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BizReport : Blogs & Content archives : January 25, 2010

To engage consumers use local content

When it comes to content most newspapers and television stations seem to have a corner on the market. But the local marketplace is begging for more content - be it upcoming events, news items or organizational information. Local businesses are in prime position to provide their own local content to consumers, and perhaps get some play on newspaper or television websites at the same time.

by Kristina Knight

EggZackLogo2.gif"Local content is a huge problem," said Jon Zack, co-found, EggZack. "Local content is a huge problem and we realized we were missing one element: that local content doesn't truly exist. Small businesses and organizations are still not taking advantage of online content."

The new EggZack solution could be a help to local businesses with content by giving them access to a single interface in which to produce the content. Newsletters, event flyers and even newsy bits about achievements by management can be created, uploaded and distributed in a single location.

Why do businesses and brands need local content? The consumer factor. Consumers are looking for things to do on weekends, events to attend and some are even looking for specific business information. Putting your newsletter or event online gives the consumer access to that information so they can do something about it.

"Events are more likely to get read and get looked at by consumers," said Zack. "Because [consumers] are always looking for what to do. But the news side, "John Smith Gets Promoted" for example, keeps the business name in the consumer consciousness."

How can businesses put their information online and in the public consciousness without getting lost in the noise of the Internet? Social networks. Although consumers have to be logged in to get the information, the sheer number of social networkers means that consumers will hear about the event and probably share it with friends and family by retweeting or posting a link in their status update bars.

"Social networks are becoming the new search engine," said Zack. "We believe that if you can update content twice a month it's great. Once a week is better, but there has to be a reason to write about the event, product or new item."

Tags: EggZack, local content, online content, social content, social marketing, social networks, Twitter

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