‘How to Create Authentic Hyperlocal Content At Scale’ – MOZ
Megan Hannay says, “The “why” and “how” of sourcing local talent from national HQ
A recent report on national-to-local marketers mentions that, with the exception of email marketing, “enterprise brands are struggling to make digital as effective as traditional tactics and media” for local branches’ ad dollars. With locally focused email newsletters, it’s generally easier to automate locally targeted sales or events. On the other hand, local content is much more essential for local SEO and social media engagement, and this is where enterprise brands have not yet fully conquered the local space.
For national brands, accumulating content that resonates with locals in each individual market is an excruciating task. Not even the best of researchers or the slyest of copywriters can match the value of a local’s knowledge base. Meanwhile, local partners may not have the time or the storytelling know-how to create quality local content.
Content without topic knowledge is generic; content without storytelling chops is ineffective. Herein lies the problem for local: How do you plan quality, shareable articles, videos, and digital media with a local focus at a national scale?”.
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