Why Local Content Marketing Matters
Local content marketing is about creating valuable, relevant content that speaks directly to your local audience. It's not just about ranking for keywords—it's about establishing your business as the go-to authority in your local market.
Businesses that publish consistent local content see 67% more leads than those that don't. A strong local content strategy helps you connect with your community, build trust, and drive more qualified traffic to your website.
Local content also supports your broader local SEO efforts by targeting location-specific keywords, earning local backlinks, and providing fresh content that search engines love.
Types of Local Content That Drive Results
1. Local Guides and Resources
Create comprehensive guides about your local area:
- "Ultimate Guide to [Your City]" for visitors and new residents
- Neighborhood guides highlighting local attractions
- Seasonal activity guides for your area
- Local event calendars and coverage
- Best of lists (restaurants, parks, services)
- Local history and culture content
2. Local News and Updates
Stay relevant with timely local content:
- Commentary on local news and developments
- Coverage of community events
- Local business spotlights and partnerships
- Updates on local regulations affecting your industry
- Seasonal tips specific to your location
3. Customer Success Stories
Showcase local customers and projects:
- Case studies featuring local clients
- Before-and-after project showcases
- Customer testimonials with local context
- Video interviews with satisfied customers
- Problem-solution stories from your community
4. Educational Content
Establish expertise with helpful content:
- How-to guides relevant to your local market
- Industry tips with local applications
- FAQ pages answering common local questions
- Comparison guides for local services
- Educational videos and tutorials
5. Location Pages
Create dedicated pages for service areas:
- Service area pages with unique local content
- City and neighborhood-specific landing pages
- Location-based service descriptions
- Local market insights and data
- Area-specific testimonials and projects
Local Content Creation Strategy
Research Your Local Audience
Understand what your local audience cares about:
- Conduct local keyword research to find topics
- Survey customers about their interests and pain points
- Monitor local social media conversations
- Analyze competitor content for gaps
- Review questions from customer service interactions
- Track local search trends and seasonality
Optimize for Local Keywords
Incorporate location-specific keywords naturally:
- Include city, neighborhood, and landmark names
- Use local terminology and phrases
- Target "near me" and location-based queries
- Optimize titles and headings with local keywords
- Create content for different service areas
Create a Content Calendar
Plan content around local events and seasons:
- Schedule content for local events and holidays
- Plan seasonal content in advance
- Maintain consistent publishing schedule
- Balance evergreen and timely content
- Coordinate with local marketing campaigns
Leverage Multiple Content Formats
Diversify your content types:
- Blog posts and articles
- Videos showcasing local projects
- Infographics with local data
- Podcasts featuring local guests
- Photo galleries of local work
- Interactive tools and calculators
Promoting Your Local Content
Social Media Distribution
Share content on local social media platforms, tag local businesses and influencers, and engage with community groups.
Email Marketing
Send content to your email list, segment by location, and personalize based on local interests.
Local Link Building
Reach out to local websites, news outlets, and bloggers to earn backlinks to your content.
Google Business Profile Posts
Share content updates on your Google Business Profile to reach local searchers.
Community Partnerships
Collaborate with local organizations, sponsor events, and create co-branded content.
Measuring Content Performance
Track these metrics to measure local content success:
- Organic traffic from local keywords
- Engagement metrics (time on page, bounce rate)
- Social shares and comments
- Backlinks from local websites
- Conversion rates by content type
- Rankings for target local keywords
- Lead generation from content
- Brand mentions in local media
Local Content Best Practices
- Write for humans first, search engines second
- Include local images and videos
- Cite local sources and statistics
- Link to other local businesses and resources
- Update content regularly to keep it fresh
- Make content mobile-friendly for local searchers
- Include clear calls-to-action
- Encourage user-generated content and reviews
- Maintain consistent brand voice and messaging
Related Strategies
Build Local Authority with Content
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