Made in Córdoba taps into hyper-local products, helping Vía Córdoba reach new readers

By Belén Altamira

Editor

Vía Córdoba

Córdoba, Argentina

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Vía Córdoba is part of the network of local sites of Vía País, representing the second most important province in Argentina. We cover the latest political news, sports, and cultural and social life of Córdoba. Our content has a local tone where we speak the same "language" as our readers.

The Made in Córdoba initiative appeals to local readers because of its hyper-local focus.

To foster this colloquial and local relationship, we highlight products and services that belong to the province's imagination, becoming part of its customs and traditions. One such example is a beverage known as fernet, which is quickly associated with Córdoba due to its consumption and popularity.

Based on this premise, at Vía Córdoba we set out to create content about this beverage based on several questions:

• Who produces these traditional products or services?
• What are the production processes like?
• What are the characteristics of this production?

This is how we shaped the Made in Córdoba segment.

The proposal began to take shape in July 2024 as an initiative that seeks to unite the province's productive forces with its consumers - and our readers - by appealing to the hyper-locality of the story.

Together, Made in Córdoba aims to increase readership by appealing to provincial audience growth and introducing new, agile, conversational, and multi-platform content.

The birth of this segment is tied to the need to increase our audience, leveraging a key agent: local businesses. That's why we established a list of typical products from the province - those that are part of the regional DNA - researched their origins, and reached out to the producing companies.

The selection of companies depends on their impact on Córdoba's traditions. Once selected, we conduct a documented tour of their facilities and interview the business owners. (For example, we recently featured Grido ice cream, which is produced locally.)

The process results in audiovisual content distributed on social media (Instagram and Facebook) and informative content for the Vía Córdoba Web site. It uses a colloquial, simple language characteristic of the region, which helps "humanise" the brands, offering unique and easy-to-consume content.

In addition to what has already been mentioned, Made in Córdoba aims to highlight local productions and make big brands more accessible, offering readers distinct content that is concise, easy to read, and visually appealing.

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About Belén Altamira

Belén Altamira is editor at Vía Córdoba in Córdoba, Argentina. Belén can be reached at [email protected].

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