To create content that powerfully resonates with your audience, you will need to focus on a niche content marketing strategy.
What is a Niche Content Marketing Strategy?
Focusing on very specific niche topics will dictate the tone of your brand. It will become the heart of the content your produce. The Minimalist Baker is a good example; they produce vegan recipes that require 10 ingredients or less, one bowl and 30 minutes or less to prepare. Targeting a very specific audience that is looking for tasty, easy, quick-to-make vegan recipes enables them to create specific content that speaks to their niche audience.
But how do you decide on which niche to focus on? And how can you ensure that your content is of value to your audience?
Here are the essentials to help you with your niche content marketing strategy:
Pick a Niche
Finding the right niche for your content is a very important first step as you will need to become an expert in that topic. You will have the potential to attract enthusiasts that have intensive interest in the topic. Your content will need to offer them added value they can’t find elsewhere.
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When picking a niche, think about how it aligns with the brand, how much knowledge you have on the topic, your consumer and what the competitive landscape is like.
The following three steps will help you decide on a niche that will truly add value to your readers.
Know your customer
You won’t be able to create an effective niche content marketing strategy if you don’t know your target customer inside and out. Categorising your customers by age and geography is not enough for a niche content strategy. You need to really know your customer, their interests, lifestyle, routines, opinions and problems. This is the only way you can create content that builds an emotional connection and solves their problems.
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To imagine who your typical reader is, it’s best to create detailed buyer personas. Try to clearly identify the characteristics of your best consumer. If you don’t have a customer base already, conduct market research on who your potential consumer is. This will help create buyer personas that align with your niche content marketing strategy and visa versa.
You can contact our content marketing specialists to help research the buyer personas associated with your business and develop a spot-on tone of voice for your brand.
Choose the right platforms
Once you’ve picked a niche and have your ideal customer in mind, it’s important to decide where you want to position your content. This will maximise its impact and ensure your content reaches your target audience. Also, consider where your buyer personas regularly consume their content.
By understanding the habits of your typical consumer, you will likely know on which platforms to share your content. Millennials, for example, are turning away from traditional television and would rather consume video content on YouTube or Snapchat instead.
It’s also wise to look at consumer behaviours within specific platforms to understand where to allocate more time and budget. If the majority of your niche audience views and interacts with Instagram Stories instead of Instagram posts, your strategy should be tweaked accordingly.
Optimise your Content
Niche content has a higher potential to convert digital users as it will cater to their specific needs. However, to reach these digital users you will need to create optimised content. A keen focus on search engine optimisation (SEO) will ensure that the people searching for your kind of content are more likely to find it. The hope is that this will reduce your bounce rate and increase conversion on your products or services.
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Keywords are the core of SEO. Start your SEO strategy by researching the competition to understand what you are up against. This will also reveal what content your niche audience is attracted to overall, whether that’s ‘listicles’, ‘How to’ posts or long-form content.
Google will penalise your site if you copy your competition word-by-word, so don’t plagiarise! Instead, try to understand what keywords your competition is using, and how they are using these keywords and use that to build your own competitive advantage.
This will help you get a head-start to building a list of niche keywords to use in your niche content strategy. You can use this guide to keyword research to help with SEO tools and tips on how to use them.
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Our team of SEO specialist can also conduct a thorough SEO audit of your business’ website, revealing areas for growth and copy improvement. Get in touch here.