Every brand wants to stand out from its competition. For Portland brands, standing out is especially important since Portland is known for its creativity and unique vibe. From its unofficial slogan of “Keep Portland Weird” to the world’s smallest park (Mill Ends Park) or the world’s largest independently owned bookstore for new and used books (Powell’s Books), Portland, Oregon, is special.
People who live in the Pacific Northwest tend to be independent thinkers who are not easily swayed by hype. Local companies understand that their target audiences are looking for authenticity, genuine relationships, storytelling, and useful local insights.
Through content marketing, Portland brands have the opportunity to distinguish themselves from their more generic national competitors and showcase their local voice, expertise, and authenticity. By providing locally relevant content through blogs, short-form video, social media content, emails, and newsletters, they build trust, increase visibility, and truly connect with their audience.
What strategies are companies using in their content marketing in Portland that are really making a difference?
SEO-Driven Blogs That Answer Real Questions
Blogging has been around since the mid-1990s, but it’s still going strong, even with the rise of social media platforms and AI. In fact, 77 percent of internet users read blogs. That’s a huge chunk of potential viewers for your content!
Any brand can take advantage of the popularity of blogs to create content that its audience actually wants and needs. To figure out what your audience is looking for, think about:
- What questions are your customers asking?
- What is important to your target audience?
- Where are they located (be specific about the city, or even the neighborhood)?
- What needs or challenges do your products or services meet or solve?
Once you have answers to these questions, you can blend carefully chosen SEO into your blogs to increase visibility in search results and attract relevant traffic while at the same time demonstrating your local expertise.
For instance, since Portland is one of the most bike-friendly cities in America, a Portland lawyer might post about what to do if you’re in a bicycle accident. Such localized information clearly demonstrates knowledge and expertise and helps position them as a trusted authority in their niche. They build credibility and trust with their clients while offering practical information they can use.
Creating content that answers real questions your target audience might ask and posting keyword-rich blogs on a regular basis will demonstrate your commitment to providing true value to your audience. It’ll also keep your content fresh and give people a reason to keep coming back for more.
Storytelling That Communicates Values
Humans have long understood the power of storytelling to hold attention, elicit emotion, encourage action and interaction, and build relationships. It’s no different in the world of content marketing.
Listing your products and services might be factually accurate, but it will do little to communicate your mission or values. Instead, share your brand’s origin story. Shine a spotlight on local employees or local organizations that you partner with.
Just stating that your company cares about sustainability and social responsibility carries far less weight. It’s better to actively demonstrate that core value through stories about how you carefully source your materials or encourage volunteer work in the community.
You might:
- Post videos of your founders talking about the mission that led them to start the company
- Feature write-ups about your employees and how they came to be experts in their fields
- Share behind-the-scenes clips of your team doing the work that’s important to your company
- Create a page that highlights success stories about clients or projects that really demonstrate what your company can do
Portland is a city that values craft and community, and its consumers want to see that in action. When businesses use compelling storytelling to put a human face to their brands, it helps them develop authentic relationships with their customers. An audience that can align with a brand’s story, mission, and values is more likely to actively engage, share, trust, and remain loyal to that brand.
Locally Relevant Content That Connects
Everyone who lives in Portland is familiar with its distinctive look and feel. Local brands stand out when they embody that local flavor in their content marketing, whether on social media or in their ads. By placing themselves within the community and building meaningful connections with local potential customers, they can showcase how “uniquely Portland” they are.
- A tree-trimming company might post a series of cherry blossom updates as they start to bloom on the waterfront.
- A local roofing company might feature seasonal tips to help homeowners prepare for Portland’s rainy winters.
- An outdoor gear company might post photos of hikers wearing its apparel on recognizable local trails.
When you tie in well-known locations, popular events, the familiar seasons, and local trends, you can strengthen brand identity and credibility and build connections with customers. When content is more relatable and engaging, customers feel seen and understood, not just sold to.
What Could Content Marketing Do for Your Portland Brand?
Strategically focused content marketing helps Portland brands stand out in a crowded digital marketplace. Local consumers want brands they can trust, brands that share their values and know where they’re coming from. They want experts who understand what they need.
Content marketing helps establish you as that expert. Incorporating key content marketing strategies like SEO-driven blogs, compelling storytelling, and emphasizing your distinctive, local voice helps you build trust, increase visibility, and connect with your target audience.
Are you ready to find out what content marketing can do for your brand?
