Guide to Local Content Marketing

Written by: Jason Bayless | April 04, 2017

Content marketing is a powerful tool that helps your small business pull in clients and customers through sharing useful information and guides. But what works for a large business probably won’t bring the same results as a local, smaller company.

If you’re creating a local content marketing plan, you need to take a completely different approach. Rather than creating content to be absorbed by the masses, you need to focus your efforts on a smaller, more central group.

To get started creating your local content marketing strategy, here are three tips you should keep in mind.

  1. Get positive reviews.

One of the biggest factors that contribute to a local content marketing strategy actually has nothing to do with the content you create. Instead, it involves the reviews left by happy – or not so happy – customers or clients.

When Google determines who it will put at the top of its results list, it will comb through various review sites to see who is offering a service worth promoting. If you have negative reviews, you may find that your name is further down the list then you hoped.

In order to boost your results list placement, ask happy customers to leave you some encouraging words on a review site like Google My Business, Yelp, or even Facebook. The more awesome reviews you have, the better off you will be when it comes to search engine results.

  1. Participate locally.

If you are a local business, you rely heavily on your own community to bring you, customers or clients. But if you want to feel like you have the support of your area behind you, you need to provide your own support to those in your community.

Participating in local trade shows, events, or charity programs is a great way to get your name out there and in front of the right audience. However, participating locally actually has some benefits for your content marketing strategy as well.

When you connect your name to a local event, you’re going to have newspapers, flyers, websites, and more updated to share your company name and contact information. With each new piece of content uploaded to the web, Google will take that to mean a vote of confidence from your community and push you towards the top of the list.

  1. Connect with the experts.

If you live in an area that has local influencers or experts, reach out to them to connect and potentially collaborate. For larger cities, this may include professional bloggers or mini-celebrities. Smaller towns may want to look at media personnel, such as radio show or news hosts. Other businesses not directly in your niche can also make for great partnerships.

When you focus on connecting with a local expert, you’re promoting your business in a less direct way. Instead of advertising directly to your audience, your content marketing will appear as a trusted recommendation from a reliable source – encouraging more business.

With your new partnerships or collaborations, you can request featured guest blog posts on their site, get articles published in an online newspaper, or even develop a long-term marketing plan. As a mutually beneficial connection, you and your partner can both grow your businesses and attract new audiences.

Your content marketing strategy will greatly influence who you’re connecting with online. With more and more business being done over the internet, you need to be present online if you want to see customers coming through your business doors. However, if you are a local business, you need to take a unique approach to your business strategy.

For a local business, you need to make a clear connection between your company and the area that you serve – something that needs to be done through genuine relationships with your community. With these three tips, you can create a better content marketing strategy for your local business.