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Do you and your cousin of the same age who live at different ends of the country think the same way? Probably not, yet when we’re creating marketing campaigns we assume the same piece of content will work for both of you.

We’re in danger of looking ignorant if we stick to this approach. Media organisations are ploughing time and money into creating content which works at a hyperlocal level – chasing the success BuzzFeed enjoys with its “22 things you’ll only know if you come from X” format.

What the media is focused on today is a good indication of what brands will be doing tomorrow. Digital publishers’ decisions to double down on localised content and start hiring regional reporters is a clear sign of the importance we’ll be placing on creating localised content in the year ahead.

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