Dynamic Marketing Communiqué

GO LOCAL – Why creating content close to home can make your brand grow! [Every Thursday: FYO!]

May 28, 2020

In a span of a decade, Netflix became one of the most successful streaming services in the world.

Today, it seems like everyone you know has something to binge-watch.

From famous movies and series to eye-opening documentaries… there’s just so much to enjoy!

How did Netflix become the global entertainment sensation that we know and love today?

By creating and providing LOCALIZED CONTENT!

While Netflix has a massive library of movies and shows that have universal appeal, they also have shows and movies only available to a specific country.

Some of these are popular local movies and TV staples.

Some are produced in collaboration with Netflix called Netflix Originals.

Such content diversity is what makes Netflix a very popular platform.

Providing their subscribers with localized shows allows them to connect with a wider audience.

Here are examples of popular locally-produced movies and shows by Netflix:

Dark (Germany)

Roma (Mexico)

Sacred Games (India)

Dead Kids (Philippines)

This effort to produce localized content has helped Netflix become a global streaming powerhouse. As of April 2020, they have 182.8 million subscribers worldwide in 190 countries!

The growth and success are bolstered by Netflix’s commitment to international expansion and the huge investment they made on it.

They collaborated with a number of studios and productions from different countries.

These collaborations support local film and television studios and introduce audiences to different settings and cultural themes.

Netflix also acquired rights to stream popular local shows on their platform, giving subscribers more local content!

Apart from their movies and series, Netflix also has social media pages specific to each country. This helps them interact with subscribers and provide them with engaging posts.

Because of Netflix’s ability to understand their target market and create a customer-centric approach, they strengthened their brand image and online presence even more.

Localizing content might seem like a tedious task, but its value to digital marketing is irreplaceable.

Localizing content also doesn’t just mean creating various content for various cultures. It can also mean tagging your location.

Search engines can now take location into account.

If you search for something like “Japanese restaurants near me” on Google, you will get a map and the best recommendations around your area!

Identifying your location is such a powerful tool… you don’t even need to be an expert to get this right!

Your brand can create content about the places, people, and activities near you.

You can start by creating blogs about famous locales in your area. You can also collaborate with other brands and businesses.

If you want your brand to expand internationally, you can create a site with the option to view it in multiple languages!

This is the fastest way to “localize” your content while you fix the rest of your site to fit the local market. It’s also one of the quickest ways for your brand to immediately pop up on local search results!

Taking a page out of Netflix’s book, you can collaborate with local productions and content creators.

No, we don’t mean you have to create movies or series of your own.

You can create other kinds of engaging content unique to your brand and use the type of media appropriate for it.

You can create vlogs, set up live video streaming events, or post stories on Instagram—other effective ways to expand your online presence!

On social media, you can use geotagging to mark your posts on platforms like Facebook, Twitter, and Instagram. People would be able to find the latest promos and events around their area faster, giving more exposure to your brand.

Localized content provides more opportunities to be discovered.

By following the example of brands like Netflix, you too can create content that taps into a local audience, helping your brand grow even more!

About The Dynamic Marketing Communiqué’s
“Thursdays: FYO! Find You Optimization”

Why should you stop thinking SEO and start thinking FYO?

We’re not saying that you should abandon Search Engine Optimization (SEO).

Don’t get us wrong, of course, we know this is something very important, especially in today’s digital marketing age.

The internet landscape is vast, and a world of its own. You really need to distinguish yourself and make your brand/company/website known and easily searchable.

Better yet, get to the top of page one for Top Results on Google or any other search engine.

However, what is the purpose of SEO? It’s that customers Find You!

That’s what matters. So, while SEO is one factor of FYO… it really is only one, and we ought not to abandon all the myriad of ways digitally and offline for improving your FYO.

How can we look at this from a different and better perspective?

Let’s say you have it in the bag! You and your team are experts in SEO. Awesome. But did you ever wonder what else you could do to push it further and give your SEO skills a boost?

FYO! Find You Optimization!

You need your target audience to FIND YOU—your brand, product, service, or offer. This is SEO plus other tools that increase visibility online (and offline).

Every Thursday, we publish content on how you can get your target market to find you, beyond the typical “type and search.” There are other things you can do along with your SEO to give your online advertising process a boost.

Try considering other tactics beyond it—WOMO (Word Of Mouth Optimization), RO (Referral Optimization), and “All-Other-Means-Of-Getting-Your-Target-Market-To-Find-You” Optimization (AOMOGYTMTFY, if you’d like a long acronym).

Part of a great marketing strategy is knowing how to adapt new methods and make use of different types of marketing and promotion that best fit your business goals and which give you the results you want.

Hope you’ve found this week’s insights interesting and helpful.

Stay tuned for next Thursday’s FYO!


Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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