Content Marketing Approach to Try: Going HyperLocal

Content Marketing Approach to Try: Going HyperLocal
Hyperlocal Content Strategy

If you pay attention to content marketing you’ll notice that there is a new approach we marketers are using: the local approach.

 The local marketing strategy is not new. Print publications have been doing this forever. Just check out any local coffee shop you frequent to view the latest local print pub. The information in there is relevant and useful; that’s why people read those things and why they were created. When people take to search they often are looking for local or even hyperlocal information…often looking for answers.

You shouldn’t need proof that people search this way as you likely utilize this same search behavior yourself. However, if you do need proof check out Google’s Webmaster blog post titled, “Surfacing Your Business’s Contact and Local Info in Google.” Google’s job is to deliver accurate information when people search. Their Webmaster blog is designed to, “help you help them” {yep, I went there}.  When you add those two things together it’s probably pretty reasonable to say that there is something to this local thing.

I’ll briefly explain how this strategy works and how we use it but first let’s cover semantics.

What is hyperlocal vs. local?

Local is usually a city and hyperlocal is a specific part of a city. We love to label things and as a local you’ll know what the little pockets in your city are called. Sometimes these are neighborhood names and sometimes they are nicknames that are commonly agreed upon, SoHo, Dumbo or in my neck of the woods, Cherry Street, Brookside etc. These pockets I’m referring to are all examples of hyperlocal.

Hyperlocal Content Strategy

How the local content marketing strategy works

Essentially this is the ol “long tail strategy” discussed in SEO terms. Basically what that means is that if you’re writing about health instead of going against the entire world wide web of people whom are writing on the same subject go after a small topic within that niche. Using the health analogy try to write about “Multiple Sclerosis in Men.” That’s pretty specific, right? There will be way less people searching for that then general health questions but when they do search for that particular term you’re more likely to come up in search engine results.

Using the local approach is pretty much the same approach. You might have a Veterinary practice but instead of writing content about pet health in general you can create great content about the local pet happenings in your area. That might include allergies in the area that affect pets, local shelter events, lost and found pets in the area, dogs up for adoption in your area, reviews of places that board dogs, a list of dog walkers etc. The point is people are looking for these things all the time but they do so by locality so being the go-to for your area as the person who has the answers will naturally build your traffic and likely your clientele.

 

How we use the local content marketing approach

Real quick let me go back and refer to the beginning of this post where we stated you likely search for things yourself using locality. Well…we do to! We’re into fitness and were always having to research how to stay on our fitness routine when we traveled. I was using search looking for fitness specific answers based on a location (wherever I was on my trip). This need prompted me to look into a solution. I approached my business partner, Danielle Hastings about creating a content driven site specific to location. For those of you that don’t know, Danielle, is also known as the T-Rex Runner and she’s on a mission to run a marathon in all 50 states and humorously blogs about her adventures. Needless to say…she travels a lot and I knew she would have need for this kind of location specific resource as well. That was how Ramblen was born. We cover fitness resources in specific localities with a traveler’s perspective. It’s been a lot of fun to develop!

Hyperlocal strategy - Tulsa

 

How you can implement the local content marketing strategy in your own business

You can do a couple things. You can create your own blog on your own website that covers local-specific things directly correlating with your business. Going back to the pet example that might mean lost and found dogs, dog walkers and more if you’re a local vet. If you’re a local attorney you can reference state specific legal matters, worksheets and other resources that might be helpful to local search traffic looking for answers to these type of questions. Alternatively, you could have a separate stand alone website or blog that covers whatever you feel like you could cover in your locality of the world. If you choose to do this strategy you’ll be able to figure out on your own how you want to implement advertising for your place of business with your local site.

Like all things, implementation is key and you’ll want to implement this strategy right. That means you should pay attention to the design of your blog, quality of writing, consistency, hitting on important search topics like hours of operation, contact numbers and of course, social.

If you’re interested in learning about how to implement this strategy in your own business please contact us for a free consultation.

Natalie Cagle

Natalie started her career in online marketing in Seattle in 2004. She has worked with large consumer health websites and startups alike. She enjoys engaging with online communities and learning how to tailor a brand’s message. You can find more from Natalie on Google+
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Natalie is a content creator and strategist at Happy Place Marketing. She has worked in lead generation since 2005 and has a passion for fitness. She turned that passion into a startup and is the co-founder of Ramblen, a website that helps people stay fit while they travel. In 2014, she became an ACE certified personal trainer and in 2015 she earned her certified content marketer status from Copyblogger. When she's not working she's probably out on a run, or a bike ride, maybe swimming.

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