Inbound Marketing Blogfor Manufacturers and Healthcare Companies
Niche Content: 4 Strategies for 'Boring' B2Bs
Creating content can be challenging, especially for niche industries that many consider to be “boring.” And although an industry may seem too dry to write about, it’s hard to ignore how effective content marketing can be when done correctly.
As a result, it becomes the job of the writer to create intriguing content for a niche industry. This may seem tedious and daunting at times, but there are many fine niche content strategy examples for you to take inspiration from.
Niche Content Strategy Examples to Follow
Here are some steps you can take to create intriguing content for a niche industry:
- Practice your storytelling
- Make your content easy to read
- Provide a personal touch
- Know which topics your audience wants
Niche markets are typically labeled as boring because they attract a very specific group of people. Some examples of a niche industry are:
- Healthcare SaaS technology
- Metal manufacturing
- CBD products for pets
Although these markets are extremely specific, there are several ways to create valuable content marketing for them. One of the first ways to do this is to practice your storytelling.
Practice Your Storytelling
No matter what you’re writing about, who you’re writing it for, and why you’re writing it, it’s vital for your content to tell a story.
Storytelling for a niche industry can prove itself challenging, but there are many tricks that make it easier. Some include:
- Creating a brand voice
- Being personal
- Being approachable
- Writing to your audience
One tried-and-true step to creating a successful story in your content is to begin with an anecdote to which the reader can relate . This empathetic approach helps secure the trust and attention of your reader and leaves them wanting more.
Once you have your reader’s attention, it’s much easier to convey the important information later in the article. Just be sure to keep self-promotion to a minimum once you’ve entered into the meat of your blog.
Make Your Content Easy to Read
Nothing turns readers away faster than complicated vocabulary that’s difficult to understand. And this is especially true for a niche industry that will likely be loaded with jargon.
But beyond simplifying your wording, the way you format your content is important as well. Instead of big chunks of text one after the other, considering adding these elements to help break up your page:
- Bullet points
- Sub-headlines when you start each new section
Adding these visual elements makes your content more approachable, and offers your readers another way of interpreting the information. It also allows your audience to scan your content to quickly find the information they’re looking for.
Provide a Personal Touch
One of the easiest ways to create conversion-worthy niche content is to take a personal approach. If your readers can relate to the examples, writing tone, and visual elements, they’re more likely to become invested in the content.
One of the easiest ways to provide a personal touch is to write specifically to your audience:
- What are their pain points?
- What are their biggest barriers to choosing a particular solution?
- What does their work and home life look like? (More on this below)
By this, we also mean writing in the second person. This includes the use of second-person pronouns such as you, your, yourself, and so on. By making your niche content marketing customer-centered instead of seller-centered, your reader will feel like the content was made specifically for them.
Predict What Your Audience Wants
Your audience should be the biggest focus when creating your content strategy. This simply means that you should focus on creating content that is both relevant and interesting to your “ideal customer.”
A big part of knowing your audience is building a buyer persona. Once you complete this, you’ll know exactly what pain points your target audience are going through. This provides you with an opportunity to create highly specific content based around your audience’s needs.
Along with creating a buyer persona, it’s important to understand what the buyer’s journey looks like for your products and services. This will allow you to write content that serves customers in every stage of the buying process, and match that content with an appropriate call-to-action.
By taking these steps, you’ll bring in more relevant leads that actually have a shot at becoming buyers. Writing “Manufacturing Trends for 2021” might bring in more website traffic, but writing “Medical Device Manufacturing Trends for 2021” will bring in more relevant website traffic.
Become the Expert
By following these steps, you can become an expert in creating content for your niche industry. Your audience’s tastes and needs will always be the ultimate factor in creating a content strategy.
Above all else, keep yourself informed in your industry -- and your customers’ -- and become the expert that your audience needs. Once you can successfully create educational, entertaining content, you’ll be viewed as a leading authority and a more credible company to do business with
To gain a better understanding of content creation as a whole, check out our Content Marketing Essentials guide:
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