Date post: | 22-Aug-2015 |
Category: |
Marketing |
Upload: | niftymarketing |
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Local Content + Scale+ Creativity
=Awesome
We have worked with lots of big and small clients
This is my grandma. I love her.
I didn’t listen and she use to swat me with a rolled newspaper
Hard WayI like to learn the
Local ContentDoesn’t just mean The written word
Less
on O
ne
@MikeRamsey
Local Conte
nt
Website
User Generated
reviews
Ads
Products
Location
Events
Images
Video
DataService
People
Tools
Design
Blog
NewsListings @MikeRamsey
ScaleDoes not meanfast+easy growth
Lesson Two
@MikeRamsey
You can’t wait
Is it scalable?
@MikeRamsey
Scaling Content
Growth of Additional Expense
Growth Additional Traffic/RevenueIs Greater Than
Time + Money + Tech
@MikeRamsey
Scaling ContentTraffic/revenue
Expense of Creation
@MikeRamsey
Strategy
You really need acontinuous local content
Lesson Three@MikeRamsey
IdentifyLocal Audien
ceCreate Goals
& Rules
Audit&
Analyze
Develop
TacticsCreateCalend
ar
Launch+
Promote
Measure&
Report
Refine&
Repeat
Local Content Strategy
@MikeRamsey
If I had 8 hours to chop down a tree, I would spend 6 hours sharpening my axe -Abe Lincoln
@MikeRamsey
IdentifyLocal Audien
ceCreate Goals
& Rules
Audit&
Analyze
Develop
TacticsCreateCalend
ar
Launch+
Promote
Measure&
Report
Refine&
Repeat
Local Content Strategy
@MikeRamsey
bit.ly/localsegments
You have to create or use local personas
bit.ly/localsegments
@MikeRamsey
This tool lets you see personas by zip
Facebook Ad tool
@MikeRamsey
Facebook tool helps you identify how many people are
in your persona per location
Google Trends
@MikeRamsey
Google Trends helps you find the most likely cities Where people are searching for your words.
Google Keyword Tool
@MikeRamsey
Gives you rough data to total searches. Compare this to the size of the group found on
facebook.
IdentifyLocal Audien
ceCreate Goals
& Rules
Audit&
Analyze
Develop
TacticsCreateCalend
ar
Launch+
Promote
Measure&
Report
Refine&
Repeat
Local Content Strategy
@MikeRamsey
It’s critical for each person to know what their role is and how it fits into the larger content process.
-Content Strategy For The Web
“@MikeRamsey
IdentifyLocal Audien
ceCreate Goals
& Rules
Audit&
Analyze
Develop
TacticsCreateCalend
ar
Launch+
Promote
Measure&
Report
Refine&
Repeat
Local Content Strategy
@MikeRamsey
Siteliner.com
@MikeRamsey
Quick tool to get page titles, dup content, and word count
urlProfiler.com
@MikeRamsey Similar but shows links and social
IdentifyLocal Audien
ceCreate Goals
& Rules
Audit&
Analyze
Develop
TacticsCreateCalend
ar
Launch+
Promote
Measure&
Report
Refine&
Repeat
Local Content Strategy
@MikeRamsey
Oh yeah.
@MikeRamsey
Prepare
ToDie. @MikeRamsey
Local Landing Page Content
Great imagery and local content
Local Landing Page Content
@MikeRamsey
They post every review on the site. Even the bad ones.
Local Landing Page Content
@MikeRamsey
Super custom local written content.
Local Landing Page Content
@MikeRamsey Testimonial from a local celebrity
Local Landing Page Content
@MikeRamsey
Using Data to write local content
Local content is not about being unique…It’s about BEING localand useful. @MikeRamsey
Things that are local.Sports TeamsWell Known PeopleGroups + Events
@MikeRamsey
Things that are usefulDirectionsFavorite spots Details
@MikeRamsey
Focus on one locationat a time until you finda winner.
Then go crazy.@MikeRamsey
@MikeRamsey Fantastic scale of neighborhood content
100’s of beautiful pictures of the neighborhood
@MikeRamsey
Here is how they scale it.
@MikeRamsey
Curated content shared with paid ads
REVERSE INFOGRAPHIC CONTENT CREATION.
Basically, take and Information and turn it into html written content
Just look at how Movoto does local lists.
@MikeRamsey
In EVERY city.
@MikeRamsey
And local videos that scale
@MikeRamsey
REI understands using local events to gain customers
You need to think like a local directory.
@MikeRamsey
Things To Do
@MikeRamsey
Things to do page is linked from the city page. Not a blog.
Local Events
Local Lists
Local Questions
Local Activity
@MikeRamsey
IdentifyLocal Audien
ceCreate Goals
& Rules
Audit&
Analyze
Develop
TacticsCreateCalend
ar
Launch+
Promote
Measure&
Report
Refine&
Repeat
Local Content Strategy
@MikeRamsey
@MikeRamsey
Asana is freaking sweet for project management
IdentifyLocal Audien
ceCreate Goals
& Rules
Audit&
Analyze
Develop
TacticsCreateCalend
ar
Launch+
Promote
Measure&
Report
Refine&
Repeat
Local Content Strategy
@MikeRamsey
Facebook Ad tool
@MikeRamsey
Use it. Pay for it.
FollowerWonk
@MikeRamsey
Find local big deals
IdentifyLocal Audien
ceCreate Goals
& Rules
Audit&
Analyze
Develop
TacticsCreateCalend
ar
Launch+
Promote
Measure&
Report
Refine&
Repeat
Local Content Strategy
@MikeRamsey
Things to trackRevenue/leads by LocationTraffic by locationSocial shares by individual page
@MikeRamsey
IdentifyLocal Audien
ceCreate Goals
& Rules
Audit&
Analyze
Develop
TacticsCreateCalend
ar
Launch+
Promote
Measure&
Report
Refine&
Repeat
Local Content Strategy
@MikeRamsey
You can’t fake being local.
@MikeRamsey
Mike Ramsey
Follow Me on Twitter @MikeRamseyOr Google.com/+MikeRamsey