Melissa Popp on Consumer-Centric Storytelling in Content Marketing

Adventures in Local 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)

LinkedIn

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)

LinkedIn

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.

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