If you want to succeed with content marketing and position your business as a thought leader in its industry, you can't always produce content that is intended for a broad audience. The real value that you provide to your customers through content will come from tailoring your message to a specific audience.
Some businesses deal with a very niche audience, and they're challenged with having a smaller base of existing and prospective customers to market to. Having fewer opportunities to win business means that your message needs to be heard loud and clear by your target audience.
How to Establish a Content Marketing Road Map for Your Niche Market
To help your brand stand out in a niche market, you need to find a way to tell your story in a compelling and engaging way. To be able to create in-depth content, you need to be aware of the pain points that your target audience is dealing with and offer solutions for your brand to help.
If you're attempting to establish a content marketing strategy for a niche market, here are seven critical steps that you need to take:
1. Have an understanding of your audience.
Take the time to write out buyer personas so that you have a more accurate understanding of what your customers want, what they expect to see from your business, and how they like to interact online. If you've already been using digital marketing to reach your audience online, take a look at Google Analytics for fact-based data on the content that resonates the most with your target audience. The more you understanding your niche audience, the more effective you will be with crafting content that appeals to their nature.
2. Look for gaps in content that is currently available to your target audience.
Perform competitive research to determine which topics are being covered by other businesses in your industry and how the content performs with readers. Take note of the topics that generate the most engagement and consider how you can offer your own unique perspective on the topic. Look for any gaps in content coverage as these will be low-hanging fruit for your content marketing strategy. When you can identify gaps in coverage and strategically fill these gaps with value-added content, you'll be able to drive more traffic to your website and position your business as a thought leader in its industry.
3. Perform keyword research.
What are the keywords that your target audience is typing into search queries as they pertain to your niche industry? Once you come up with your list, type each keyword into a Google search query and take note of the related keywords and phrases that populate on the bottom of the Google search results page. After building your list of short and long-tail keywords, take advantage of the free reports offered by SEMrush to find out which keywords your competitors are ranking for. You can further fine-tune your keyword research by turning to Google AdWords Keyword Planner to determine the search volume for your identified keywords and phrases. Keyword research is a crucial step mastering your content strategy for a niche market, and partnering with a digital marketing agency will help to ensure that you're optimizing your content with the right keywords.
4. Establish a content calendar.
Once you have an idea of the keywords and phrases that you want to naturally incorporate into your content, you're ready to develop a content calendar that will map out your plan for creating and publishing content. The further in advance you can plan content, the more prepared your content creation team will be with producing effective, high-quality content. As a best practice, make a point to also include your planned social posts on your content calendar.
5. Create the content.
Creating content is easier said than done. When life gets busy, content creation is often placed on the back burner. If you can relate, it's in your best interest to outsource content creation to a content marketing agency that is experienced in your niche and has the manpower to produce and publish value-added content for your business on a consistent basis.
6. Distribute content.
As the old going says, it takes an average of eight touches for a consumer to take a genuine interest in your business. This means that you need to have a plan in place for distributing content across multiple platforms to ensure that it's seen by your target audience. For those in niche industries, consider groups and social platforms that are specific to your line of business and make it a priority to distribute content in these areas.
7. Measure results.
The key to a successful content marketing strategy for a niche industry is to keep a close eye on analytics and make adjustments to the strategy when necessary. Referring to a resource like Google Analytics will make you aware of the types of content that are engaging your audience and will help you to spend your marketing budget more wisely.
Taking the time to walk through these seven important steps will allow you to get more from your content marketing efforts when trying to reach a niche audience.
How New York Ave Can Help
If your business operates in a niche industry and you're having trouble putting together an engaging content marketing strategy that appeals to your target audience, we can help. Contact us at New York Ave to learn more about how our creative-first digital marketing agency can help you to fulfill your content needs.