Local search marketing is the key to keeping your business afloat even in difficult times. People still need products and services. But right now they want to find them as close to home as possible. Even if they order items online, they want to have them delivered as soon as possible. If they go out to shop, they will not travel far from home to find a grocery store or a catering service.
This is why local search marketing is so crucial. And in this article we will go through some of the best content ideas to include in your marketing plan to help you rank higher in local searches. As we have explained in recent articles, content is more important than ever right now. People have more time to read and they are counting on their favourite brands to offer them educational, helpful and entertaining content.
What Kind of Content Ranks Well in Local Searches?
When it comes to local search marketing, keywords are not enough. Of course, you need to use them and adapt them to your marketing strategy. But it goes beyond this. People are mainly interested in what is happening around them, close to home.
Right now, everyone has become even more focussed on what is going on in their district, borough, neighbourhood or town. These are the events most likely to impact their lives and to influence their choices and their lifestyle.
This is why your local search marketing efforts must include a thorough search for content ideas that give people what they want: stories and events that happen where they live and which may affect them.
Here are just a few ideas to help you start planning your content for local search marketing:
1. Keep In Touch with Local Trends
The simplest way of identifying local content ideas is by using Google Trends. How does it work? You type in a topic name, related to your business. For instance, if you run a catering business, you type in “food delivery”.
Next, you select your country and you will see a chart indicating the users’ overall interest in this topic. But that’s not really helpful and this is why there are further sections down the page. The Interest by Sub-region section breaks down the total searches by country regions. You can click on each map region to get a more detailed look at interest by city.
The other section – Related Topics – will help you identify content ideas that people who looked for food delivery services are also interested in.
2. Write about Local Events You Are Involved In
At the present, many businesses are doing their best to help people access specific products and services – from grocery delivery to the elderly, to personal protective equipment.
If your business is a part of these efforts, you should write about it and share your efforts for doing good on your blog and social media pages. It is not tooting your own horn, but helpful information for people who may benefit from your efforts.
3. Guest Post on Local Blogs
If you do a little Google search, you will identify a lot of local blogs. They are very successful as a way of bringing communities together and helping people exchange information and actionable tip and advice.
As a guest poster, your content ideas will reach the audience of your interest that you had not tapped into with your blog. At the same time, you can build page authority through the backlinks you are usually allowed to add in your guest posts.
4. Write about Your Local Area
Everyone is proud of their city, district or territory. And you can reinforce that feeling and capitalise on it with content ideas focusing on what makes your local area special and interesting.
Search for statistical data and you will come up with a wealth of interesting ideas – starting from the geography and ending with history, economy and demographics.
5. Be Helpful to the Local Media
Local newspapers and radio stations do not have the resources to cover major events happening in another city or another country. They actually rely on local businesses and entrepreneurs to find content ideas that will interest their readers.
Thus, it is a great idea to contact local media outlets and send them your press releases and tips related to events, projects and activities you are running in your community. In turn, they will also give you ideas to write about, from an interview with your team, success stories of your customers, etc.
Last but not least, constantly tap into user generated content on your social media pages. During busy days, a small compilation of your followers’ quotes, photos and videos will help you share interesting local content on your website and elsewhere.