Content marketing saw its popularity rise significantly over the last few years because people saw how useful and cost-effective the strategy could be. There is a plethora of material written on the Internet – publication channels are inundated with material, and for that reason, it’s becoming extremely difficult to develop worthwhile, relevant material to garner your target audience’s attention.
How have content marketers gotten past this roadblock? They did it by finding a specific niche audience and developing a strategy that got their attention. Why is this so important and how can you do this for yourself?
Relevance Is “Key” To Garner Attention For Your Content
Here’s the reality about relevance – it’s an abstruse term, but it is regarded as the most important aspect to determine the success of a content marketing strategy. When you post relevant information, your readers will engage with you. Material seen as inconsequential will be ignored. If you want to stand high above your competition, you need to come up with relevant content for your readers.
There are three things that ensure content is relevant:
- Uniqueness – When it comes to relevant content, you want something that no one else has. You want it to stand out; that doesn’t have similarities to other material on the market.
- Suitability – It’s possible to have something unique that isn’t geared toward certain audiences. For instance, if you have a unique recipe for dog treats, non-canine or pet owners found little value in it.
- Value – Relevant content is seen as valuable. It offers up insights or information that people could possibly use later on. The more exhaustive the piece is, the more valuable it’s thought to be. However, you can also provide “entertainment value” relevant articles.
If you increase the content’s value – go in-depth into the material or offer additional multimedia in it – you can garner more visibility for it. Of course, be aware that you won’t be alone, as this strategy has seen a rise in popularity as well. You can only go so far with it and reap the benefits before the effort is over.
The two areas you want to really focus on is uniqueness and suitability, which you do by focusing your attention on a narrower niche. Bear in mind that a narrower niche means smaller numbers of people are reading it, but the boost in relevance is what you’re after.
Small Niche Content Marketing Strategies
After you’ve chosen to go for a precise niche, you have to carry out the plan to make it happen. You should already know who your target audience is at this point. Of course, you need to be even more specific:
Put Your Attention On Just One Audience For The Moment
The lines of what a company’s actual target audience is are a bit unclear. After all, they may go after more than one target audience at a time – startup companies along small to medium sized company owners are guilty of this. If you find yourself in this predicament, focus on just one audience, producing material for them and them alone.
If you’re worried about alienating your other audiences, you shouldn’t be. That’s because as you become a more “relevant authority” source, your reputation increases and it allows you to spread your focus out. Or, you can divide up the blog to focus on each demographic you’re going after.
Thin Out The Demographic Ranges
Now, this may not be enough, or you may have just put your attention on one target audience. It’s important you thin out the demographic ranges that you’ve used to figure out your demographics. For instance, instead of targeting a large age range, you focus on a smaller age range – 18 to 25-year-olds instead of 18 to 30-year-olds. Or, you can focus on people who live in a particular state instead of the whole nation.
Include Prerequisites Into Your Established Demographics
Instead of thinning out your demographics, why not just add in some modifiers to narrow down the target audience even more. One way to do this is to divide the industry you’re focused on. Rather than targeting all marketers, focus on the content marketers. Or, you can focus on tech startups rather than general startups. If you’re focusing on individuals, consider focusing on a particular group, not everybody.
Focus On Just One Buying Cycle Phase At A Time
Put your attention on just one buying cycle phase at a time to get your specific niche. The average customer has three stages they go through before they become a lead – problem research, company research and contact. Why not break the problem research stage down into different categories – coming up with something for research they’ve already carried out or that they know. Choose one development phase and put your attention toward it.
When you finally got your more specific target audience laid out, you can tailor your messages to them. When you create your messages, you need to do your research on the target audience – – have a focus group, carry out surveys and look into their psychology. Once you have this information, you can easily create your material that will capture their attention.