Local is King and Content is Queen
If you're a small or medium-sized business, particularly in the service sector, you may find it difficult to use fresh content to market your business. Most of your customers aren't going to need to know how to clean their HVAC, because they'll be calling you to do it. So, where does that leave your content?
Content Marketing ABC's
A - Market your business with content nobody is going to read, but is filled with industry-based keywords to hopefully draw traffic - but maybe not local traffic;
B - Market your business with a static page, and other old school methods, and hope to draw traffic through word-of-mouth, or;
C - Use your content to show the quality of your business, based on the people and local experience.
In example A, you're basing a lot on the assumption that content is king. It's possible that people will be drawn to your page - but if they aren't local people, how is this helpful? Your website is there to draw traffic, but not just any traffic - you want conversions, which in the case of most small and medium business owners, is going to depend on drawing local traffic.
In example B, you're using your webpage as a general listing, so that people who are looking specifically for you will find you, and your contact information. There isn't usually anything wrong with this method, because it doesn't rely on the search engines as much as if you are trying to draw traffic from organic search. This marks the difference between the white pages and the yellow pages in a local telephone book - in one, people that are looking for you can find you; in the other, people that are looking for the services you provide can find you.
Example C takes content that will be of interest to the people you are targeting for conversion, and uses that to draw their attention, as well as keep it. For this reason, local is king. But without the content, the local information simply becomes another white page listing.
Local Benefit for Local Customers
When a potential customer seeks you out online, they're looking for something that benefits them. Whether they need your services now, or want to sign up for your newsletter to receive updates, knowing that you are a local business will help to inspire their loyalty - remember, people are loyal to people, not institutions.
If your company donated to the local hospital, and you have a photo of a big check being handed over, write about that. Use the same keywords you would if you were writing something nobody would read, including what you do, and where you're located, but let them read a story that makes investing in your company's success something that helps them to feel good.
If your company is taking part in a local event, advertise that on your website. Hopefully, the event's popularity will draw attention to your site in the process.
The King and Queen
Local businesses rely on local customers to keep them going. Local is king for the small or medium business. However, you can't expect success without good content - content that shows your customers, as well as the search engines, that your business is worth their time and money, so content must be queen. As most monarchies understand, kings and queens strengthen each other, and work best when working together.
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