More Local for More Clicks, Loyalty, and Profit

If you’re chasing more website traffic, better SEO, and deeper community ties, local content is the answer. Let’s unpack why it works—and how you can do more of it without a huge lift.

We do a lot of new website launches, and we always ask the question: “Where’s the content coming from that brings people back?”  Some stations have a newsperson or someone assigned to keep the site fresh. Others want a shiny new site but don’t really have a plan for the content. So naturally, the next question becomes: “Can we automate it?” And that’s usually the start of a bad road.

When you don’t have someone to create your website content, it’s natural to think about grabbing an RSS feed or dropping in a national or entertainment news widget. After all, you’re busy. You’ve got a station to run. But here’s the thing… That kind of content doesn’t help your website. In fact, it’s likely doing more harm than good.

If you’re trying to build a digital presence that actually benefits your station, local content is where the magic happens.

RSS Widgets vs. Imported Feeds: There’s a Difference

Let’s clear something up first: not all RSS-based content is the same.

RSS Widgets are basically windows to another website. When visitors click a headline, they’re taken off your site—meaning you lose that engagement and potential revenue.  These widgets are just like you’re saying, “Welcome to our website – leave and go here.”  They are simply excuses to leave.

RSS Feed Imports, on the other hand, bring the article into your site, allowing people to read it without leaving. That’s better, but it’s still not ideal. Why? Because it’s usually content they’ve already seen elsewhere, and it’s often duplicated across dozens (or hundreds) of other websites.

The Downsides of Imported RSS Content

Even imported content, while better than widgets, still comes with some real drawbacks:

• It’s not unique. Search engines like Google prioritize original content. Duplicate posts don’t do much to improve your SEO—and may even hurt it.
• It doesn’t build loyalty. Readers might stumble onto your site once, but they won’t return just for stories they’ve already seen on bigger news platforms.
• It misses your voice. These articles aren’t in your tone or style. They don’t sound like you, and they don’t represent your local personality.

Why Local Content Connects

People aren’t looking to you for the latest on national politics or celebrity gossip. They want to know what’s happening here, in their community.

And “local content” doesn’t have to mean full-blown journalism. Think smaller, more specific:

• Community events– Parades, farmers markets, charity runs. These get shared and searched for often.
• Obituaries– High-traffic and highly valued by local readers.
• High school sports– Parents, students, alumni—local sports updates drive passionate traffic.
• Local business highlights– Openings, ribbon cuttings, or even just “5 new spots to grab lunch downtown.”

This kind of content keeps your audience coming back—not just for a listen, but for a connection.

“But We Don’t Have Time for That…”

Totally get it. You’re already stretched. Creating local content sounds like one more thing on the to-do list. But it might be easier than you think:

• AI tools can help. They’re great for summarizing press releases, turning show content into articles, or getting a head start on drafts. Our AI Content Helper Pro can help you create content more easily – saving you hours in writing and image editing.
• Get the team involved. It doesn’t have to fall on one person. DJs, sales staff, even interns can contribute short posts. And when all of those people are using AI to help them, it’s not much more of a workload.
• Keep it simple. One local post a week can shift the perception of your website from “this looks exactly like it did last month” to meaningful.

Why It’s Worth It

This isn’t just about good community vibes. There are real business benefits:

• More time on your site = more ad revenue.
• Original content = better SEO.
• Local relevance = new sponsorship opportunities.
• A competitive edge. Larger radio groups—your biggest competition—often don’t prioritize local content. They’re focused on national advertisers and syndicated material. That leaves a gap you can fill. By leaning into your community roots, you can offer something they can’t: a local, personal connection.

You don’t have to compete with national outlets. You just have to be the best, most useful digital voice for your town.