How to guide for local content creation. Got a local content ecosystem? Are you thinking supply & demand? .
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How to guide for local content creation. Got a local content ecosystem? Are you thinking supply & demand? .

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This is not a content strategy ...

This is not a content strategy

It's a people strategy for content strategy

Winning locally online begins from winning people in real life.

Content that is collaboratively created and shared and fed and watered will help you win local online niche segments

This works if you build a community and make it a community initiative

This works if you keep the content alive and if you encourage many people to share and embed the content

It's about building a local content ecosystem

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How to guide for local content creation. Got a local content ecosystem? Are you thinking supply & demand? . How to guide for local content creation. Got a local content ecosystem? Are you thinking supply & demand? . Presentation Transcript

  • W OF … THE HO RT II PA EATE to CR How STEM: ECOSY NTENT AL CO A LOC GUIDE STEP A 17 Copyright by dh87 on 2011-2013 Image Boomylabs Flickr via CC Copyright Boomylabs 2011-2013 local content
  • How TO create Local CONTENT Copyright Boomylabs 2011-2013 " LOCAL CONTENT IS A GAME OF MARATHON COLLABORATION Copyright Boomylabs 2011-2013 Image by thomasleuthard on Flickr via CC This is part II of the III part series This deck focuses on the HOW of local content creation with an 17 step plan This deck aims to help you solve the three core challenges of creating socially compelling local content • Finding your audience • Scaling the creation of cc socially compelling content • Keeping your content fresh The goal is to build a local ecosystem
  • Can You Satiate Local Curiosity? Local is a source of eternal curiosity Local knowledge exceeds Local Content More content exists than is findable in a useful form on the internet • " Copyright Boomylabs 2011-2013 LOCAL IS NEVER DONE Copyright Boomylabs 2011-2013 Image by pinksherbet on Flickr via CC Local changes daily • Local is niche and specialist • Local is local • Local is relevant in time and space • Local is both fast and slow changing People, places, events, venues come & go
  • Copyright Boomylabs 2011-2013 THE YIN & YANG OF LOCAL CONTENT " WIN BY MEETING TWO NEEDS Copyright Boomylabs 2011-2013 Image by enzofloyd on Flickr via CC Why should I post my <local content>? Where should I look to solve my <local need>? SUPPLY DEMAND
  • SUPPLY CHALLENGES Only 1% of people are content creators Copyright Boomylabs 2011-2013 WON’T CREATE Copyright Boomylabs 2011-2013 Image by mysza on Flickr via CC Big stuff is posted everywhere/ many times • " The cool local stuff isn’t posted anywhere formal [lack of reward/ incentive] • CAN’T FIND, • Nobody is taking out the trash [more content in - nothing leaves]
  • local blogs of global niche apps? Where do you look for local content? • Ebay, Meetup, Eventbrite, Plancast, Craigslist, Kijiji etc Do niche apps leave you bewildered? Copyright Boomylabs 2011-2013 Lisly lists are extensible, shareable, findable & embeddable anywhere " REWARD CREATORS WITH DISCOVERY TO UNLOCK THE CONTENT SUPPLY PROBLEM Copyright Boomylabs 2011-2013 Image by opiumpoppy on Flickr via CC This deck applies to local content with or without Listly. Using Listly just simplifies the collaboration & enhances organic search
  • Copyright Boomylabs 2011-2013 DEMAND = QUESTIONS " WHAT’S HAPPENING HERE TONIGHT? Copyright Boomylabs 2011-2013 Image by quinnanya on Flickr via CC Just about any local question has unique complexities. Each question requires unique local knowledge Local is a challenge because so many people /brands businesses have a self interest. True local collaborative content has yet to emerge • You need to search in many places • No single destination. Need to know sites specific to your location • Google alone is not enough
  • DEMAND HAS MANY FACES Think about your target persona Give each segment a name and paint a picture with words Copyright Boomylabs 2011-2013 " IS MULTIPLE PERSONA? Copyright Boomylabs 2011-2013 Image by rnugraha on Flickr via CC What do they need? • What words do they use? • YOUR CUSTOMER • What will entice them to join you and become helpers and content contributors? Find real people that fit each persona & make them your friends and allies
  • 17 STEP PLAN TO CREATING A LOCAL ECOSYSTEM SUPPLY DEMAND 8. Leave 2. BE AN 7. GLOBAL- 4. Content 1. LOCAL Gaps /Go ACTIVE NATIONAL Audit Community Audit Niche CONSUMER CONTEXT 3. MEET N 5. Finders 12. Embrace GREET Keepers Competition 9. Celebrate 11. Seek out 13. BE THE & SHARE DIVERSE CONTENT LOCAL OFTEN 14. FEED & TORTOISE & COLLABORATORS WATER 16. TERMS OF 6. Reviews, 15. CARE FOR THE VICTORY AWARDS & YOUNG & OLD STORIES 10. ACT WITH 17. Find sponsors/ GENEROSITY get funding in mind Copyright Boomylabs 2011-2013
