Reginaldo Osnildo
Engage your local readers with content that sparks conversation and loyalty. Use these strategies to build community-driven journalism on Substack.
Create Content That Sparks Conversations in Your Neighborhood
Hey friend, Reginaldo Osnildo here!Publishing news isn’t just about headlines and hard facts—it’s about connecting with people.
If you want your local journalism project to stick, you need content that makes readers say:
- “That’s exactly what I was thinking.”
- “I had no idea that was happening!”
- “I need to share this with someone.”
That’s what community engagement is all about.
In this post, I’ll show you how to produce content that’s not just informative—but interactive, relevant, and relationship-building.
1. Make Content For the Community, Not Just About It
Here’s the golden rule:Don’t just cover the community—include them.
This means:
- Writing in a way that feels personal and accessible
- Highlighting real voices from your city or town
- Asking for feedback, tips, or contributions
Think less “news from the top down,” and more “conversation at street level.”
2. Feature Local People, Not Just Events
Your readers want to see themselves in your content.
Here are some quick win ideas:
- Local business owner spotlight
- Interviews with activists, artists, educators, or volunteers
- “A Day in the Life” of a public worker or community figure
- Profiles of ordinary residents doing extraordinary things
These pieces humanize your coverage—and build loyalty like nothing else.
3. Include Interactive Content That Invites Participation
Want more comments, shares, and emails? Try this:
- Polls & Surveys
- Reader Q&As
- Open Threads
- Story Suggestions
: “What do you think the city should do about [issue]?”
: Let your audience submit questions for interviews
: Start a conversation like “What’s one thing you love about our town?”
: Ask what topics or events people want covered
Substack allows you to publish and email directly, so responses come fast—and often!
4. Cover What’s Not Being Covered
This is your competitive edge.
Big media may miss:
- Neighborhood meetings
- Local school board decisions
- Cultural festivals or small fundraisers
- Underrepresented voices and stories
- Hidden histories or community legends
Being hyperlocal isn’t a limitation—it’s a superpower.Go deeper than the mainstream and people will thank you for it.
5. Make Content Shareable and Conversation-Friendly
If you want people to engage, make it easy to share.
That means:
- Snappy, clear headlines
- Visuals that grab attention (photos, charts, quotes)
- Simple takeaways or quotes people can copy/paste
- Including discussion questions at the end of posts (e.g. “What do you think? Leave a reply.”)
When your content feels like the start of a conversation—not the end of one—you get community buzz.
6. Use Social Media Strategically
You don’t need to be on every platform. Just be intentional.
Use platforms like:
- Twitter/X
- WhatsApp or Telegram
- YouTube or TikTok
or Facebook for visual storytelling
for breaking updates and live reporting
for neighborhood groups
if you’re doing video interviews or recaps
Post links to your Substack stories, but also use these spaces to ask questions, share reader responses, and keep the conversation alive.
7. Create Series That Readers Can Follow
People love consistency. It builds habit and trust.
Try creating a content series like:
- “Faces of the Community”
- “Small Business Saturday”
- “This Week in [Your City]”
- “Voices”
– Weekly profiles
– Local entrepreneur spotlights
– Upcoming events and updates
– Opinion pieces from guest writers
Once people get hooked on a series, they’re more likely to subscribe and stick around.
8. Invite Guest Contributors From the Community
Want to boost trust fast? Let locals tell their own stories.
Reach out to:
- Teachers
- Students
- Elders
- Business owners
- Community organizers
- First responders
Offer them a space to share their perspective. You’ll diversify your content and make people feel more connected to your work.
9. Celebrate Wins, Not Just Problems
Yes, journalism should cover issues—but don’t forget the good stuff!
Make space to celebrate:
- Community milestones
- Local achievements
- Volunteer efforts
- Positive change stories
When people see their community uplifted, they feel proud—and they engage.
10. End Every Post With an Invitation
If you want engagement, ask for it.Simple prompts like:
- “What’s your take?”
- “Have you experienced this too?”
- “Got a tip or story suggestion? Reply to this email.”
- “Tag us on social if you go to this event!”
Directly inviting replies or shares will turn passive readers into active participants.
Want My Full Guide to Engaging Local Journalism?
If you want to go deeper into content creation, audience building, and monetization—this is your next step:
👉 Local Journalism on Substack: How to Create a Low-Cost, Monetizable News Site and Newsletter Network
In this e-book, I’ll show you:
- How to create content that connects and converts
- How to grow and engage your local audience
- Templates, calendars, checklists, and more
- Real-world strategies that work for solo publishers and small teams
You don’t need to be everywhere. You just need to be present, consistent, and community-first.
Let’s build something amazing—together.