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 WayI like to learn the

Local ContentDoesn’t just mean The written word

Less

on O

ne

@MikeRamsey

Local Conte

nt

Website

User Generated

reviews

Ads

Products

Location

Events

Images

Video

DataService

People

Tools

Design

Email

Blog

NewsListings @MikeRamsey

ScaleDoes not meanfast+easy growth

Lesson Two

@MikeRamsey

You can’t wait

Is it scalable?

@MikeRamsey

Scaling Content

Growth of Additional Expense

Growth Additional Traffic/RevenueIs Greater Than

Time + Money + Tech

@MikeRamsey

Scaling ContentTraffic/revenue

Expense of Creation

@MikeRamsey

Strategy

You really need acontinuous local content

Lesson Three@MikeRamsey

IdentifyLocal Audien

ceCreate Goals

& Rules

Audit&

Analyze

Develop

TacticsCreateCalend

ar

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

IdentifyLocal Audien

ceCreate Goals

& Rules

Audit&

Analyze

Develop

TacticsCreateCalend

ar

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.

IdentifyLocal Audien

ceCreate Goals

& Rules

Audit&

Analyze

Develop

TacticsCreateCalend

ar

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

IdentifyLocal Audien

ceCreate Goals

& Rules

Audit&

Analyze

Develop

TacticsCreateCalend

ar

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

@MikeRamsey Similar but shows links and social

IdentifyLocal Audien

ceCreate Goals

& Rules

Audit&

Analyze

Develop

TacticsCreateCalend

ar

Launch+

Promote

Measure&

Report

Refine&

Repeat

Local Content Strategy

@MikeRamsey

Oh yeah.

@MikeRamsey

Prepare

ToDie. @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 localand useful. @MikeRamsey

Things that are local.Sports TeamsWell Known PeopleGroups + Events

@MikeRamsey

Things that are usefulDirectionsFavorite spots Details

@MikeRamsey

Focus on one locationat a time until you finda winner.

Then go crazy.@MikeRamsey

@MikeRamsey Fantastic scale of neighborhood content

100’s of beautiful pictures of the neighborhood

@MikeRamsey

Here is how they scale it.

@MikeRamsey

Curated content shared with paid ads

REVERSE INFOGRAPHIC CONTENT CREATION.

Basically, take and Information and turn it into html written content

Just look at how Movoto does local lists.

@MikeRamsey

In EVERY city.

@MikeRamsey

And local videos that scale

@MikeRamsey

REI understands using local events to gain customers

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

IdentifyLocal Audien

ceCreate Goals

& Rules

Audit&

Analyze

Develop

TacticsCreateCalend

ar

Launch+

Promote

Measure&

Report

Refine&

Repeat

Local Content Strategy

@MikeRamsey

@MikeRamsey

Asana is freaking sweet for project management

IdentifyLocal Audien

ceCreate Goals

& Rules

Audit&

Analyze

Develop

TacticsCreateCalend

ar

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

IdentifyLocal Audien

ceCreate Goals

& Rules

Audit&

Analyze

Develop

TacticsCreateCalend

ar

Launch+

Promote

Measure&

Report

Refine&

Repeat

Local Content Strategy

@MikeRamsey

Things to trackRevenue/leads by LocationTraffic by locationSocial shares by individual page

@MikeRamsey

IdentifyLocal Audien

ceCreate Goals

& Rules

Audit&

Analyze

Develop

TacticsCreateCalend

ar

Launch+

Promote

Measure&

Report

Refine&

Repeat

Local Content Strategy

@MikeRamsey

You can’t fake being local.

@MikeRamsey

Mike Ramsey

Follow Me on Twitter @MikeRamseyOr Google.com/+MikeRamsey