Local content marketing is one where you are specifically geographically targeted with content and information that are relevant and unique to people in your area. The bottom line is that local content marketing works if you can produce content that overcomes all the noise online. Write useful content, present it to the right audience, and you'll see an improvement in your website's SEO and traffic. However, the same study also concluded that only 30% of respondents considered their content marketing efforts to be effective.
After working with several B2B and B2C organizations, I think that lack of focus is one of the main reasons for the ineffectiveness of content marketing campaigns. Local businesses don't need to rely on broad appeal and viral potential, but they can dig deeper into their local markets to offer resources, news and information that are useful to their community. At a time when Google returns results based on a person's query and location, local companies have a real opportunity to position their businesses locally.