Content marketing is a great way to reach and engage your target audience, by sharing stories, images, videos, bits of educational information and more. When sharing such diverse content, you obviously want to tap into what matters most to your audience, and what produces results for your business.
In recent years, many businesses have gotten quite comfortable producing content that resonates with a general audience. But, many industries, businesses and marketers are finding great success with more specific, niche content that resonates powerfully with a more focused audience, therefore delivering strong results.
You’ve got to have a solid strategy in producing your niche content, and the first part of that strategy is to determine what you niche is: what is your topic or area of interest and who is the audience ripe for responding to this content?
It’s important to look at your own company’s data of whom in your audience or customer base supports your company – not only with regard to sales but with other benefits such as evangelism: promoting or recommending your business.
Identify smaller, specific pockets of your biggest supporters and tell a story with engaging content that means something to them. Then, make sure your content is focused, of-interest and consistent.
The benefits of niche content:
There’s a reason niche content is such a hot topic in the content marketing world, and that’s because it typically makes a much better connection with your clients, customers, and fans. It performs well all-around. Here’s how:
It helps qualify leads
This is where words like “authentic” and “relatable” come to life. Those may seem like buzz words, but when we’re talking about authentic and relatable content, it’s content that was made for the viewer, content they like and content they respond to.
When targeting a very specific type of customer or viewer, you’re already addressing someone you know quite a bit about, and attracting more individuals who fit the same descriptors. Hence you’re bringing in more qualified leads from the get-go.
They help enhance your SEO
SEO is directly related to how relevant your content is to someone searching. By creating content that addresses a specific topic or niche interest, or a very specific locality, your company’s website will reap the benefits of servicing online searchers with content they are actually looking for.
Enhanced Brand Perception, Expertise
When all of your competitors are sharing the same standard industry information, you’ll stand out by offering more specific, focused content. It conveys that you are, again, relatable and authentic but also different from all of the rest.
Specific content can make your brand seem more authoritative, attentive and in touch with your customers or fan-base.
Make a Greater Impact
Niche content allows you to be “all killer, no filler” by diving into a very focused topic, and giving specific answers to those who need it. Rather than filling up your blog, website or social media pages with watered down information viewers can get elsewhere, you’ll save time and make a great impact with niche content.
It helps to diversity, “mix-and-match” or stagger your types of content according to the strategies that are most valuable to your company. General content, or evergreen content is always valuable, but you can also seek opportunities to layer on niche content in a way that complements your other initiatives.
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Mark Serao, Co-founder and Director of Production at Grey Sky Films, has had an eye on brand building from an early age. Inspired by the music industry and how record companies use a grassroots marketing strategy to build their artists/brands, Mark set out to apply those same fundamentals to the business community. Since 2001, Grey Sky Films has worked with businesses, both large and small, to increase market share by producing compelling video that evokes emotion and subsequently creates more sales opportunities.