Are you tired of the never-ending struggle to produce unique and relevant content for your local audience?
Look no further, because the solution to your problem is here: localized curated content.
With curated content, you can find relevant, high-quality sources that resonate with your specific local audience, making your content both unique and appealing.
By taking the time to tailor messages specifically for certain demographics or geographic locations, businesses can increase engagement with their brands while also showing potential customers that they understand them on a more personal level.
In fact, 72% of a brand’s social media engagement comes from local pages! And 66% of brand impressions are also happening on local pages.
When executed correctly, this approach can be incredibly effective at driving sales and awareness around products or services.
Here at UpContent, we created a software that can help provide localized content in a scalable way, automatically surfacing localized content to a central place that easily integrates with the distribution tools you are already using.
Our proprietary crawler surfaces hundreds of thousands of articles daily, so you can feel confident that you’re getting the best and latest curated content for your needs.
So how do you use UpContent to find localized content? We’re going to review some benefits of using localized curated content and give you a step-by-step formula to become an expert in building a high-performing localized Topic.
When it comes to marketing, understanding your target audience is key.
And when it comes to localized content, understanding the demographics and interests of your local audience is even more crucial.
Localized content is all the rage in the marketing world, and for a good reason - it works.
But let's face it, creating unique, relevant, and high-quality content on a consistent basis can be a real pain in the a**.
That's where curated content comes in to save the day.
Using local content in order to showcase your presence in a community will help you build credibility as an individual or organization that "sees" the community rather than another branch of people to serve from its corporate headquarters.
Using localized curated content is a great way to get ahead in your industry because it shows potential customers that you understand them and their needs.
When you curate content that resonates with your audience deeply, you create a connection beyond simple brand recognition.
You create loyalty and trust.
Your audience will be more likely to remember you, buy from you, and recommend you to others.
If your competition does not use localized content, you have a huge opportunity to gain market share.
Localized content will help you stand out from the crowd by showcasing your awareness and desire to engage not only with the community as customers but also as a participant in the community’s growth and success - giving you an advantage over your competitors who simply blast the same messaging across all of their locations.
At the end of the day, the goal of any business is to make money.
Localized curated content can also help your business stand out in a crowded market by showcasing its understanding and appreciation of local culture and happenings, which in turn can lead to increased customer loyalty and repeat business, boosting ROI in the long term.
Localized content can be a powerful tool in your marketing arsenal when done correctly.
Once you have a solid understanding of your local audience, it's time to start curating content that will appeal to them.
And no, we're not talking about re-sharing the same old boring content that's been done a million times before and simply changing a word or two in the post.
We're talking about finding relevant, high-quality sources and putting your own spin on them to make them unique to your brand and local audience.
Building a localized topic that is filtered appropriately takes planning and may require adjustment, but once properly configured, it will become a critical source for engaging with the local community.
When building a Topic, you have the option to add queries. These queries help you refine the content that UpContent will find to match your Topic.
So, for example, we want to find content local to Pittsburgh, PA, so we could start with something like this:
(Pittsburgh) AND (“PA" OR Pennsylvania) AND (top 10 OR weekend OR event)
Once you’ve built your Topic, let UpContent search the interwebs for about 24 hours, then come back and evaluate what content has been curated for you.
While it will only take a few seconds to see results, giving your topic time to pull in relevant content over a longer period allows you to gain a more complete perspective on how well the keywords are performing - and what exclusions are needed.
Once you’ve added all of the keywords you want to include, then comes the exclusion part.
Usually, we recommend leaving the excluded words empty until you have a better idea of what kind of content you want to source, but when searching for localized content, exclusions will be necessary at some point.
But what type of content you will need to exclude will vary based on what happens, or doesn’t happen, in your area.
Maybe you’re curated content for a small town that is a retirement community and is relatively quiet, news speaking.
This means you will want to filter out obituaries, etc., so you could add
NOT (death OR crime OR police OR missed)
Some of the keywords and phrases we recommend putting in the exclusion section include
Once you’re finding the right kind of content and filtering out content you don’t want to see, defining your source list and setting that as the Topic Filter view is next.
You can set up your filter by changing the Source, Published, Show, Type, and Sort settings.
Repeat this process for as many filters as you want per Topic, then start building filters to use on other Topics!
Once built, you can continue to make the necessary tweaks or create additional Filter Views to support your curation process.
If you're not already using localized curated content in your marketing strategy, then you're missing out on a big opportunity.
Localized content can help you connect with your audience on a deeper level, give you an edge over your competition, and increase sales and ROI.
If you’re interested in utilizing UpContent to find localized content, check out our free 14-day trial, or talk to one of our Content Curation Experts today!
If you’re interested in learning how other companies utilize localized Topics, check out this Success Story from top localized content agency, BrandMuscle!