to keep your followers informed and engaged.
7. Create An E-Book And Upload It To A PDF Hosting Sites
Although all of your content is likely offered to your audience for free, an e-book is a gift that naturally connotes a higher value. By producing short e-books for your readers, you can build a sense of trust. People are inherently more trusting of companies that give them high-value gifts. In addition to building trust, these books can generate leads, bolster and enhance your brand and provide consumers with helpful information that will drive conversions. There is no easier way to walk people through the purchasing process than to provide them with a full-length guide that answers every one of the most common, pre-purchase questions.
8. Establish Industry Expertise With White Papers
White papers are not only the authority on how things work, but they’re also one of the best forms of content for establishing yourself as an industry expert and building your brand image. Like e-books, these publications can be uploaded to PDF hosting sites and accessed by your targeted audience for free. Whenever a new white paper is uploaded, you can also have your team generate a new press release.
9. Search For Trending Topics
All search engines maintain updated lists of high-frequency search terms. Find out which topics people are currently researching and then relate these back to your business. Because the focus on trending topics has a tendency to change at lightning-fast speeds, be sure to post links to your latest articles on all the most popular social networking sites. This will ensure that your audience is made aware of these additions while they’re still fresh and relevant.
10. Start Promoting Customer Reviews On Social Media
Whenever your business gets a truly positive review, take a minute to share it with your social media contacts. This accomplishes a number of things from increasing brand awareness to boosting your image. It can also inspire other people to leave feedback on popular platforms that will in turn, increase your visibility on search engines.
11. Prioritize Quality Over SEO
Avoid making SEO your first priority when crafting content for your website, your blog, social media platforms, video hosting sites or other mediums. If you place your focus on providing people with good value, this portion of your SEO will invariably take care of itself. Make an effort to provide people with information that they aren’t getting from other sources and strive to publish fresh and relevant content at all times. If you get too caught up in keywords and posting schedules, the quality of your content will decline and the size of your audience will too.