Marguerite Lombard

Local content and history can be effective assets in content development strategies

Every business has a unique narrative about their history, the people who work for them and their place in a region or community. SMEs with a physical footprint in a region or town are often unaware of the powerful asset they have to leverage trust and belonging.

These stories have a unique place in an SME’s social media strategy, especially in a market place that is saturated with generic content that lacks a local flavour.

I enjoy working with SMEs and NGOs to discover their unique stories as a means to compete with global companies and franchises.

Businesses with an inter-generational history are often unaware of the wealth of resources in their own archives, local museums, genealogical records and provincial archives. Founders’ family members and retired senior management can also provide stories that engage customers and create an emotional connection with their products and services.

Local history content

Many businesses, such as those that operate in the wine industry, have a strong regional footprint with links to local history. For instance, wine farms can be linked to local history, family histories, geological features in the landscape, and sustainability in terms of endemic vegetation and wildlife. Some wine estates also have heritage buildings that are hundreds of years old.

I also encourage SMEs to look at their own stories. Who are the founding members? What needs did they identify in their community? What was their entrepreneurial journey across decades of technological development? These stories can be mined to strengthen brand identity and build trust.

Archival research

Content development can be a very creative experience, because the research often unearths unexpected stories and contexts. Some companies maintain extensive libraries of documents, photographs of events and projects, press clippings and marketing material.

Sometimes historical research can add an interesting, tangental dimension to an agricultural SME. For instance, archival research on the history of jackal-proof fencing can add a sustainability dimension to a sheep farming enterprise in the Great Karoo. It is a good example of narrative content providing authentic historical context to everyday business activities.

Content development as a partnership

I also offer ongoing content development support in collaboration with a company’s social media and marketing team. This type of collaboration with a specialist in local history ensures that local content and heritage themes are included in ongoing marketing strategies.

Why work with me?

I’ve worked on major storytelling projects, including oral history projects, research for cultural historians, and large-format photographic and commemorative books for companies.

My background in journalism has given me valuable experience in recognising engaging stories that resonate with target audiences.