Content Marketing


Establishing a Content Marketing Strategy in a Niche Market

Establishing a Content Marketing Strategy in a Niche Market

How a content marketing strategy can help your brand stand out and attract a niche target audience.

Businesses that target niche markets have to deal with a unique set of challenges. Niche markets usually have fewer opportunities and a smaller number of customers and prospects, which means that brands really need to ensure that their message is being heard if they want to generate leads, drive traffic to their websites and make sales.

With the rise of ad blockers and online users tuning out brands that are all about the hard sell, content marketing stands out as one of the most effective ways to reach out to your target market in a way that’s beneficial for both parties.

Using content marketing to reach a niche audience

In order for your brand’s content to stand out, you need to think of innovative ways to not only provide potential customers with value but to tell your brand’s story in an engaging and interesting way.

To start creating an effective content marketing strategy, you’ll need to outline the problems that your target audience is currently experiencing and how your brand can help solve them. Your content needs to be in-depth, interesting, and you need to be consistent.

Take the time to research the content that is currently available to your target audience and how your brand can either fill in any gaps or improve on what is already out there. If you find that there is a gap in the market, create content that has longevity. This type of content will always drive traffic to your site and once an article is ranking well in search engine results, it’s easy to update some of the details to reflect current information and stats without losing any traction online.

At the end of the day, brands want their content marketing efforts to show a return on investment but how can you drive customers to your website using content and eventually get them to convert? The answer lies in the funnel of conversion.

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  1. Awareness. First, you’ll need to drive people who are seeking information to your website. You can do this by providing them with content that helps them solve a problem or educates them on a particular issue. By showcasing your expertise on a particular topic, you’ll start attracting the right prospects to your website and online platforms on a more regular basis and start building trust in your brand.
  2. Evaluation. In order to start speaking to prospects who are evaluating solutions to their problem, you need to start providing them with different types of content, content that will help them evaluate your brand’s solutions and the options available to them. Running webinars, writing whitepapers and putting a few case studies together are all ways for you to move prospects to the next stage of the funnel.
  3. Conversion. Once a prospect reaches this stage of the funnel they’re more or less ready to purchase, so now you need to show them what you can do, how to use your products or how to sign up for your services using tutorials and product demos.

Steps for developing a niche content marketing strategy

Here are the steps to follow as you develop a content marketing strategy for your niche target audience.

1 – Define your audience

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Whether you’re targeting one or several niche segments, developing buyer personas will help you better understand your audience’s expectations, interests, and online behavior. If you don’t have a client portfolio or database that you can utilize, you can carry out qualitative studies, interviews, and surveys. Your personas should consist of the following information:

  • Demographic data such as age, location, gender, and marital status
  • Professional data such as job title and level of education
  • The goals and challenges that the buyer could have or be experiencing
  • Online behavior such as the websites they frequent, their purchasing habits, and the types of content they’re consuming 

2 – Research content and keywords

In order to stand out in your niche, content and keyword research is crucial. Simply guessing what content to create isn’t going to get you very far. You will first need to identify potential content gaps and then perform keyword research that you can use to develop your content plan.

Creating content around the right keywords will also benefit your search engine optimization efforts and increase the chances of your ideal customer finding your website. If you’re not familiar with the keyword research process, it might be best to hire a professional to assist you.

3 – Develop a content calendar

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There are several key factors that will help your brand succeed at content marketing and consistency is one of them. By mapping out exactly when you will be posting content, your marketing team can better prepare, making your strategy much more effective. It also helps to tie your content calendar in with your social media calendar so that you know exactly when new content will be available to post and share.

4 – Produce the content

Now that you know what content you’re going to produce and when it needs to be completed by you can brainstorm a few creative ideas with your team. Every market will be different in terms of the type of content they will respond to but aim to make your content as engaging and visually appealing as possible in order to attract more readers and get them to share your content online.

5 – Distribute your content

How you distribute your content is just as important as the type of content you’re creating. This is especially true in B2B marketing where 47% of buyers consume an average of 3 to 5 pieces of content before making a purchase. There are 3 channels that you can use to distribute your content:

  • Owned media: This is any platform that is owned by your brand such as your website or social media channels.
  • Purchased media: Any channels that you pay to promote your content on.
  • Earned media: Earned media is generally word-of-mouth marketing. It could be in the form of a fan mentioning your content, a PR mention or a positive online review.

There are many different routes that you can take when distributing your content, including social media, email marketing and newsletters, affiliates and sponsored content.

Read this article to learn more about content distribution.

6 – Measure your results

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By keeping a close eye on your content marketing results and stats, you can refine your strategy and see an even greater ROI. Your website, email, and campaign stats will be able to tell you which content pieces users are engaging with the most and what isn’t working. These numbers will help you develop more of the content your niche market is reacting to and help you spend your marketing budget more wisely.

What are some of the challenges that your brand is experiencing when it comes to promoting your brand in a niche market?  Tell us in comments! 

 

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About the author

Laetitia is Content Marketing Strategist. After several years managing marketing projects in London, she joined Upfluence in 2016. She loves a good storytelling and can't wait to hear your brand's story. Connect with her on Twitter at @LaetitiaCatta.

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