A Placeholder (or Dynamic Field) is string of characters that can be used to substitute in unique data. In our the Post Builder, a Placeholder can be used to insert unique location details or custom field data. 

You can use placeholders in any field of your location's posts (e.g. in the title, the content field, the link, etc.). 

Which Placeholders are available?

• *|name|* = Name of the location
• *|zip|* = Postal or Zip code of the location
• *|city|* = City name of the location.
• *|phone|* = Phone Number of the location
• *|website|* = Website of the location
• *|email|* = Email of the location
• *|street|* = Street address off the location

Why use Placeholders?

Placeholders make it easy for marketers to populate unique location data when creating content for multiple locations at one time. In context, this means that truly localized content can be created in one publication, rather than creating a single post for each location. 

Sample Use Case

I want to create a post for five (5) locations that connects the community with their location and directs customers to visit the local page for each location to learn more. 

❌ Without Placeholders, the post across all five locations might look something like the following:

Your local Cafe de Coffee is bringing in summer with a new iced summer brew that is sure to start your day off right. Visit cafedecoffe.com/store for more details about locations near you. 

✅ With Placeholders, the post can be more localized like the following:

Hey  *|city|*, Cafe de Coffee is bringing in summer with a new iced summer brew that is sure to start your day off right. Visit *|website|* for more details.

Using the Placeholders produces unique copy since it inserts the unique location data value for each location. The final output when published for all 5 locations will look like the following:

1. Hey Los Angeles, Cafe de Coffee is bringing in summer with a new iced summer brew that is sure to start your day off right. Visit cafedecoffee.com/store/los-angeles for more details.
2. Hey New York, Cafe de Coffee is bringing in summer with a new iced summer brew that is sure to start your day off right. Visit cafedecoffee.com/store/new-york for more details.
3. Hey Berlin, Cafe de Coffee is bringing in summer with a new iced summer brew that is sure to start your day off right. Visit cafedecoffee.com/store/berlin for more details.
4. Hey Helsinki, Cafe de Coffee is bringing in summer with a new iced summer brew that is sure to start your day off right. Visit cafedecoffee.com/store/helsinki for more details.
5. Hey Paris, Cafe de Coffee is bringing in summer with a new iced summer brew that is sure to start your day off right. Visit cafedecoffee.com/store/paris for more details.

Using Custom Fields

It is also possible to use custom fields as dynamic placeholders. Custom Field data can be managed in the each location's profile. 

A custom field that contains a url can be used in the CTA link in your social post (i.e. appointment links)

This way each local post will contain unique location-specific content (i.e. *|coupon|*, *|discount|*)

What will happen if I use them?

The corresponding values from the profiles of each location will be displayed on the different post.

Is there any example?

Yes, you can see below a few screenshots from a test account: 

• How it looks like in Publish when creating a post:

Examples of the result post in the directories:

• Facebook:

• ABC Local: 

Placeholders can also be used in your location's descriptions. For more information check this article.