Content Marketing Blog

5 tips to remember when writing content for niche businesses

As much as every business might like to think of their product or service as holding universal appeal, this is only true in a very small percentage of cases. Unless you’re a company like Google, the chances are pretty high that you’ve got a quite clearly defined niche – a small area where your customers and competitors live and where you should be trying to compete with your content marketing strategy.

The power of a niche marketing strategy

It may seem like a restriction, but, a smaller target audience isn’t necessarily a bad thing. In fact, recognising your business’s niche and taking steps to dominate it can be an extremely effective strategy, not just in terms of generating leads via content marketing, but also by positioning yourself as a leader in a specific field, and the go-to brand for a particular product or service. This strategy works whether your niche is the legal sector, the world of medicine, or real estate, but it does rely on being able to produce content that is of a high quality and relevant to your target market.

This approach is what Forbes described as “the power of relevance,” explaining that:

“Relevant content will pique a user’s interest and engage them, while irrelevant content is doomed to be ignored. The more relevant your content is, the more it’s going to stand out, even in a competitive field.”

Let’s take a closer look at five ways to ensure your content is as relevant as possible, and stands the best chance of dominating your niche.

#1 – Leverage expert sources

The first thing to keep in mind when creating content for specific niches is that a lot of the audience will already be experts in the field. This means that taking an entry-level approach often comes off as condescending, or lacking in value compared to higher-level sources.

To get around this thorny issue, it’s a good idea to base as much of your content as possible on expert sources, and we’re not just talking about other industry blogs. Interviews are one of the very best ways to get relevant, high-level information, and as an added bonus the content will be unique to your website. Of course, conducting interviews is a difficult skill, especially with specialists who may not be particularly talkative. Fortunately experienced content marketers know the value of first-hand information, and are experts in drawing the essential information out of even the least talkative interviewees.

#2 – Use a knowledge base

Another way to make sure your content is speaking to experts in your niche is to make sure that it’s written by a team with expertise in that sector. A collective knowledge base across a team provides room to share ideas and sources, making a huge difference to the level of expertise that comes across in your copy.

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For example, here at Castleford we have teams of writers with specialisations in fields like technology, property, finance, business and travel. With a wealth of experience across their subject matters, each team is able to immediately draw on a catalogue of information to ensure every piece is speaking directly to industry specialists.

#3 – Stay on trend

Things change quickly in fields like real estate or medicine, and if there’s one thing that will turn your audience off it’s being behind the 8-ball. Even if your business isn’t specifically focused on the very latest industry trends, discussing them in a well-written blog post or on social media shows that you are switched on and at the cutting edge of your field.

Staying abreast of the latest news isn’t always easy, but there are all sorts of tools and strategies available to make sure your content is relevant. A little bit of research before actually writing goes a long way, taking what would otherwise be a standard post and turning it into something of far more value.

#4 – Don’t forget social media

One of the most valuable tools when putting together a niche marketing strategy is social media, but too often this gets swept under the rug. In reality, social media marketing can be a great tool for businesses with a specific sector, as it can be used to interact more directly with customers and other brands to build up a positive reputation within the industry.

If you can make your Twitter account or Facebook feed a ‘must-follow’ source of information for your industry, you’ll be able to direct more traffic to your content.

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#5 – Embrace your niche

This last tip covers everything we’ve touched on so far, and really encapsulates the key element of all successful niche content marketing campaigns – know your audience, and embrace them. Don’t try to spread yourself too thin over too many different areas, focus first on becoming dominant in one specific area.

After all, there’s no real point in a commercial power tool business trying to get traffic from anybody who isn’t in the construction sector. There’s no reason that you can’t expand to a wider audience further down the track, but when you’re starting off, it’s always best to keep things as precisely targeted as possible.

By following these simple rules, and ensuring that your content is of as high a quality as possible, businesses in all sorts of sectors can ensure that their content marketing strategy is working as efficiently as possible – driving the right traffic to their website and getting results.

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Ben Lange
Ben Lange About the author

A Castleford veteran now based out of England, Ben writes across a broad variety of industries, including construction, education, recruitment, banking and film and music. He’s a regular contributor to the Castleford blog and writes for clients such as Hilti Australia, TRC Group and Beyond Bank.

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