It is not always about producing more and more exciting content, existing content should never be launched and forgotten. Your content marketing should be built on an iterative approach to improvement. Keep the popular content current, generating fresh leads by maintaining relevance and continuing to attract high-quality traffic that converts.
We all know your content needs to be as unique as you are, targeted to reflect exactly where consumers are in their buying process. Understanding not only your business but also the intent of your audience. Your content output needs to be tailored, positioning your business as the go-to local provider for your products and services.
The easiest way to do this is by breaking your target audience down into four persona groups:
- the stranger
- the visitor
- the lead
- the customer
You need to take a multi-faceted approach to your content marketing services. Put your consumers at the heart of each piece of content you create, considering each persona’s online journey and placement of your brand to attract them. Your content campaigns, (even on a local level) should be bold and utilise impactful imagery that resonates with your audience. From infographics to video, animation to photography, if you have those capabilities, use them. Make sure they are carefully engineered to breathe life into your campaigns through multi-channel assets that drive results.
The big players in the market do not have enough experience (or resources) in local markets when it comes to writing content. These multinational competitors’ branches will have articles on key products all the way down to what they rate as the best Christmas songs. That is all well and good, but what you can beat them on is local content. Focus on a local level for every town and village you want your expertise showcased on. While the big players have the public information available on your town, there’s local information they can give on things such as local schools on your street (outside of an Ofsted report), they don’t have community activities, local running routes and the best type of house to live in which village.
Offering this information is your secret weapon and will help you earn your badge as a local expert. Try and make this something people cannot get anywhere else. The best way forward is blogging, vlogging and YouTube (Google loves it when you use their tools!). The more Google tools you use, the more Google’s bots will love you, and the longer the user will stay on your site. Remember, your audience can get a free valuation anywhere on the Internet, so offering it on your site is not of any significant value. Local news and content is where you will win.
Long-tail terms are those with at least 3 or more keywords and they tend to be very targeted and as a result convert better. If we take the example of the estate agents in Leeds, UK, buyers are looking for specific homes in and around Leeds. For example they search for “Victorian Mansions in Oakwood”, with Oakwood being a suburb of Leeds. The estate agent in Leeds would have a better chance of being ranked as the search phrase is much more specific, and more importantly, it’ll convert better. With the longer tail terms, you can be even more specific focusing on the cost and type of house as well, for example “cheapest bungalow in Meanwood”. Fewer people are searching these phrases, but that also means there is less competition and more serious home buyers specifically looking for a certain type of property. You can do the same no matter what your business is. Think how your local persona is searching and carve your name in that niche.