  • 1. LOCAL Community Audit Connect with people and ask for help making these lists: "BEFORE Copyright Boomylabs 2011-2013 CONTENT Copyright Boomylabs 2011-2013 Image by victoriapeckham on Flickr via CC Local bloggers & news sources • Local connectors • PEOPLE • Local good doers (charities/causes) • Local Gov, Bodies & Groups Who can help you? Who can be your allies? Discover the local back story/ back channel. Infiltrate to locarati Be a helpful local resource & social connectors. Help people by listening
  • 2. BE AN ACTIVE CONSUMER Follow all people you discover & the places they write • Read and share their content • Comment on their blogs • Apply to guest blog or be a regular contributor Copyright Boomylabs 2011-2013 ! " COMMENT LIKE A LOCAL Copyright Boomylabs 2011-2013 Image by thomasleuthard on Flickr via CC ! lead follow lurk
  • 3. MEET ’N’ GREET: Local & Often Online Social Media is great, but locally you have no excuses Copyright Boomylabs 2011-2013 " & HUGS Copyright Boomylabs 2011-2013 Image by marfis75 on Flickr via CC Listen, learn & ask curious questions • Help people solve their needs by connecting people. • HANDSHAKES • Go to events. Create your own niche event(s) if they don’t exist • Form alliances & build social bonds Be visible. Let others find you. Anchor your content in hugs & handshakes not backlinks
  • 4. Content Audit Which local content exists? Who uses it? Make the following lists: " SPECIALIZED Copyright Boomylabs 2011-2013 APPS Copyright Boomylabs 2011-2013 Image by jamadams on Flickr via CC Local news sites for <location> • TOO MANY • Local event sites for <location> • Local deal sites for <location> • Local resources for <location> • Local Experts in <location> Don't complete the list yourself. Share your lists, add 2-3 items to begin. Ask people to help. See Step 1
  • 5. Finders Keepers Your local initiative will fail if you expect quick wins & instant glory Don’t do all the work yourself, this will drain your energy, emotions & resources Copyright Boomylabs 2011-2013 • " HELP THE HELPERS: BE THE GLUE Copyright Boomylabs 2011-2013 Image by pigpilot on Flickr via CC Help the finders find you • Help the finders help your blossoming local community • Help people realize they can help and be a helper Getting found organically you will retain your local rankings (you’ll get found more)
  • 6. Reviews, AWARDS & STORIES Very few people stand out See the 1% rule - 90% of people lurk Make them care. Make them want to be a contributor to the community at large Think about a bigger pie Copyright Boomylabs 2011-2013 Think Tom Sawyer & whitewashing RECOGNIZE THOSE Make contribution look like fun and people will want to play ANYWHERE Tell stories about the people in your local community. Help others find them " WHO CONTRIBUTE Copyright Boomylabs 2011-2013 Image by kumaravel on Flickr via CC
  • 7. GLOBALNATIONAL CONTEXT Find national or global content & give it local context Translate why national & global issues can be applied to your location ! " Copyright Boomylabs 2011-2013 EMBED & REUSE ! GREAT CONTENT Often this means repurposing a vidoes, slides, images, lists & even audio (aka embedding) CONTEXT You bring value to your community by adding content & meaning BY ADDING LOCAL Copyright Boomylabs 2011-2013 Image by anieto2k on Flickr via CC
  • 8. Leave Gaps /Go Niche To win locally you need to avoid the obvious don’t duplicate. Own something unique and build from there • Copyright Boomylabs 2011-2013 " BECOME A TR USTED SOURCE Copyright Boomylabs 2011-2013 Image by seyyed_mostafa_zamani on Flickr via CC Go niche/specialist/quirky/fun • Being too helpful disinvents people from contributing (leave gaps) • The more people who help the more trusted your content will be Focus on providing utility, focus on becoming a project people want to associate with & participate in
  • Copyright Boomylabs 2011-2013 9. Celebrate & SHARE OFTEN " High utility local content is not a solo act It’s a contact sport. Involve people. Celebrating victories has multiple benefits. Helpers feels valued & observers learn you need/want/ appreciate help DON’T CREATE IN SILENCE Copyright Boomylabs 2011-2013 Image by pedrosz on Flickr via CC Celebrate when: • People add content, people vote, when they share , embed & when your list hits key milestones Sharing your content is also celebrating
  • 10. ACT WITH GENEROSITY in mind " Copyright Boomylabs 2011-2013 FOCUS ON WHAT YOU GIVE Copyright Boomylabs 2011-2013 Image by followtheseinstructions on Flickr via CC Bring value & utility to all you meet Rewards will come over time GIVE GET advice help feedback connections introductions belonging attention ideas suggestions inspiration writing/ support content traffic commenting included sharing participation
  • 11. Seek out DIVERSE CONTENT & COLLABORATORS You will have more impact by offering unique & high utility content Copyright Boomylabs 2011-2013 " & QUIRKY ECLECTIC Copyright Boomylabs 2011-2013 Image by thomasleuthard on Flickr via CC Obvious is boring • Unique is interesting • FUNKY • Useful is valuable • Helping is sexy When your content solves someone’s pain in their moment of need, you will likely pick up a fan and a new helper
