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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
Em...
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
@MikeRa...
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
&
Rep...
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
&
Rep...
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 fac...
Identify
Local
Audience
Create
Goals
& Rules
Audit
& Analyze
Develop
TacticsCreate
Calendar
Launch
+
Promote
Measure
&
Rep...
It’s critical for each person to
know what their role is and
how it fits into the larger
content process.
-Content Strateg...
Identify
Local
Audience
Create
Goals
& Rules
Audit
& Analyze
Develop
TacticsCreate
Calendar
Launch
+
Promote
Measure
&
Rep...
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
&
Rep...
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
@MikeRamsey
Here is how they scale it.
@MikeRamsey
Curated content shared with paid ads
@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
&
Rep...
@MikeRamsey
Asana is freaking sweet for project management
Identify
Local
Audience
Create
Goals
& Rules
Audit
& Analyze
Develop
TacticsCreate
Calendar
Launch
+
Promote
Measure
&
Rep...
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
&
Rep...
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
&
Rep...
You can’t fake
being local.
@MikeRamsey
Mike Ramsey
Follow Me on Twitter @MikeRamsey
Or Google.com/+MikeRamsey
Local Content + Scale + Creativity = Awesome Strategy
Local Content + Scale + Creativity = Awesome Strategy
Local Content + Scale + Creativity = Awesome Strategy
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Local Content + Scale + Creativity = Awesome Strategy

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This is my #localup presentation on local content strategy.

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Local Content + Scale + Creativity = Awesome Strategy

  1. 1. Local Content + Scale+ Creativity =Awesome
  2. 2. We have worked with lots of big and small clients
  3. 3. This is my grandma. I love her.
  4. 4. I didn’t listen and she use to swat me with a rolled newspaper
  5. 5. Hard Way I like to learn the
  6. 6. Local Content Doesn’t just mean The written word LessonOne @MikeRamsey
  7. 7. Local Content Website User Generated reviews Ads Products Location Events Images Video Data Service People Tools Design Email Blog NewsListings @MikeRamsey
  8. 8. Scale Does not mean fast+easy growth Lesson Two @MikeRamsey
  9. 9. You can’t waitIs it scalable? @MikeRamsey
  10. 10. Scaling Content Growth of Additional Expense Growth Additional Traffic/Revenue Is Greater Than Time + Money + Tech @MikeRamsey
  11. 11. Scaling Content Traffic/revenue Expense of Creation @MikeRamsey
  12. 12. Strategy You really need a continuous local content Lesson Three @MikeRamsey
  13. 13. Identify Local Audience Create Goals & Rules Audit & Analyze Develop TacticsCreate Calendar Launch + Promote Measure & Report Refine & Repeat Local Content Strategy @MikeRamsey
  14. 14. If I had 8 hours to chop down a tree, I would spend 6 hours sharpening my axe -Abe Lincoln @MikeRamsey
  15. 15. Identify Local Audience Create Goals & Rules Audit & Analyze Develop TacticsCreate Calendar Launch + Promote Measure & Report Refine & Repeat Local Content Strategy @MikeRamsey
  16. 16. bit.ly/localsegments You have to create or use local personas
  17. 17. bit.ly/localsegments @MikeRamsey This tool lets you see personas by zip
  18. 18. Facebook Ad tool @MikeRamsey Facebook tool helps you identify how many people are in your persona per location
  19. 19. Google Trends @MikeRamsey Google Trends helps you find the most likely cities Where people are searching for your words.
  20. 20. Google Keyword Tool @MikeRamsey Gives you rough data to total searches. Compare this to the size of the group found on facebook.
  21. 21. Identify Local Audience Create Goals & Rules Audit & Analyze Develop TacticsCreate Calendar Launch + Promote Measure & Report Refine & Repeat Local Content Strategy @MikeRamsey
  22. 22. 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
  23. 23. Identify Local Audience Create Goals & Rules Audit & Analyze Develop TacticsCreate Calendar Launch + Promote Measure & Report Refine & Repeat Local Content Strategy @MikeRamsey
  24. 24. Siteliner.com @MikeRamsey Quick tool to get page titles, dup content, and word count
  25. 25. urlProfiler.com @MikeRamseySimilar but shows links and social
  26. 26. Identify Local Audience Create Goals & Rules Audit & Analyze Develop TacticsCreate Calendar Launch + Promote Measure & Report Refine & Repeat Local Content Strategy @MikeRamsey
  27. 27. Oh yeah. @MikeRamsey
  28. 28. Prepare To Die. @MikeRamsey
  29. 29. Local Landing Page Content Great imagery and local content
  30. 30. Local Landing Page Content @MikeRamsey They post every review on the site. Even the bad ones.
  31. 31. Local Landing Page Content @MikeRamsey Super custom local written content.
  32. 32. Local Landing Page Content @MikeRamsey Testimonial from a local celebrity
  33. 33. Local Landing Page Content @MikeRamsey Using Data to write local content
  34. 34. Local content is not about being unique… It’s about BEING local and useful. @MikeRamsey
  35. 35. Things that are local. Sports Teams Well Known People Groups + Events @MikeRamsey
  36. 36. Things that are useful Directions Favorite spots Details @MikeRamsey
  37. 37. Focus on one location at a time until you find a winner. Then go crazy. @MikeRamsey
  38. 38. @MikeRamseyFantastic scale of neighborhood content
  39. 39. @MikeRamsey Here is how they scale it.
  40. 40. @MikeRamsey Curated content shared with paid ads
  41. 41. @MikeRamsey
  42. 42. @MikeRamsey
  43. 43. @MikeRamsey
  44. 44. You need to think like a local directory. @MikeRamsey
  45. 45. Things To Do @MikeRamsey Things to do page is linked from the city page. Not a blog.
  46. 46. Local Events Local Lists Local Questions Local Activity @MikeRamsey
  47. 47. Identify Local Audience Create Goals & Rules Audit & Analyze Develop TacticsCreate Calendar Launch + Promote Measure & Report Refine & Repeat Local Content Strategy @MikeRamsey
  48. 48. @MikeRamsey Asana is freaking sweet for project management
  49. 49. Identify Local Audience Create Goals & Rules Audit & Analyze Develop TacticsCreate Calendar Launch + Promote Measure & Report Refine & Repeat Local Content Strategy @MikeRamsey
  50. 50. Facebook Ad tool @MikeRamsey Use it. Pay for it.
  51. 51. FollowerWonk @MikeRamsey Find local big deals
  52. 52. Identify Local Audience Create Goals & Rules Audit & Analyze Develop TacticsCreate Calendar Launch + Promote Measure & Report Refine & Repeat Local Content Strategy @MikeRamsey
  53. 53. Things to track Revenue/leads by Location Traffic by location Social shares by individual page @MikeRamsey
  54. 54. Identify Local Audience Create Goals & Rules Audit & Analyze Develop TacticsCreate Calendar Launch + Promote Measure & Report Refine & Repeat Local Content Strategy @MikeRamsey
  55. 55. You can’t fake being local. @MikeRamsey
  56. 56. Mike Ramsey Follow Me on Twitter @MikeRamsey Or Google.com/+MikeRamsey

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