{"id":8549,"date":"2017-07-28T04:00:28","date_gmt":"2017-07-28T09:00:28","guid":{"rendered":"https:\/\/www.advicelocal.com\/?p=8549"},"modified":"2017-07-28T04:00:28","modified_gmt":"2017-07-28T09:00:28","slug":"local-content-marketing-plan-offer","status":"publish","type":"post","link":"https:\/\/www.advicelocal.com\/blog\/local-content-marketing-plan-offer\/","title":{"rendered":"The Five-Step, Quick Start Local Content Marketing Plan: Determine the Offer"},"content":{"rendered":"

As you know, I\u2019m all about data, local search and SEO. Each one of these is driven by my passion for helping local businesses and multi-location brands appear higher in search traffic<\/a>. An important component of this is creating content that attracts search engines, consumers \u2013\u00a0and converts. Today, you will learn more about just that.<\/p>\n

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Part 4: The Five-Step Local #ContentMarketing Plan by @BernieColeman #SEO<\/a><\/div>\n

Click To Tweet<\/a><\/p>\n

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Creating the Right Offer<\/h2>\n

I\u2019ve been on a journey to guide readers through creating a local content marketing plan<\/a>, and today we continue that journey with Step 4 of the plan \u2013 Determine the Offer! If you missed Steps 2 and 3, here\u2019s the link<\/a>. We will look at the topics, formats and styles of content you could create to engage the ideal target audience.<\/p>\n

1. Answer the Million-Dollar Question<\/h3>\n

When determining the offer, there\u2019s one big question to ask yourself:\u00a0Once I get the attention of the desired audience, what\u2019s going to motivate them to act?<\/em>\u00a0In other words, how are you going to entice prospects<\/a> to join the mailing list, make a purchase, take action for a good cause, or take some other desired action? The answer to this question dictates the substance of your content. It reveals what topics you should write about, which photos to showcase, the type of content offered, and the tone of the content (humorous, urgent, etc.).<\/p>\n

Any discussion of content today is not complete without mentioning RankBrain, the AI (artificial intelligence) algorithm Google created and how it looks at consumer intent<\/em> when searching, not just at the words the consumer types in the search box. Search engines appreciate good content just as any consumer does. When creating the content (offer) you need to remember to keep E-A-T \u2013 Expertise, Authoritativeness, and Trustworthiness in mind.<\/p>\n

2. Be the Problem Solver<\/h3>\n

People tend to be motivated by self-interest, so consider what you can offer that will be helpful to the prospect. That often means solving a problem or filling a need, which in turn means you should spend some time identifying consumer \u201cpain points.\u201d Take a look at these examples and solutions:<\/p>\n