  • 12. Embrace Competition Competition is good Competition is proof of demand Competitors can be allies Copyright Boomylabs 2011-2013 Who does what you do in other locations? " LENS OF THE LIKEMINDED Copyright Boomylabs 2011-2013 Image by thomasleuthard on Flickr via CC Don’t just think direct competitors Seek out competitors locally & in remote markets Test the water & see if they have an open mind to exploring & collaborating
  • Copyright Boomylabs 2011-2013 13. BE THE LOCAL TORTOISE " LONG+SLOW vs SHORT+FAST Copyright Boomylabs 2011-2013 Image by wwarby on Flickr via CC SLOW: Stream of unique local content FAST: Random grabs for attention REMEMBER FORGET safe, loyal trusted content source episodic, serialized & expected organic search stream no connection to audience link bait lightening in a bottle spikes of traffic (that need replacing)
  • 14. FEED & WATER The best local content is conceived by many and grows slowly over time Copyright Boomylabs 2011-2013 " CONTENT, LIKE PRODUCTS, HAS A LIFECYCLE Copyright Boomylabs 2011-2013 Image by Ian Sane on Flickr via CC Your content is the hook to find more contributors and helpers • GREAT • More helpers bring you more embedded content • More embeds = More discovery Plan to revisit and add to your content slowly over time. Ask your community to do the same. Keep promoting & extending the life of your content This is how your dominate local niches
  • 15. CARE FOR THE YOUNG & OLD Copyright Boomylabs 2011-2013 " KEEP YOUR CONTENT ALIVE Copyright Boomylabs 2011-2013 Image by rocketboom on Flickr via CC Keep planting new seedling content Extend & prune mature content SEED FEED There are always new content crops that you can plant Mature content can flourish again with some love & attention Plan your schedule to include revisiting
  • 16. TERMS OF VICTORY Local content is all about picking search terms that people will use to answer their questions & solve immediate needs • Copyright Boomylabs 2011-2013 " QUESTIONS ARE THE KINGS OF LOCAL Copyright Boomylabs 2011-2013 Image by thomasleuthard on Flickr via CC What terms/questions does your target persona x about? care • What does victory look like? Make a list. Which search terms would you like to occupy the No.1 spot on Pg 1 of Google for your location? We will dig deeper into what local content to create in Part III of this three part series
  • 17. FIND sponsors/ get funding " Copyright Boomylabs 2011-2013 SOCIAL UTILITY HAS VALUE Copyright Boomylabs 2011-2013 Image by youasamachine on Flickr via CC LOCAL SPONSORS/ FUNDING LOCAL CONNECTION/ COMMUNITY EXPOSE CONNECT Funding exists People want for local to connect to content locals & tourists Tourism Today’s & Local Govt tomorrow’s Economic Development Chambers of Commerce
  • 17 STEP PLAN TO CREATING A LOCAL ECOSYSTEM SUPPLY DEMAND 8. Leave 2. BE AN 7. GLOBAL- 4. Content 1. LOCAL Gaps /Go ACTIVE NATIONAL Audit Community Audit Niche CONSUMER CONTEXT 3. MEET N 5. Finders 12. Embrace GREET Keepers Competition 9. Celebrate 11. Seek out 13. BE THE & SHARE DIVERSE CONTENT LOCAL OFTEN 14. FEED & TORTOISE & COLLABORATORS WATER 16. TERMS OF 6. Reviews, 15. CARE FOR THE VICTORY AWARDS & YOUNG & OLD STORIES 10. ACT WITH 17. Find sponsors/ GENEROSITY get funding in mind Copyright Boomylabs 2011-2013
  • Copyright Boomylabs 2011-2013 listly = Social collaborative embeddable lists " PEOPLE LOVE LISTS Copyright Boomylabs 2011-2013 Image by pinksherbet on Flickr via CC Lists are quick to consume Lists are highly shareable (item or list) Lists are embeddable on blogs as interactive content Lists are optimized for organic search results Lists are designed as social collaborative content Lists are designed to change over time & become more valuable as more people contribute
  • Copyright Boomylabs 2011-2013 TRY LISTLY NOW put the 17 steps into action in your community Lists can be a great tool to help you build your local community Lists help you get found and help the people who helped get found Listly lists are highly reusable content that bloggers can use to create posts LISTS Lists can be used to curate existing content. They can be used to create original content =COMMUNITY Lists can just be used to help you organize ideas, but you will quickly see the value of the ideas that Lists = Content " =CONTENT Copyright Boomylabs 2011-2013 Image by thomasleuthard on Flickr via CC
  • Copyright Boomylabs 2011-2013 LOCAL LISTS = JUST ONE WAY TO UTILIZE LISTLY " LISTS =TOOL =UTILITY Copyright Boomylabs 2011-2013 Image by pennuja on Flickr via CC Listly has many uses What’s your Listly?
  • was this guide (Part II) valuable ? L 1 3 We’d appreciate you liking, sharing & embedding this deck (or list) LIKE SHARE EMBED Don’t miss Part I of this three part series: The Why of Local Don’t miss Part III The How of Local PART I Part III Copyright Boomylabs 2011-2013