Marguerite Lombard

The subtle differences between local content, local history and localisation are often difficult to understand.

In short, local content is created content, while localisation adapts existing content.

Local content and local history are used to create content that resonates with target audiences within a regional context. For instance, the web content of an inter-generational hardware store on the high street could use its own history to build trust.

Global brands likewise use localisation to adapt existing information on their products to reflect regional differences in their target market. Localisation could include cultural relevance, language, and regional adaptations.

Language and dialect can play an important role in content development for some brands.

In South Africa, the bilingual phrase ‘local is lekker‘ is a good example of localisation when adapting a global food product for a South African market. The Afrikaans word lekker infuses the phrase with a deep sense of enjoyment and nostalgia. On its own, the word lekker [trans. ‘good’, ‘cool’, ‘delicious’] can be used to describe anything from food to the weather, but in the phrase ‘local is lekker‘, it is a state of being.

Tangible items can also express local content

Recently I visited a friend who owns a guesthouse. At the time she was hosting international guests. Since we both enjoy travelling, the conversation turned to the topic of local content and experiential tourism. Her interpretation of local content extents to placing a bunch of indigenous flowers in her guests’ rooms – adding a short note on the Cape’s biodiversity. Sometimes it is a bowl of fruit from a local farmer, or a bottle of local wine. It made me think how local content can initiate engagement and build bridges for memorable conversations and experiences.

Local businesses can leverage both their physical location and history

Coffee shops – there are many in town due to the uptick in contract workers – are often very effective in capitalising on local content. Their regular clients, location in a specific neighbourhood, and wall art infuse their environment with local content and context. These elements can all be leveraged in their social media feeds and web content.

A friend who runs a family-owned winery also leverages local content but posting video clips during the grape harvest or wine tastings at sunset. These images in turn dovetail with their guest cottages, creating strong images of a farm-based rural lifestyle.

Local content is a valuable asset

A content developer who specialises in local content and local history can provide valuable leads and strategies for social media posts and web content.