Local Businesses Deserve Better Content Marketing
If you’ve chatted with me recently, you’ve probably heard me say that I’ve been giggling to myself like a deranged hyena.
It’s true—and it’s all to do with Work Rest or Play and why I built it… or rather, why I built its predecessor, the HD8 Network.
Like most things, there wasn’t just one reason. I have several origin stories.
But the one that feels most relevant right now goes back to when I was working with a local builder.
He was driving two hours in one direction and three hours in another just to get to his jobs. I asked him, “Don’t you want to work more locally?”
His answer? “Of course!”
So naturally, we set out to create a content marketing plan to promote him locally.
However…
- The collection of villages we live in wasn’t really covered by any local newspaper.
- Huddersfield Examiner offered about a quarter of a page every fortnight.
- Wakefield Express weren’t interested because we weren’t technically in Wakefield.
- And although Barnsley is geographically closer, we fall into a different county—so the Barnsley Chronicle wasn’t an option either.
- The freebie magazines delivered through doors were happy to help… but only if we bought advertising at £300 per month, tied in for three months, with maybe an article thrown in.
- This was also before Facebook community groups existed.
- And before Google Local—or even its predecessor, Google My Business.
- Sure, you could use SEO tactics to try to get found locally… but back then that often involved buying a farm of domain names (trade + town), redirecting them to one website, and hoping Google rewarded you for it.
So I decided to create something different: a local content marketing platform built on white hat tactics—content and relationship marketing.
- A directory of local businesses with backlinks.
- A place where news, updates, and stories could be shared.
- A way for messages to be amplified and to reach new audiences through social media.
So… why have I been giggling to myself?
Because even now, more than twelve years later, most people think “content marketing” means chucking a post on to social media.
Or, in more recent years, spamming Facebook community groups with adverts.
They’re not creating content to build awareness or trust.
They’re not establishing themselves as experts.
They’re not developing material that people can actually find when they’re searching for information, services, or products.
They’re just showing up, throwing up, and hoping a scattergun approach works.
If you’d like to find out more about Work Rest or Play, which has now grown well beyond the HD8 area—and is continuing to expand throughout Kirklees, Wakefield, Barnsley, and Leeds—please explore the website and follow us on social media.
Whether you’re a business, community group, charity, or event organiser, there’s a package designed to help you get found locally by the people who are actively looking for what you offer.
And if you’d like help with your own content marketing or wider marketing strategy, let’s talk.
Sayers Solutions offers 1:1 support as well as the added value of peer accountability and guidance through our Club.
You can book a session for us to chat here.