{"id":117493,"date":"2018-07-24T19:22:00","date_gmt":"2018-07-25T00:22:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/5-steps-to-localize-your-content-marketing-strategy\/"},"modified":"2024-12-21T05:52:12","modified_gmt":"2024-12-21T10:52:12","slug":"5-steps-to-localize-your-content-marketing-strategy","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/strategy\/5-steps-to-localize-your-content-marketing-strategy\/","title":{"rendered":"5 Steps to Localize Your Content Marketing Strategy"},"content":{"rendered":"

Before the New Year, we revealed our predictions for content marketing in 2018. Among them, we asserted that winning brands will have local content strategies. As the year progresses and local marketing strategies<\/a> are continuing to expand beyond just creating store pages and managing citations across the web, we\u2019re looking at five steps you can take to localize your entire content marketing strategy<\/a>.<\/p>\n

1. Conduct market and audience research<\/h2>\n

The first step to any localized marketing strategy is understanding exactly who your local audiences are. While car buyers might have the same needs and pain points in Quebec as they do in Alberta, retail fashion shoppers most certainly will not. For example, while Quebec shoppers are generally more willing to spend on clothing they consider to be innovative and trendsetting, Edmonton consumers are some of the most price sensitive in the country. Audiences in those two markets will require different messaging from brands who hope to gain their business.<\/p>\n

Beyond market research, your social and website analytics can help paint a picture of who your audience is. Platforms like Google Analytics can show the age, gender and location of your website users along with the pages they visit and the products they buy. Social analytics on Facebook can show who your followers are, where they\u2019re located, and who frequently interacts with your content.<\/p>\n

Geography plays a large role in the psychographic profile of customers, and in-depth market and audience research<\/a> will go a long way to ensure your messaging is relevant to local customers.<\/p>\n

2. Conduct local keyword research<\/h2>\n

Tools like the keyword planner<\/a> from Google are great for local research. After entering your product or service, or a related keyword, the keyword planner will display keyword and ad group ideas, with the average number of monthly searches and competition for each one. With filters that let you target your results based on city, state\/province or country, you can see precisely which keywords your audience searches for frequently in individual locations and what questions they are asking related to your product or service.<\/p>\n

3. Craft locally relevant messages<\/h2>\n

The goal of content marketing is to provide the right content to the right people, at the right time and place, and in the right format. In fact, nearly 2\/3 of smartphone users are more likely to purchase from companies whose mobile sites or apps customize information to their location.<\/p>\n

Once you\u2019ve got a good understanding of your audience and what information they care about, you\u2019ll be able to craft and amplify messages based on local attitudes, cultural nuances and even current events in certain areas. Every local area has some conferences, festivals or events that provide businesses with an opportunity to insert themselves into the conversation and show that they have their thumb on the pulse of the local community.<\/p>\n

4. Geo-target your social content<\/h2>\n

If granular targeting is your goal\u2014which is the case for many local businesses\u2014social media advertising is the way to go. On Facebook, for example, you can target your ads to users based on state\/province, city, zip code or business address. You can further refine your local targeting to specify people who live in the area, are visiting the area, or have recently been in the area.<\/p>\n

It may be surprising, then, that around 85% of Facebook ads are only targeted by country instead of specific location, and only 45% of ads use interest targeting<\/a>. Social ads can help drive brand awareness, website conversions and store visits. Most platforms allow you to begin boosting posts with a minimal spend, so it\u2019s easy to keep your budget in check\u2014a key concern for most local advertisers.<\/p>\n

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