While the advent of content marketing has opened innumerable doors to earning consumer attention, the glut in the market now requires strategies that go beyond simply producing content. Just having content is no longer unique, and if it’s not effective, it could be counterproductive.
Most marketers understand that content must be relevant to its target audiences. That almost goes without saying. But what is equally important, or perhaps more, is local relevance – ideally, within a five-mile radius. Locality feeds directly into one of the most essential tenets of content marketing: reaching the right audience with greater specificity, particularly in the age of “fake news” and dwindling local media coverage.
That said, procuring local content creates a few complications right off the bat, especially for marketers who rely on content curation or don’t have the human or other resources to get the local scoop. Back to the counterproductive content we mentioned above.
In a sobering article from the Harvard Business Review, writer Alexandra Samuel urges marketers to consider the effects of bad content (that which has no higher goal than culling personal information to make relentless attempts at a sale) on the environmental and social costs of business decisions. “We’ve got to look at companies that pollute the Internet…as an enemy of public health,” she writes. Samuel also acknowledges the importance of paying for quality content. Not in the form of digital ads (gasp!), but by underwriting qualified content creators.
“How can our marketing effort make the Internet better, instead of worse?” she asks. “Creating content that provides real value in terms of information or insight – rather than simply larding a page with search-friendly keywords – is one obvious starting point.” She speaks, too, of “personal responsibility” in creating content marketing.
Let that sink in. Consider how much personal responsibility applies to local content. Say you’re on a cruise overseas with people from all over the world, and someone comments on the banana muffins at breakfast that morning. You might respond that they’re a close second to the ones at your neighborhood bakery, to which your fellow cruiser (residing thousands of miles from you) might reply, “hmm,” or not at all. There’s no mutual connection, and as far as that person will ever know, your local baker’s muffins are fair to middlin’ at best.
Now, imagine you vouch for those wonderful muffins to someone who could sample one on their morning walk. How much more invested in your endorsement will you be, and how much more will it mean to people who can actually engage in the experience?
Added to the benefit of uber-specificity in local content is the opportunity for ownership of an area of expertise. If your community provides interesting, useful information about the environs outside your doors, as well as inside, your audience will come to trust and rely on you in the long run for bigger things (like providing quality living for mom and dad), and they will keep coming back. That’s the stuff of lasting relationships.
The multifaceted advantages inherent in providing stories, photos, tips, reviews, recommendations, developments, activities, outings, events, etc. germane to the local community are huge and should be not be shied from, despite the extra effort in getting local content.
Your marketing team can help you attain and create meaningful content that speaks to those nearby, enabling client-provider bonds with unlimited potential.
Ivy Marketing Group. Come Grow With Us.