There is something to be said for speaking to your community.  If you know your market and know your “tribe” then you should generally know what they like and don’t like. But constantly pandering to your community is not a content marketing strategy, it’s basically just “farts in the wind” as one of my  unnamed uncles would call it.  Sure, people notice it, but it’s not really going to leave a lasting impact on their lives.

“Why Portland Is The Greatest City On Earth”

Unless you sell real estate or maybe you’re a PDX tourism business, posts like this are a waste of time.

“Successful People Drink More Coffee”

This could make a good post for Insomnia Coffee or Starbucks. Unless you are trying to encourage your customers to drink more caffeine, and you don’t mind making your tea-drinkers feel left out, this is just pandering too.

Leave these ephemeral posts to the social content farms like Buzzfeed. Aren’t you tired of the constant feed of click bait on social network already?

“When The Kitten Jumped In The Box, It Was Cute, But What Happened Next Had Me In Stitches”

You know what had me in stitches?  Anyone who thinks posts like this are going to drive customers to their local business.


Content Marketing Means Adding Value

If you are not adding value, you are probably wasting your (and your target market’s) time.

Every post you make on social networks doesn’t need to be an investigative journalism piece, but when it comes to blogging and writing articles, you need to be adding value first.

Adding value does not have to be complicated and you are the expert at your business. Remember that.  Write it on a sticky note if you have to!


People want to know what you know.

People have questions about your product or service, about what you do. 

You know this because people ask you questions all the time.  Some of them are the same questions over and over… so why not give them the answers ahead of time? Use these questions to fuel your content creation.


Preaching To The Choir

With that said about pandering, there is no harm in preaching to the choir. Know your target audience and know what they like.  Find out if there is something they have in common and speak to that. But speak to it WHILE you are adding value.

If you are an exterminator, it’s ok to talk about hating bed bugs.  Pretty much every one of your customers doesn’t want bed bugs. If they did, they probably aren’t in your target market!

How you can add value in a case like this is easy:

  • How do I find out if they have bed bugs? Are there at-home tests?
  • How to you keep bed bugs from ever getting into your home? What are some preventative measures one can take?
  • How common are these gross little bugs? What risks do they pose?

Obviously no one likes the thought of having critters in their sleeping place.  It’s an emotional connection for people.  They like to feel safe in their home and especially in their beds!  Posting a gross picture and asking, “Who hates bed bugs?”, isn’t going to build trust with your potential clients.  Telling them ways they can find out if they have bugs, or ways to avoid having this issue, is going to build trust.

That sort of knowledge shows that you are an authority on the subject.

You are helping them solve a problem.  

You are also making an emotional connection with the subject matter.

And guess what?  If for some reason they have, or think they have bed bugs, who’s service are they going to use?  Yours!

Want more information about content marketing?  Why not join our mailing list?

You should, because if you are reading this, you know you will find valuable information on marketing your local business. And we won’t pander to you, no matter how awesome you are, or how much coffee you drink.