So, the “Content is King” comment, thank you Mr. Gates (Bill Gates, 1996) has been discussed and vetted among marketers for years – and we all agree, that content is VERY important. Yes, even before Google and Yahoo emerged as content Gods.
But there’s a better question. If Content is King, what is “Local Content?” My take, the be-all and end-all! As marketers we struggle to connect on a daily basis with the “local” customer. We spend vast amounts of Ad dollars trying to reach the very individuals who traffic through our stores, which typically produce disappointing results, generating coupon hounds.
Enter, Local Content. Like the Local Content Engage121 now provides to small businesses and Realtors all over the country. A recent quote from a WPP study says local social pages “generate approximately three to five times more engagement than global pages,” and others say it’s even higher. Your customers shop locally, so empower your local stores, agents, centers or dealers to reach and impact local customers, with relevant content that creates loyal fans and followers; the type of fans that can generate local residual revenue.
Local Hot Content Sample
Our good friends at ERA Real Estate provided a quote earlier this year that truly captures why Local Content is so important, when supporting Local Social efforts:
“In our experience, social media can help build brands because of its ability to penetrate at the hyper-local level with market-appropriate content, giving franchisees a chance to strengthen customer relationships, promote themselves as a local resource and establish their expertise. Consumers engage with information they need, on a platform that is accessible on their own time, and that maintains and increases brand loyalty by marrying the cache of a global franchise with the local expertise of our franchisees.
-Charlie Young, CEO, ERA Real Estate
How can Local Content impact your local marketing and sales efforts?