How to Customize and Localize Aster Brands Content for Your Market

In this guide, we’ll dive deep into the art of customizing and localizing Aster Brands’ content to align with your unique brand and market. With over 500 articles and case studies, and user-friendly Knowledge Hubs representing Redi-Rock, Rosetta Hardscapes, Pole Base, and Novum Wall, a wealth of knowledge is right at your fingertips. Let’s explore how you can customize Aster Brands content tailored to resonate with your audience.

The Do’s and Dont’s of Customizing and Localizing Website Content from Aster Brands

There are countless opportunities to use the content created by Aster Brands in your company’s marketing. This includes fresh topics from Redi-Rock, Rosetta Hardscapes, Pole Base, and Novum Wall. Before you rush to hit copy and paste, you’ll want to consider some best practices for customizing content for your brand and market.

DO repurpose content with your brand’s voice. Does your brand have a friendly or formal tone? Do you use contractions in your text or any fun emojis? You’ll want to tailor any Aster Brands content you plan to customize to your unique brand style and tone.

DO customize content for your local area/market. When contemplating using a piece of Aster Brands content, ask yourself -

1. What's my local angle on the topic?
2. What benefits does this provide in my area?
3. Why does this product win locally when this topic comes into play?

For example, If you want to take advantage of an article that Redi-Rock published about whether Redi-Rock will work for storm and flood channel projects, create a brief summary of the article (artificial intelligence platforms like chatGPT can be a great help with this). Then localize that summary by mentioning your area's unique flooding and drainage issues and topography and why Redi-Rock is uniquely qualified to solve those specific local challenges. Include text and photos about relevant or notable storm and flood channel projects in your region. Also, mention the specific areas (metros, counties, regions) you can service with these solutions. Finally, link back to the original article on redi-rock.com so that readers can learn more.

DO customize content to include your product and texture offerings. Let your audience know about the awesome Aster Brands solutions you offer, whether that includes a suite of Redi-Rock retaining wall blocks, Rosetta Hardscapes landscaping products, Pole Base precast light pole bases, or Novum Wall 9 in (22.9 cm) blocks. Be sure to include the textures you offer to customize content relevant to your offerings. You wouldn’t want to make a post featuring the square Ledgestone Pole Base if you only offer the classic round base, right?

DO feature your staff and crews hard at work and wearing appropriate personal protection. Many photos, including installation and manufacturing photos, are available in the Aster Brands media database for manufacturers. These often feature another company’s crew members. Take inspiration from these photos to snap some shots or videos of your crews in your branded uniforms to further personalize your content. Just be sure crew members wear personal protection equipment as required by OSHA standards.

DO feature your company’s contact information. This is a bit of a no-brainer, but make sure your company’s contact information is included in your customized content so potential clients reach out to YOU and not Aster Brands. Though we would be flattered, we want you to be positioned as the first point of contact to establish long-lasting relationships.

DO draw inspiration from Aster Brands collateral, including:

• Technical Guides
• Installation Guides
• Design Manuals
• Product Catalogs
• Knowledge Hub posts and videos

DO use the marketing resources available exclusively to Aster Brands manufacturers on each brand’s secure website. Producer-only websites are packed full of marketing guidelines and feature collections of product and project photos that can be used for website and marketing purposes.

DON’T copy and paste content word-for-word or post-for-post. Copy and pasting content is bad for your website’s optimization (a fun word for saying how Google ranks your content and web page in search results) and doesn’t position your brand effectively in your unique market.

Following the above guidelines for customizing and localizing content will ensure you remain true to your company’s brand voice and image and develop a style that will appeal best to your local market.

Social Media Best Practices for Customizing and Localizing

See a catchy post from Redi-Rock? Like a reel from Rosetta Hardscapes? Beyond hitting “Re-post” or “Share”, you can draw inspiration from these posts to create your own social posts, tailored to your market and product offerings.

Social media platforms are an integral marketing tool for educating and entertaining your target markets. When you see a post or piece of content you like and want to make it your own, make sure to rephrase and customize it to your brand voice and any other attribute that distinguishes you from the posting source, including, but not limited to:

• Location/market
• Product and texture offerings
• Your company’s contact information
• Your staff or crew wearing appropriate personal protective equipment

Exclusively for Aster Brands manufacturers, social media tips, guidelines, and additional resources were recently added to each brand’s secure site to give your marketing team even more posting power.

Content Customization in Action

Take a look at how these Aster Brands manufacturers customized Aster Brands content to fit their unique brands.

For optimizing websites, view how a Redi-Rock producer positioned their website for a great user experience and molded an array of Redi-Rock content to fit their branding.

Customizing and localizing Aster Brands content for your brand and market can have a powerful impact on your marketing efforts. By following these best practices and utilizing the available resources, you’ll not only maintain your brand’s authenticity but also strengthen connections with your local audience.

For even more insights on optimizing your digital presence, check out our guide on Website Best Practices for Concrete Manufacturers.