In "52 Local SEO Strategies for SMBs," one highlighted strategy is becoming a prolific creator of local content. If you struggle with content creation, an alternative can be purchasing an existing website or blog. This article delves into the concept of local content and how to become a local content machine.
What Is a Local Content Machine?
A local content machine refers to a business or individual that consistently updates and posts content to the extent it appears as if they have an automated system behind it.
In simpler terms, a local content machine is a business (or an individual) that puts significant effort into creating and frequently posting content.
I’ve been labeled a "content machine" by peers because of my ability to produce and share a large volume of content. This has always been a manually-driven endeavor for me and is viewed positively.
Why Would You Want to Be a Local Content Machine?
In my years within the search marketing industry, I’ve noticed that larger businesses’ marketing, social media departments, and external agencies have increasingly embraced content creation and social media engagement.
Initially, some local businesses and SMBs tried this approach but often discontinued it due to a lack of engagement and difficulty in proving ROI, largely because it was too early for widespread social media adoption among local users.
Nowadays, with more locals using smartphones and having internet access, social media platforms like Facebook, Twitter, Snapchat, and Instagram have become integral to daily life.
For instance, a few weeks ago, I found that reaching a neighbor via Facebook Messenger was more effective than traditional text messages or phone calls. This shows how ingrained social media has become in everyday communication.
With the current widespread adoption of social media among locals, it’s the perfect time for local businesses to leverage these platforms by posting and sharing content regularly.
It’s About Branding
Being the first among your local competitors to start the local content machine can give you a significant branding advantage. Regularly posting content like photos or videos on platforms like Facebook can make locals look forward to your updates, helping to build brand recognition and loyalty.
Branding takes time, and continuous visibility is crucial for building trust and recognition among potential customers. For local businesses, having a localized audience makes it easier to gain this visibility.
Local Business Example
Consider Duane’s Restaurant, a local business that needs to elevate its marketing efforts. Duane’s has been around for 25 years, and while it does well on weekends, mid-week business is slow. Duane believes that many locals either aren’t aware of the restaurant or haven’t found a compelling reason to visit.
To become a local content machine, Duane could adopt a structured content creation and posting schedule without necessarily writing lengthy blog posts. Here are some ideas:
- Capture a photo of a bustling restaurant on a weekend night with a message like, "We’re super busy tonight, but we have an open table by the window."
- Highlight the night’s specials or seasonal dishes with photos.
- Post about nightly specials or in-season vegetables with accompanying visuals.
- Create brief customer testimonial videos discussing their dining experience at Duane’s.
- Share photos or videos featuring famous visitors to the restaurant.
- Conduct short interviews with local customers about their professions, helping to foster a community feel.
- Celebrate local achievements or events, such as school championships or graduations, with appropriate content and invitations.
Regularly creating and sharing such varied content helps connect the business with the community, generating “free marketing” through increased visibility and engagement.
Where to Post Content
Once you have created content, here are platforms where you can share it:
- Your Website: Ideally on a blog, photo gallery, or designated pages for each type of content.
- Instagram: For all visual content.
- Facebook: Especially effective for local engagement; posts can be boosted for broader visibility.
- Twitter: Share links to your content or post directly.
- Google My Business, Yelp, Trip Advisor: Particularly useful for restaurants and hospitality businesses.
To be recognized as a local content machine, consistent, daily updates, even if scheduled, are essential. Immediate posts are advisable for time-sensitive or spontaneous updates like visits from famous guests.
Conclusion
For local businesses, starting a content-focused strategy now is opportune. The ability to track various metrics has improved, offering better insights into the ROI than ever before, fueled by the rise in mobile users.
If your previous attempts at local content and social media marketing were unsuccessful, it’s time for a reevaluation under this new paradigm.
Image Credits: Unsplash
