To continue the discussion I began in the last post about why Content Marketing is important, today I will provide some tips to help local businesses develop content.
The starting point will generally be your website. The exact content on your site will depend on the type of business you are, but if you are a brick and mortar business, a critical part of your site involves your location(s). If your business only has one location, you might not need an actual location page – but only if your homepage is acting as your location page. For businesses with multiple locations, you’ll definitely want to have a unique landing page for each one, along with an index of all of the pages. As your total number of locations grows, the number of levels/pages within your index will also grow, generally divided by region.
On your location page(s), you’ll want to include the unique contact information for that location, along with most or all of the following:
- hours of operation
- service area covered
- an embedded Google map of your location
- pictures of the location, to help customer identify you as they approach
- directions, landmarks, or other tips to help people find you
- products, services, or other factors that are unique to that location
- testimonials from customers that reference that location
- links to more detailed directions pages from major landmarks or surrounding towns
As your business evolves, you’ll want to keep your location pages up-to-date. Then, you’ll want to consider other ways that you can add content to your site.
Website Sections that can Grow
A blog is the most basic tool that can be used to easily add content to a website. This content is added chronologically and/or by category. Which begs the question, what are some categories of a blog that are useful for a local business? Here are some ideas:
- product or service updates
- company announcements
- employee profiles
- case studies
- featured complimentary partners
- local resources of interest to your target market (even if these are not related to your own product and service in any other way)
Of course, you can create other sections of your site that can grow over time. Or, you can always use blogging technology without calling your content a blog. The important thing is not what you call it or exactly where it lives, but to have at least one place on your site that easily accommodates fresh content.