What will you find in this content?
Is creating niche marketing content better than creating content on a broader topic?
The worst enemy is fear. What does this have to do with marketing? All.
An example of niche marketing
Let’s think that we require the services of a plastic surgeon. How many options will there be if we start looking? Probably tens of thousands.
But plastic surgeons highly specialized in faces only? Maybe the results are only a few thousand.
And plastic surgeons solely focused on perfecting female faces? Probably several hundred.
But plastic surgeons highly specialized in female faces that require reconstructive surgery due to deformities or accidents?
The reality is that perhaps only a few dozen.
And you know what? Their prestige, experience and expertise will most likely make the price of their services high.
Niche marketing strategy is profitable.
Most people think that going for the largest market guarantees us more opportunities, but the reality is that going for the largest market only guarantees us greater competition. The problem, as we said, is fear.
Being a specialist is the best way to stand out, have less competition and raise prices; but specialization is difficult and/or demands high creativity.
What is niche marketing?
Niche marketing is a strategy used to target a specific group of consumers with very particular needs or interests.
Instead of trying to reach the general public, niche marketing focuses on select segments, including consumers with specific product needs, common interests, the same geographic location, similar ages and genders, and more.
In this sense, creating niche marketing content guarantees that we will face much less competition than if we try to create general content.
This applies to any business. If your business is a bank, instead of having a blog that develops financial content, you could specialize that content only in a niche, whether defined by clients (SMEs for example) or by product (insurance). It all depends on your strategy.
If your business is corporate responsibility consulting, perhaps focusing on creating content only on social or environmental issues will give you a better opportunity.
Ikigai methodology to find the content niche
A good guide, although not the only one, to find the type of niche content that we should create, could be to follow the Ikigai methodology.
He ikigai is a methodology where you reflect on different aspects of the person that will allow them to discover their purpose in life. Once this purpose has been identified, it will be clearer take decisions or approach him.
To define a content niche then, we could think:
- What are we passionate about?
- What we are experts in
- What exactly does the niche we want to reach need?
- What can they pay
That could define a good line for our content. When do you know you’ve hit the niche? When you can be among the five best in the category.
Regardless of the methodology to follow, here are some tips for creating content once the path is defined.
Tips for creating niche marketing content
Specialized staff
Developing a niche marketing content strategy will only be possible if you hire the right people to fill specific roles.
Specialized content requires specialized personnel who master the topic and the different approaches it could have.
Limit content
Be very clear about the products and services on which the content will focus, define pillars and approaches. In fact, restricting products and services to certain key areas, through content, will make it easier to present them to customers.
Instead of personalized proposals and plans for each client, having these products and services well defined through content will facilitate sales. This is one of the core points of why create a niche marketing content strategy: lachieve maximum impact.
To be consistent
Making niche content is essential to staying relevant in this world where marketing is constantly changing.
A niche marketing strategy means staying in one lane… without getting carried away by fads and trends. Basically it is knowing how to say NO and stay on the route you have set.
It’s easy to say “yes” to everyone, especially when we want more clients, however, just because something can be done doesn’t mean we should necessarily do it; Establishing limits is essential.
Add networks and conferences
Let them talk about you! When you become a specialist, referrals and information shared by word of mouth generate a lot of opportunities because the market is yours.
Retention and referrals occur organically if your content truly understands the customer’s needs, offering real value.
It is also important not to underestimate the strength of social networks and conferences: They are great showcases and very fruitful sources of potential clients.
Now that you’ve read this, how’s the fear going? Should we leave it behind and start creating a niche marketing content strategy?
