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PART II - THE HOW OF …

content

How to CREATE

A LOCAL CONTENT ECOSYSTEM

local

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How TO create Local

CONTENT

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 socially compelling content

• Keeping your content fresh

The goal is to build a local ecosystem

LOCAL CONTENT IS A GAME OF

MARATHON COLLABORATION

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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

• 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

LOCAL IS NEVER

DONE

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THE YIN & YANG OF LOCAL CONTENT

WIN BY MEETING

TWO NEEDS

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Why should I post my <local

content>?

Where should I look to solve

my <local need>?

SUPPLY DEMAND

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SUPPLY CHALLENGES

Only 1% of people are content creators

• The cool local stuff isn’t posted anywhere formal [lack of reward/incentive]

• Big stuff is posted everywhere/ many times

• Nobody is taking out the trash [more content in - nothing leaves]

CAN’T FIND, WON’T CREATE"

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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?

Lisly lists are extensible, shareable, findable & embeddable anywhere

This deck applies to local content with or without Listly.

Using Listly just simplifies the collaboration & enhances organic search

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REWARD CREATORS WITH DISCOVERY TO

UNLOCK THE CONTENT SUPPLY PROBLEM

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DEMAND = QUESTIONS

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

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WHAT’S HAPPENING

HERE TONIGHT?

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DEMAND HAS MANY

FACES

Think about your target persona

Give each segment a name and paint a picture with words

• What do they need?

• What words do they use?

• 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

"YOUR CUSTOMER

IS MULTIPLE PERSONA?

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SUPPLY DEMAND1. LOCAL

Community Audit

2. BE AN ACTIVE

CONSUMER

3. MEET N GREET

4. Content Audit

5. Finders Keepers

6. Reviews, AWARDS & STORIES

7. GLOBAL- NATIONAL CONTEXT

8. Leave Gaps /Go

Niche

9. Celebrate & SHARE OFTEN

10. ACT WITH GENEROSITY

in mind

11. Seek out DIVERSE CONTENT & COLLABORATORS

12. Embrace Competition

13. BE THE LOCAL

TORTOISE14. FEED & WATER

15. CARE FOR THE YOUNG & OLD

16. TERMS OF VICTORY

17 STEP PLAN TO CREATING A LOCAL ECOSYSTEM

17. Find sponsors/ get funding

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1. LOCAL Community

Audit

Connect with people and ask for help making these lists:

• Local bloggers & news sources

• Local connectors

• 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

PEOPLE BEFORE

CONTENT

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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

!

!

2. BE AN ACTIVE

CONSUMER

COMMENT LIKE A LOCAL"

"follow lurk

lead

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3. MEET ’N’ GREET:

Local & Often

Online Social Media is great, but locally you have no excuses

• Listen, learn & ask curious questions

• Help people solve their needs by connecting people.

• 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

HANDSHAKES & HUGS""

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4. Content Audit

Which local content exists? Who uses it?

Make the following lists:

• Local news sites for <location>

• 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

TOO MANY SPECIALIZED

APPS

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5. Finders Keepers

HELP THE HELPERS: BE

THE GLUE

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

• 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)

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6. Reviews, AWARDS &

STORIES

RECOGNIZE THOSE WHO CONTRIBUTE

ANYWHERE

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

Think Tom Sawyer & whitewashing

Make contribution look like fun and people will want to play

Tell stories about the people in your local community. Help others find them

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7. GLOBAL- NATIONAL CONTEXT

EMBED & REUSE GREAT CONTENT

BY ADDING LOCAL CONTEXT

Find national or global content & give it local context

Translate why national & global issues can be applied to your location

!

!

Often this means repurposing a vidoes, slides, images, lists & even audio (aka

embedding)

You bring value to your community by adding content & meaning

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8. Leave Gaps /Go Niche

To win locally you need to avoid the obvious don’t duplicate. Own something

unique and build from there

• 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

BECOME A TRUSTED SOURCE

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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

Celebrate when:

• People add content, people vote, when they share , embed & when your list hits key milestones

Sharing your content is also celebrating

DON’T CREATE IN

SILENCE

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10. ACT WITH GENEROSITY

in mind

FOCUS ON WHAT YOU

GIVE

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Bring value & utility to all

you meet

Rewards will come over

time

GIVE GETadvice

feedback introductions

attention suggestions

writing/content

commenting sharing

help connections belonging

ideas inspiration

support traffic

included participation

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11. Seek out DIVERSE

CONTENT & COLLABORATORS

You will have more impact by offering unique & high utility content

• Obvious is boring

• Unique is interesting

• 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

FUNKY QUIRKY &

ECLECTIC

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12. Embrace Competition

Competition is good

Competition is proof of demand

Competitors can be allies

Who does what you do in other locations?

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

LENS OF THE LIKE-

MINDED

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13. BE THE LOCAL

TORTOISELONG+SLOW

vs SHORT+FAST

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FAST: Random grabs for attention

SLOW: Stream of unique

local content

FORGETREMEMBER

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)

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14. FEED & WATER

The best local content is conceived by many and grows slowly over time

• Your content is the hook to find more contributors and helpers

• 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

GREAT CONTENT, LIKE PRODUCTS, HAS

A LIFECYCLE

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15. CARE FOR THE YOUNG

& OLD

KEEP YOUR CONTENT

ALIVE

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Keep planting new seedling

content

Extend & prune mature

content

SEED FEEDThere are

always new content crops that you can

plant

Mature content can

flourish again with

some love & attention

Plan your schedule to

include revisiting

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16. TERMS OF VICTORY

Local content is all about picking search terms that people will use to answer

their questions & solve immediate needs

• What terms/questions does your target persona care about?

• 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

QUESTIONS ARE THE KINGS OF

LOCAL

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17. FIND sponsors/

get funding

SOCIAL UTILITY

HAS VALUE

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LOCAL SPONSORS/

FUNDING

LOCAL CONNECTION/COMMUNITY

EXPOSE CONNECTFunding exists

for local content

Tourism

Local Govt

Economic Development

Chambers of Commerce

People want to connect to

locals & tourists

Today’s & tomorrow’s

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SUPPLY DEMAND1. LOCAL

Community Audit

2. BE AN ACTIVE

CONSUMER

3. MEET N GREET

4. Content Audit

5. Finders Keepers

6. Reviews, AWARDS & STORIES

7. GLOBAL- NATIONAL CONTEXT

8. Leave Gaps /Go

Niche

9. Celebrate & SHARE OFTEN

10. ACT WITH GENEROSITY

in mind

11. Seek out DIVERSE CONTENT & COLLABORATORS

12. Embrace Competition

13. BE THE LOCAL

TORTOISE14. FEED & WATER

15. CARE FOR THE YOUNG & OLD

16. TERMS OF VICTORY

17 STEP PLAN TO CREATING A LOCAL ECOSYSTEM

17. Find sponsors/ get funding

Copyright Boomylabs 2011-2013

listly = Social collaborative

embeddable lists

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

PEOPLE LOVE LISTS

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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 can be used to curate existing content. They can be used to create

original content

Lists can just be used to help you organize ideas, but you will quickly see

the value of the ideas that Lists = Content

LISTS =CONTENT

=COMMUNITY

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LOCAL LISTS = JUST ONE WAY

TO UTILIZE LISTLY

Listly has many uses What’s your Listly?

LISTS =TOOL

=UTILITY

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