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Melissa Popp on Consumer-Centric Storytelling in Content Marketing
Storytelling plays a crucial role in implementing memorable and effective marketing strategies that stand out from the crowd.
Host Claire Carlile, is joined by Melissa Popp, to discuss how storytelling can connect brands with their local audiences. They also cover the importance of authentic and unique content, how to get buy-in from various departments, common content creation shortcomings for SMEs, measuring ROI, and so much more. Seriously, this episode is jam-packed!
If you are a local marketer looking for an effective way to connect and engage with your audience, this is a must-listen.
You will learn:
- What is meant by the terms 'local narratives' or 'storytelling in marketing'
- Why unique and authentic content is important in today's SERP landscape, and the impact of the recent Google leak
- How 'brand' and 'storytelling' complement one another
- How to get that all-important buy-in from various departments
- What the common shortfalls in content creation are for SMEs (and even larger brands and enterprises)
- How to do storytelling at scale for multi-location businesses and how to effectively measure ROI
- Plus so much more...
Timestamps:
02:16 - Explanation of 'Local Narratives'
03:13 - Importance of unique content
03:29 - Google leak and its impact on unique content
06:15 - How brand and storytelling work hand-in-hand
07:49 - Content volume is the wrong metric
09:15 - Common content marketing shortfalls for SMEs (and larger brands)
14:27 - How tone of voice can be a challenge
15:40 - Melissa's 'Buyers Journey Process' specific to SEO
17:47 - Finding your origin story
24:07 - The role of customer stories
25:00 - Being too hung up about keywords
26:10 - 'Room 404' segment
29:00 - How to do it at scale
35:00 - Measuring ROI
36:38 - 'Recipe for Success' segment
About Claire (Host)
Claire Carlile is a Chartered Marketer (MCIM) and is BrightLocal's Local Search Expert. Her work at Claire Carlile Marketing, where she helps businesses of all sizes make the most of the local search opportunity, allows her to provide real-world skills and expertise to what BrightLocal does.
Where to find Claire
Website
Twitter (X)
About Melissa (Guest)
Melissa is the Content Strategy Director at RicketyRoo. In this role, she oversees all content initiatives for clients and her responsibilities span from creating high-level content strategies to diving into the minutiae of content creation.
Melissa says she lives and breathes everything related to content. Writing has been her passion since she first picked up a #2 pencil, and she takes pride in making content relevant to readers and illustrating to clients how crucial this connection is for reaching potential customers.
Where to find Melissa
Website
Twitter (X)
Room 404 & Recipe for Success
Find out what Melissa decides to put into 'Room 404', as it makes their heart race, but for all the wrong reasons. She also shares her 'Recipe for Success' with storytelling.
Want more from Adventures in Local Marketing? We highly recommend checking out these episodes:
- Embracing AI with Marie Haynes
- Conversion mindset with Aaron Weiche
- Staying people first with Julian Hooks
Resources
- BrightLocal's Brand Review Index
- Mastering Franchise and Multi-location SEO with Steve Wiideman
- Try BrightLocal FREE for 14 days
- Book your personalized BrightLocal demo
- Create Once, Distribute Forever by Ross Simmonds
- The Power of Local Narratives in Content Marketing by Melissa Popp
- Join Women in Tech SEO community
About Adventures in Local Marketing
Adventures in Local Marketing' is *the* podcast for local marketers, hosted by industry expert and popular speaker, Claire Carlile.
Claire chats to a smorgasbord of marketers from various different backgrounds, who each bring their unique insight into facets of the local marketing landscape.
Copyright 2024 BrightLocal
View all episodes
By BrightLocal
4.7
33 ratings
Storytelling plays a crucial role in implementing memorable and effective marketing strategies that stand out from the crowd.
Host Claire Carlile, is joined by Melissa Popp, to discuss how storytelling can connect brands with their local audiences. They also cover the importance of authentic and unique content, how to get buy-in from various departments, common content creation shortcomings for SMEs, measuring ROI, and so much more. Seriously, this episode is jam-packed!
If you are a local marketer looking for an effective way to connect and engage with your audience, this is a must-listen.
You will learn:
- What is meant by the terms 'local narratives' or 'storytelling in marketing'
- Why unique and authentic content is important in today's SERP landscape, and the impact of the recent Google leak
- How 'brand' and 'storytelling' complement one another
- How to get that all-important buy-in from various departments
- What the common shortfalls in content creation are for SMEs (and even larger brands and enterprises)
- How to do storytelling at scale for multi-location businesses and how to effectively measure ROI
- Plus so much more...
Timestamps:
02:16 - Explanation of 'Local Narratives'
03:13 - Importance of unique content
03:29 - Google leak and its impact on unique content
06:15 - How brand and storytelling work hand-in-hand
07:49 - Content volume is the wrong metric
09:15 - Common content marketing shortfalls for SMEs (and larger brands)
14:27 - How tone of voice can be a challenge
15:40 - Melissa's 'Buyers Journey Process' specific to SEO
17:47 - Finding your origin story
24:07 - The role of customer stories
25:00 - Being too hung up about keywords
26:10 - 'Room 404' segment
29:00 - How to do it at scale
35:00 - Measuring ROI
36:38 - 'Recipe for Success' segment
About Claire (Host)
Claire Carlile is a Chartered Marketer (MCIM) and is BrightLocal's Local Search Expert. Her work at Claire Carlile Marketing, where she helps businesses of all sizes make the most of the local search opportunity, allows her to provide real-world skills and expertise to what BrightLocal does.
Where to find Claire
Website
Twitter (X)
About Melissa (Guest)
Melissa is the Content Strategy Director at RicketyRoo. In this role, she oversees all content initiatives for clients and her responsibilities span from creating high-level content strategies to diving into the minutiae of content creation.
Melissa says she lives and breathes everything related to content. Writing has been her passion since she first picked up a #2 pencil, and she takes pride in making content relevant to readers and illustrating to clients how crucial this connection is for reaching potential customers.
Where to find Melissa
Website
Twitter (X)
Room 404 & Recipe for Success
Find out what Melissa decides to put into 'Room 404', as it makes their heart race, but for all the wrong reasons. She also shares her 'Recipe for Success' with storytelling.
Want more from Adventures in Local Marketing? We highly recommend checking out these episodes:
- Embracing AI with Marie Haynes
- Conversion mindset with Aaron Weiche
- Staying people first with Julian Hooks
Resources
- BrightLocal's Brand Review Index
- Mastering Franchise and Multi-location SEO with Steve Wiideman
- Try BrightLocal FREE for 14 days
- Book your personalized BrightLocal demo
- Create Once, Distribute Forever by Ross Simmonds
- The Power of Local Narratives in Content Marketing by Melissa Popp
- Join Women in Tech SEO community
About Adventures in Local Marketing
Adventures in Local Marketing' is *the* podcast for local marketers, hosted by industry expert and popular speaker, Claire Carlile.
Claire chats to a smorgasbord of marketers from various different backgrounds, who each bring their unique insight into facets of the local marketing landscape.
Copyright 2024 BrightLocal