Can We Reach a Regional Audience on a World-Wide Web? Yes! Here's How...

JD Supra Regional Shares on LinkedIn

When online reach is so global, how do we write thought leadership to connect with a regional audience?

I hear this question with some frequency and my first answer, in short, is a nudge to re-imagine your online audience: all readers are actually regional.

By that I mean: all readers are located in a specific place and many of them care to know, for example, the rules of operating a business or living a life in a specific city, state, country, or region.

With this in mind, regionally-focused content — content that addresses location-specific issues and makes it clear that it does so in its title — can reach its intended audience online. (More on the importance of your titles below.) It's often as simple as that.

Pickup in Regional Media 

Editors, reporters, and writers tasked with making sense of issues for their local readers count on law firm thought leadership to get the job done. Examples:

Both examples above show regional media attention given to national issues. Often the topic and the audience are both regional, a perfect match. Two examples:

Attention from Regional Associations & Member Organizations

At JD Supra we also monitor a significant amount of regional attention of client thought leadership coming from associations and member organizations. For example:

The tip of the regional iceberg.

Takeaway: Highlight Your Regional Focus in Every Title

Some issues have such pressing regional significance, an audience will likely find them no matter what (for example, see the language of this share by the New York Solar Energy Industries Association on LinkedIn, pictured at the start of this post, above).

However, as a best practice, I suggest that you speak directly to your intended regional audience in your title(s).

Here are three regionally-specific posts included in this month's Popular Reads list, just published by JD Supra editors:

As you write and publish thought leadership and guidance for an audience in a specific location, be sure to explicitly call out that audience in your title — and continue this direct address in the post itself.

To whom are you speaking and what matters to this audience? Articulate the answers to these questions throughout your writing.

Online readers, facing daily streams of information and news from multiple sources, scan what is placed in front of them to see if it applies to them, speaks to their concerns and interests. Your title is your first impression. Make it count. Then keep at it...


Paul Ryplewski is VP of Client Services at JD Supra

Click for more on: