Local Social Media Marketing: Our Evergreen Content Strategy

When it comes to local social media marketing, many business owners believe it’s all about posting pretty pictures and quick updates. While those can help, there’s a far more impactful approach: podcasting and repurposing that rich, organic content across your social channels. Whether you’re interviewing your own founder, local business owners, or your team, consistent, authentic storytelling is what drives real engagement.

Below, I’ll walk you through how you can use podcasts as the backbone of your local social media strategy—everything from recording tips to repurposing content on multiple platforms.

1. Go All-In on a Local Podcast

Why Podcasting Works

Podcasts give you a chance to showcase your personality, share expert knowledge, and forge deeper connections with your local audience. When people hear your voice or listen to in-depth interviews, they’re more likely to see you as a trusted authority in your community.

• Interview Format: You could have someone interview your founder each week, or the founder could interview local business owners, staff, or community leaders. This keeps the content fresh and engaging.

• Community Appeal: Focus on local topics—small business success stories, local events, new regulations affecting your industry, etc. This ensures your content remains relevant to the people you serve.

2. Repurpose Content Everywhere

Opus Clip for the Win

Recording a 30-minute podcast is just the beginning. Use tools like Opus Clip to pinpoint the most exciting soundbites or inspiring quotes. These golden nuggets make perfect social clips you can post on:

• Instagram Reels

• YouTube Shorts

• Facebook or LinkedIn

• TikTok

Pro Tip: Add some light B-roll footage showing your service in action, your workplace, or local scenery for context. Pair that with the interview audio, and you’ve got an engaging, short-form video that looks and feels authentic.

Frequency Matters

Post at least once a week if you’re just starting out. If you have the bandwidth, once a day can help you dominate local feeds. The more regularly you appear, the more likely your audience is to remember you.

3. Keep It Organic—No AI Content!

This might be the age of artificial intelligence, but real, human-driven storytelling still wins out on social media. When people see and hear real interactions, real voices, and genuine passion, they’re more likely to connect.

• Stay Away from AI Scripts: Use bullet points to guide your conversation, but keep the dialogues spontaneous.

• Embrace Human Flaws: A little imperfection goes a long way in making your content relatable.

4. Short-Form Videos > Images

Yes, images have their place—but short-form videos are the reigning champions of local content marketing. They let your audience see facial expressions, hear tone of voice, and pick up on emotional cues that text or images simply can’t deliver.

• Get Personal: Show behind-the-scenes glimpses of your workspace or community events.

• Highlight Quick Tips: Break down a two-minute clip into a punchy, 15-second micro-lesson. This keeps your local audience coming back for more.

5. The Value of a Dedicated Production Team

While you might want to bootstrap the operation, you’ll get the best results if you treat your podcasting and video creation like an investment.

• Recorder/Camera Operator: This could be your son, a family member, or a motivated staff member. They handle the basic tech side—mic checks, camera angles, and so on.

• Editor: Hiring a freelance editor on Upwork or a similar platform can drastically improve the final quality. They’ll add transitions, captions, B-roll, and ensure the final product is polished and engaging.

Remember: More polished content generally performs better, and it also frees you up to focus on what you do best—running your business and creating great content.

6. Tips for Getting Started

1. Outline Your Podcast: Decide on your format, theme, and how often you’ll record episodes.

2. Gather Equipment: Invest in good microphones and a camera or smartphone with a solid tripod.

3. Record & Edit: Keep it casual but professional—avoid reading from scripts, and hire an editor for final polishing.

4. Extract Clips: Use tools like Opus Clip to create short highlight reels.

5. Schedule Posts: Utilize a social media scheduling tool so you don’t have to manually post every day.

6. Track What Works: Pay attention to engagement metrics—likes, shares, and comments—and tailor future episodes accordingly.

Final Thoughts

Local social media marketing is all about forming genuine relationships and boosting your community presence. By starting a podcast and repurposing that content across various social platforms, you’re building trust, authority, and consistent visibility—all of which translate into stronger brand recognition and more leads.

Short, authentic clips featuring real people will outperform staged or AI-generated content any day of the week. So take this approach, keep it local, and watch as your small business grows its presence both online and in the hearts of your community.

That’s it for now, folks! This is Danny Leibrandt, encouraging you to give local podcasting a serious shot. Remember to stay genuine, have fun, and let your local community voice shine through your content.