How to make centralized content that can be personalized locally

It’s the million-dollar question: how do you make your content stand out when there’s so much content out there already? 

How to make centralized content that can be personalized locally
Louwise
Louwise
Embrosa

What will make your audience stop scrolling? Even more specifically, how can you make content that your local dealers can use and personalize to engage their target audience? And how do you get them the content that is relevant to their community? The content that makes them and their store stand out? Writing content to distribute between your local dealers is probably just one of your responsibilities but it can be time-consuming trying to write individual content for each local distributor. Yet we all know that generic content is a big NO when you’re trying to stand out.

For the sake of this post, we’re going to assume you’re not using Embrosa yet. Which would make your life so much easier! Because all you’d have to do is to create basic content, ship it with Embrosa, and your local dealers would be able to simply open your story on their smartphone, personalize it and post it on their social. With the touch of a button, your story would be shipped. Right content, right place, right time, right language. We know the way!

 

But okay, not everyone is familiar with our app yet (working on this!), so here we go. We’ve pulled together some hacks that can help you to tailor content for your local dealer without spending your entire week creating it:

Statistics

Generally, statistics work well in content and can help get it picked up by journalists or others in the industry. Think about whether the statistics you include in your content can be tailored to your local dealer’s target market. Could you include the main statistic that anyone can use and then further statistics split by region or preference? This way your local dealers can send out content that their audience is more likely to relate to.

Mergetags

Mergetags are your local dealers' secret weapon to customize content really quickly. They’re basically a way of letting technology do the hard work of personalization in customer communications for you. A mergetag is a unique, text-based identifier that corresponds to data in a list field. It’s usually used when you send out marketing content through a third-party email program like MailChimp or Robly. You can use it to add different pieces of content into an email newsletter based on “rules” or the information from a spreadsheet. This can customize content to include individual names, locations or even offers. Find out more about mergetags and how they work at MailChimp.

Localize information

It’s important to make your local dealers aware of your company values, and what you’re all about. It’s also important to empower them with the right local content that they can use to promote your business and their own. For example, if you sponsor a local event or sports team in their area make sure that they know about it. Or if you don’t necessarily do brand awareness activity on a local level, how they can link this to their local area.

You can circulate this type of content really easily to your local dealers using a distribution service such as Embrosa, where dealers can just go into the app and pick up content that they can use. This makes sure that your content is on brand and distributed to your customers by the professional they have contact with.

Emphasize exclusivity

Give your local dealers the right tools to sell your products. What are the benefits and how exclusive is their supply? Are they the only supplier in the area? Do they have to pass strict quality control criteria to be able to act as a distributor? Make sure that they know this information and that they can use it effectively to help promote and sell your products.

Encourage local distributors to create their own local content

Your local dealers know their customers - and their local communities - best. They know what’s going on in their area and what their customers want to see. This could be other happy customers, news and offers from the salon, products on display or in use or the end result of your product or service. It’s your job to make them understand why they need to create content to promote their business (and your brand), how they can do this and what type of content works for them.

 

Longevity of content

It can be tempting for businesses to put out event-specific content throughout the year – i.e. Valentine’s Day, Christmas, Easter – but encourage them to think more generally so that content can be re-used at other times, or even again next year.

For example, instead of Valentine’s Day content, encourage your local dealers to think about “love” content that you could use again at other times or content that focuses on “winter” rather than Christmas.

Local influencers

Are there any local celebrities, influencers or other high-profile people in your distributor’s area that they could work with to increase their reach? Could they reach out and offer products or treatments in exchange for that person becoming an ambassador or speaking positively about their experiences? Never underestimate how influencers can help you to sell products.

Hashtags

Hashtags are obviously something for social media content, so it’s essential that your distributors understand how they work, what to use and how this can help them to generate sales and business. It’s not about keyword spamming or using really generic hashtags, but about using relevant ones that will help their content be discovered. By using hashtags that local people are searching for, they can increase their reach and drive brand awareness.

So, here you go. We just gave you some tips to get your content out there and get noticed. We’re working on 'being out there' ourselves because we’ve got the content and the automagic app, but we need to make sure everyone knows that we can make YOUR life easier. Be #embrosapowered and spread the word! Try our shiny brand new albums, for example, filled with general content. Tell your retailers, your local dealers, to download Embrosa. The general content is there, that will save you some time! Theirs to use and share freely. In the spirit of Christmas and all…

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