Creating niche content for your audience - within three easy steps
Content marketing writer and strategist Robert Rose believes that content marketing is on creating ‘the least amount of content with the highest amount ...
Topics for creating specific content for your audience
Most of the marketers try to establish the appropriate content for the audience. Impelling the net too extensive, they miss their targets and disaffect the people they mean to be involved. So how can you establish unique content for a niche audience? Björn Owen Glad studies. In one of his most widely-shared articles, content marketing guru and CMI founder Joe Pulizzi writes on a problem which many marketers encounter. Their content disappears, and leaves no effect on its target audience. Low website visitor numbers, high rates of bounce and low open rates are an everyday fact for most of the marketers.
But it should not be like this.
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Joe Pulizzi raises an interesting question: “Is the content you are establishing and distributing for your customers different from anything else?”
The answer for most of the marketers is ‘no’. Establishing unique, related and involving content takes time, resource and a well-regarded content marketing strategy. Most of the brands instead opt for content which is not unique to a specific audience – content which they hope will appeal to the masses. It is the same approach which can lead brands towards setting up blogs instead of just focusing their energies on generating the content which adds value. Publishing a whitepaper every quarter becomes more significant than thinking about what it should concentrate on. Writing a blog is an offhand duty, vacant of any strategic planning. The writing is on the wall before you have even started.
Content marketing writer and strategist Robert Rose believes that content marketing is on creating ‘the least amount of content with the highest amount of effect. It is about creating the content which helps the desired response – quality rather than quantity. However, the difficulty is the knowledge of what this content should be.
By asking such questions before starting, you will be setting yourself up for success in content marketing.
1. WHO IS YOUR INTENDED AUDIENCE?
Most of the brands make the mistake of grouping their audience too extensively. ‘Females at the age of 35-45 are not the intended audience. ‘Females at the age of 35 -45 who have a PhD in political science and work as managers in the public service’ are the intended audience. The narrower you are with your personalities, the more intended your content will be.
2. WHAT IS YOUR EXPERTISE?
No matter what your service or product is, there are maybe other brands producing content on the same topics. In order to involve your audience, you should either be so good that the audience disregard your rivals or so niche that you can fill a gap on the market. Think about how to perform the latter one.
3. WHICH CHANNELS ARE APPROPRIATE FOR YOU?
When you have found your niche, it is time to find the appropriate channels for your messaging. Some channels will be more useful than others depending on your audience’s content consumption habits. Simultaneously, channel selection can contribute to differentiate. There may be hundreds of blogs on your specialty, but very few podcasts? Or perhaps your rivals are all about e-books and nobody is making YouTube videos? Your channel and format choice can actually develop your engagement to your target audience.