Content marketing is a crucial aspect of any local digital marketing strategy. When planned and executed properly, it increases local business’ brand awareness, builds customers’ trust, and helps them position themselves as reliable sources of information. Above all, it drives qualified traffic, earns backlinks, and increases conversions.
So, no matter if you’re a freelance content strategist or you’re working in-house for a local small business, here are 8 powerful tools that will make your job easier.
Identifying Local Audiences: Finteza
Finteza is a comprehensive set of webmaster tools. One of its major benefits lies in the fact that it gives you an insight into bot traffic and provides real-time visitor statistics. Namely, it measures the quality of traffic and offers information about visitors’ origin. You can select the traffic type and then analyze it from different viewpoints, such as users’ geographical location, devices, languages, platforms, and so forth. It even lets you segment your traffic and create detailed reports faster. For example, with Finteza, you can measure the bounce rate from an iOS user settled in the US, who was directed to your page from a Twitter ad.
Knowing where your visitors come from, what devices they use, and what platforms and channels they rely on to find your content will help you optimize your content campaigns easier.
Finding Local Keyword Ideas: KW Finder
When creating awesome content, you want it to appear in relevant local searches. That’s why targeting and optimizing for generic keywords with a competitive search volume won’t work for you. Instead, you need to identify local keywords your audiences use when conducting searches. That’s where tools like KW Finder shine. It offers thousands of locations that will help you narrow your keyword research. The keywords can be searched by:
- cities (San Francisco)
- regions (Los Angeles DMA)
- countries (Germany)
- states (Kansas)
- countries, departments (Paris Ile-de-France Department)
You just need to type the desired location and choose the right one from the dropdown menu. You can also research the keywords by your audience’s language. Once you click on the “find keywords” button, you will get the information about the keyword search volume.
Competitor Analysis: Similar Web
If you know who your client’s major competitors are, why not analyze their websites to see how much traffic their content gains each month or what keywords they rank for? In this case, SimilarWeb is the right option for you. It gives you actionable data on your rivals’ top pages, traffic sources, and keywords. It offers free plans, as well as enterprise pricing. All you need to do is enter a site’s URL and you will get insights into their total visits, traffic by country, traffic sources, etc. One of its most interesting features is Referrals, showing what sites are sending traffic to a client’s site.
Overcoming Localization Challenges: ProtonVPN
Say you’re a freelance content marketer in Paris, working for a client based in New York. Your goal is to build a content strategy that works for their local audience. And, to do so, you need to analyze their local competitors and search for relevant local keywords. The only problem is that Google will show the results relevant to your location and previous searches. To avoid such biased searches and get more accurate search results, use VPNs.
A VPN is not only a tool that masks your IP and reroutes your traffic to a different server. For many digital marketers and SEOs, it’s an important research tool. With it, you can “trick” search engines that you’re from the country you’re trying to learn more about.
Freelance marketers can use many free VPN options and the most popular of them is ProtonVPN. Register for the free trial version and when it expires, you will automatically switch to its free limited version. The major benefits of the free plan are unlimited traffic, high speed, user-friendly apps, and no ads. Small businesses can invest in its Basic, Plus, or Visionary plans.
Brainstorming Local Content Ideas: BuzzSumo
Finding topics that are authentic, fresh, and relevant to local audiences is not always easy. That’s where BuzzSumo can help. All you need to do is enter your keyword and the tool will display the trending industry content. You can also choose additional filters, such as the country TLD, languages, the age of a page, etc. For each topic, BuzzSumo will display social media engagement stats, the number of backlinks, and its evergreen score.
Local Influencer Research: Dibz
Backlinks are one of Google’s most significant ranking factors, as they indicate the quality and relevancy of your content. They also boost your content’s online exposure and drive more qualified traffic to your website. Finally, backlinks from reputable local sites in your niche will also increase your industry authority.
Unsurprisingly, you need to find influential local websites to contribute to and that’s where you can rely on Dibz. This is an automated link-building tool. With it, you can apply multiple advanced search operators to find relevant local searches. The tool also has an in-built Spam Filter. Specify the website auditing criteria you want the tool to use during the research and it will automatically filter out all irrelevant or poor-quality results.
Social Media Management: Buffer
When running an effective social media campaign, you need to understand when your local audiences are online and schedule your posts accordingly. Sure, you can promote your content manually, but it will eat up lots of your time and result in many inconsistencies in your sharing strategy.
That’s why many content marketers invest in effective social media management tools like Buffer. Buffer lets you plan, schedule, and post your content across multiple channels, from a single dashboard. With it, you can create drafts, review posts before approving them, and easily share access with your team members.
It also has the analytics feature, that provides in-depth reports. Focus on audience demographics to see who consumes your content, as well as engagement rates to see whether your posts resonate with your target audience.
Localized Email Marketing Campaigns: MailChimp
Apart from social media, email marketing is one of the most effective ways to promote your local content, boost traffic, and encourage conversions. And, MailChimp is often the first choice of many local digital marketers for a few reasons.
First, it offers a free email marketing service plan. Sure, to get the advanced features, such as multichannel customer support, marketing automation options, or email list segmentation, you will need to invest in one of its paid plans.
Second, it can be integrated with WordPress, Shopify, Magento, and a lot of other platforms.
Third, its automated and easy to use autoresponders and email builders will simplify your job.
Most importantly, it lets you segment your email list. You can choose delivery times based on recipients’ time zones and segment your emails by their geolocation.
Producing and promoting high-quality local content is not easy. It requires lots of research and strategizing. And, to succeed, you need to back your content strategy up with the right tools. The eight tools listed above will facilitate your research process and automate some repetitive and time-consuming tasks.
Apart from these tools, there are many tools you can use during the content creation process, such as quality stock photo/video sites, visual content creation tools, plagiarism checkers, or writing apps. We will discuss them next time.
Hope this helps!