Act locally. Think globally.
The mantra made popular by the recently deceased 'Occupy Wall Street movement' is a super-hot consumer trend right now. And though some of us like to blog for fun, most of us would like to see some Benjamins thrown our way for our hard work. (Can I get an ‘Amen’!?)
Granted, there is a problem with working an exclusively local angle, and I’m sure you’ve already guessed it. Local and independent businesses generally don’t have the dough to advertise on multiple platforms, which means you can’t rely on local businesses to fund your blog.
Siiigh. Looks like you’ll be relying on Google AdSense and the other standard ways of revenue generation.
Ok, now that you’ve heard the downside, cheer up! By making your blog a local hub, you can expand your network, generate popularity and gain a real cultural presence.
Newbies can form blogs based on a single local angle and blogging vets can reshape a blog to include one.
Here are some really cool local blogs from NYC for inspiration.
Overheard in New York --Hilarious snippets of overheard conversation. In addition to NYC, the blog compiles funny tidbits from eavesdroppers at the beach, the office and everywhere outside of the Big Apple.
New York Daily Photo -- An impressive work of journalistic talent, this blog includes short written descriptions accompanying some pretty amazing photos. It delivers exactly what it promises: a snapshot of New York City life.
Are your creative juices flowing yet? If not, you should research your competition.
Top Tech Blogs
Top Fashion Blogs
Top Food Blogs
Top Entertainment Blogs
Top Music Blogs
Top Business Blogs
Okay, hopefully one of those was relevant. If not, do your own Google search.
To really maximize the potential of the local trend, it’s important to consider your blog as a mini-publication. You’ll need photos, regular contributors, a reliable publishing schedule and a fresh voice and design that makes you stand out from your competitors.
Obviously, it’s going to begin small as your blog most likely has only one person at the helm. While you’re acting as webmaster, photographer, writer, editor and all-around superhuman – it’s easy to feel overwhelmed.
In the beginning of your blogging career, focus on a narrow field of topics and highlight your expertise. Whenever possible, make a connection to a local story or point of view. Once you mention a place, business or specific person, you can link your blog post to an affiliate’s Facebook page or you can offer to allow a re-print on their own blog or website.
For example, if you’re a food blogger, and you fall in love with a restaurant, send a copy of the review to the restaurant manager and ask permission to share it on their Facebook page or to publish a link on their Website. (Never be bashful about making a follow-up phone call. People who aren’t in media don’t have the same concept of deadlines and immediacy.) Once the review is posted on the restaurant’s page, the fans will read the review and will subsequently browse the rest of your blog.
There ya go! The restaurant gets good press, possibly some good quotes for PR, and you get a piece of the restaurant’s Web traffic.
It may take a more creative strategy for other topics, but the background is the same.
1) Check the competition.
2) Identify your strengths.
3) Corner a small niche with the local factor.
Always keep a national (or global) audience in mind. You may find that being a successful local blogger is enough, but the general idea is to become a big fish in a small pond before jumping into the ocean. By becoming a reliable local authority on your topic, you can build the partnerships, experiences and notoriety that will help you enter the larger blogging market as a sharp competitor – possibly with employees!
