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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 Way
I like to learn the
Local Content
Doesn’t just mean
The written word
LessonOne
@MikeRamsey
Local
Content
Website
User Generated
reviews
Ads
Products
Location
Events
Images
Video
Data
Service
People
Tools
Design
Email
Blog
NewsListings @MikeRamsey
Scale
Does not mean
fast+easy growth
Lesson Two
@MikeRamsey
You can’t waitIs it scalable?
@MikeRamsey
Scaling Content
Growth of Additional Expense
Growth Additional Traffic/Revenue
Is Greater Than
Time + Money + Tech
@MikeRamsey
Scaling Content
Traffic/revenue
Expense of Creation
@MikeRamsey
Strategy
You really need a
continuous local content
Lesson Three @MikeRamsey
Identify
Local
Audience
Create
Goals
& Rules
Audit
& Analyze
Develop
TacticsCreate
Calendar
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
Identify
Local
Audience
Create
Goals
& Rules
Audit
& Analyze
Develop
TacticsCreate
Calendar
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.
Identify
Local
Audience
Create
Goals
& Rules
Audit
& Analyze
Develop
TacticsCreate
Calendar
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
Identify
Local
Audience
Create
Goals
& Rules
Audit
& Analyze
Develop
TacticsCreate
Calendar
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
@MikeRamseySimilar but shows links and social
Identify
Local
Audience
Create
Goals
& Rules
Audit
& Analyze
Develop
TacticsCreate
Calendar
Launch
+
Promote
Measure
&
Report
Refine
& Repeat
Local Content
Strategy
@MikeRamsey
Oh yeah.
@MikeRamsey
Prepare
To
Die.
@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 local
and useful.
@MikeRamsey
Things that
are local.
Sports Teams
Well Known People
Groups + Events
@MikeRamsey
Things that
are useful
Directions
Favorite spots
Details
@MikeRamsey
Focus on one location
at a time until you find
a winner.
Then go crazy.
@MikeRamsey
@MikeRamseyFantastic scale of neighborhood content
Local Content + Scale + Creativity = Awesome Strategy
@MikeRamsey
Here is how they scale it.
@MikeRamsey
Curated content shared with paid ads
Local Content + Scale + Creativity = Awesome Strategy
Local Content + Scale + Creativity = Awesome Strategy
@MikeRamsey
@MikeRamsey
@MikeRamsey
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
Identify
Local
Audience
Create
Goals
& Rules
Audit
& Analyze
Develop
TacticsCreate
Calendar
Launch
+
Promote
Measure
&
Report
Refine
& Repeat
Local Content
Strategy
@MikeRamsey
@MikeRamsey
Asana is freaking sweet for project management
Identify
Local
Audience
Create
Goals
& Rules
Audit
& Analyze
Develop
TacticsCreate
Calendar
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
Identify
Local
Audience
Create
Goals
& Rules
Audit
& Analyze
Develop
TacticsCreate
Calendar
Launch
+
Promote
Measure
&
Report
Refine
& Repeat
Local Content
Strategy
@MikeRamsey
Things to track
Revenue/leads by Location
Traffic by location
Social shares by individual page
@MikeRamsey
Identify
Local
Audience
Create
Goals
& Rules
Audit
& Analyze
Develop
TacticsCreate
Calendar
Launch
+
Promote
Measure
&
Report
Refine
& Repeat
Local Content
Strategy
@MikeRamsey
You can’t fake
being local.
@MikeRamsey
Mike Ramsey
Follow Me on Twitter @MikeRamsey
Or Google.com/+MikeRamsey

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Local Content + Scale + Creativity = Awesome Strategy

Hinweis der Redaktion

  1. Excited to talk about onsite tatics. Year and a half ago, you didn’t even need a website to rank in Google Places.