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As part of its continuing efforts to expand its social media offerings, weddings-related content website The Knot is creating 75 hyperlocal…

As part of its continuing efforts to expand its social media offerings, weddings-related content website The Knot is creating 75 hyperlocal sites to attract small businesses as national advertising dries up, WSJ reports. The sites will have the name of the locality and end with “.weddings.com,” as Ozarks Weddings and Orange Count Weddings.

Hyperlocalism isn’t exactly a new thing for The Knot. In print at least, it has long published 17 regional mags. Apart from building on that aspect of its business, The Knot’s strategy can also be seen as a way to organize some of the purchases it has made this past year, such as recent acquisitions WedSnap, developer of Weddingbook, a Facebook app, and the community site Breastfeeding.com, as well as last year’s local pregnancy guide, The Bump.

  1. Style Unveiled is a wedding website that has a hyperlocal approach. In each of our sites, we have a local blog, with local wedding content. Each site is designed to drive readers and traffic to our local vendor pages, using the blogs, which are called The Lounge. Brides are free to plan on our sites, because they know all our content will be locally based and that we will only showcase local vendors. Each site has a unique marketing strategy and a unique branded mark. A very high end, yet local feel.

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