There are times when, as a business owner or marketer, you may feel like you don’t know which way to turn for content ideas. Panic sets in and soon you find yourself being chased by that big, ugly monster called discouragement. The one thing that’s pivotal in your marketing strategy is quality content and many local businesses can become lost for inspiration on content ideas.
It’s a myth that a local business isn’t likely to generate enough good content to become an authority site. But if you’re not creating and publishing quality content, it’s true that you’ll be effectively be frozen out of the opportunity for publicity, social shares, and eventual traffic, leads and sales.
I’ve had many businesses give up on content marketing simply because they think it’s impossible to be an authority if their products and services don’t cover a national area.
Not only is it possible to be THE authority, content marketing is a key advantage that many local businesses aren’t yet using. Which means that you’re in a very good position to rule the school!
There are a many components that need discovery when it comes to publishing content and you’ve got to decide what’s best for your business. Content ideas appear quicker when you’ve done the groundwork to determine:
- Resources:
- Who will create it?
- What topics will we write about?
- How often will we publish?
- What’s my commitment level?
- How much time will we devote to it?
- Budget?
- Where do our target customers spend their time?
- Type of content do our customers prefer?
- How and where will we promote our content?
Smart content marketing raises your business’ online authority and profile in your market area.
Optimized local content attracts, engages and can even sell to those target customers you’ve not been able to win in the past. If you’re short on inspiration for local content ideas, these 5 will provide traction, help build your online authority and profile in your market area.
1. Encourage Customers to Post Reviews.
A brand is no longer what we tell consumers it is. It’s what consumers tell each other it is.
Another customer’s opinion and testimony is always going to be more powerful and persuasive than what you say about yourself.
Online reviews not only build your reputation with future customers but that feedback improves your authority with search engines.
Consumers consider online reviews as part of their purchase decision process:
- 88% have read reviews to determine the quality of a local business (vs. 85% in 2013)
- 39% read reviews on a regular basis (vs. 32% in 2013)
- Only 12% do not read reviews (vs. 15% in 2013)
2. Do a Cross-Promotion With Another Local Business.
The great way to get your name recognized by your target customers is through a promotion or competition in partnership with another local business whose customers are your target customers.
I have a client who’s a car dealership. They’re located very near to a local ski resort that has a huge community on Facebook. They did a cross-promotion where they lent the ski resort 3 vehicles to shuttle people up and down the mountain during peak times. Anyone with a lift ticket stub was entered to win in a drawing for a free car detail.
They had a huge response and, five years later, that cross-promotion still brings customers into the dealership.
3. Align With Local Events.
When you align with a local event, your business benefits by riding on the shoulders of the mighty wave that’s created from the event’s promotion.
- Offer to sponsor a local event and attend it so you can leverage all the opportunities.
- Offer to speak on a topic at a networking night.
- Provide a free workshop at a big conference.
When you agree to do the event, make sure they’ll be mentioning you in their marketing materials, along with links back to your site.
Offer to contribute helpful articles as part of their promotion. Your business can become part of the overall story and gain huge traction without a lot of budget.
NOTE: Make sure the event aligns with your business’ personality and that the attendees are your target customers.
BONUS: Create your own “Micro” Event. I’ve witnessed hyper-local opportunities with other large local businesses have big impact. Offer to do a “Lunch and Learn” for a large local company. Create an attractive, exclusive special offer for that company’s employees.
- You get your name out there.
- You make good contacts with viable prospects.
- You become known as a likable expert who provides value.
4. Turn Your Staff Into Content Marketers
Who’s up for leveraging staff to tell stories about their expertise and how it’s helped your customers? Answer: your customers are! You’d be surprised how much content is available to you if you just begin to explore the possibilities.
Employees are considered the most trustworthy representatives of your business. Their contributions to content ideas and creation not only provide your business with authority but the employee earns online and offline authority for his or her personal brand, too.
5. Leverage Local Mainstream Media
You may not realize this but your local TV, radio and news media are constantly looking for content and local stories.Email or call your local station with something interesting and newsworthy.
Are you involved in charity or event that’s of interest to their viewers/readers/listeners? How about an awesome story about one of your customers’ triumphs against adversity?
Don’t think they won’t be interested because, like I said, they are always looking for local stories. I’ve had a lot of situations where I’ve actually made friends and built relationships with local reporters. Don’t be afraid. All they can do is say no.
ACTION TIME: Online marketing isn’t getting any easier for a local business. However, the opportunities with content are so huge right now because very few businesses realize the potential. Don’t let panic and desperation rear its ugly head. Stay ahead of the game by staying inspired with content ideas.