Whether your niche is niche, or hyper niche, the difference between creating content, and creating great content for your agency’s niche market, is what impacts how you rank on search engines, win traffic, and generate leads.
So, how do you make great content?
Firstly, you need to make sure your niche is clearly defined. Creating content for dentists is a good start, but what are the common demographics of your ideal client? Are they typically male or female? Do you offer services in a specific area? If so, where do they tend to be based; cities, towns, or villages?
Before producing content, conducting a thorough research exercise of your audience will help not just generate content ideas, but your tone of voice and sub-topics that will help you relate to your audience.
And if you haven’t already – analyse your competitors! What are they doing well, not so well, and what can you learn from their content? Plus, analysing competitors could even give you a better insight into your audience!
Now you have an idea of your audience’s demographics, you can develop buyer personas for your niche audience. Ideally, more than one as you may see clusters of patterns that form to create 2-5 different personas.
For example, if you’re selling to law firms, you may have one persona for large firms that are typically run by women in their 50s who have little time to market their firm. A second persona could be men in their early to mid 40s who do not own the firm, but are the buyer or decision maker on behalf of the firm as a whole.
Once you have those personas, identify the pain points you can resolve. For example, law firms lack in-house capability and time when it comes to marketing themselves.
There will be a plethora of problems they have, and adding as much information as you can to the persona will not only help you get a better understanding of your audience, but also help you create great content that resonates and generates leads.
Developing content sporadically? Make a commitment for this to be a thing of the past. Google favours websites with fresh content, so make a calendar of content ideas and make sure you’re publishing regularly; preferably twice a month.
A good content strategy requires a broad range of content for your niche audience. As an agency, ensuring you cover a variety of content types will not only help you engage with your audience, but convert too.
Now you know you need to be publishing regularly, here’s the types of content you should be creating and publishing:
Are you focused on selling value in your pitch? All too often, we see agencies promoting their services or solutions, but without any context around the audience.
So when creating content, pitch value before anything else.
Now, we’re not saying that each of your content pieces should be a sales pitch. In fact, far from it. But when you’re generating content for your niche, ask yourself: “what value does this piece generate for my niche?”
In every piece of content, ensure you are addressing at least:
You don’t need to tell us the importance of having positive backlinks or a well performing site, but you might need to with your target audience.
Industry jargon and complex terminology will make your content inaccessible to your audience if you assume a level of digital maturity.
The best rule of thumb? If you don’t know, educate first, and explain value second.
For a long time, we’ve all been conscious not to put all our eggs in the same basket when it comes to social channels; only be active where your audience is.
But if your subconsciously doing the same with other channels, or simply not using them, then it’s time to re-think your strategy.
Social media and newsletters continue to rank highly when it comes to where to promoting the content you produce, but many agencies are sleeping on online communities. So make sure you’re utilising them effectively:
How are you defining your content’s success? It’s easy to measure lots of different statistics and think your content is successful if you’re seeing positive results. But how do they translate to your strategy?
Define your KPIs based on your strategy to better understand how successful your marketing efforts are in targeting you niche.
If your commercial strategy is to convert prospects in the engineering industry, then the metrics you need to measure should include the how many qualified leads of engineers are coming through your website.
You’d want to see who is engaging with you on social channels; are the folks commenting or engaging someone who would fit in your ideal client persona?
Better yet, ask your audience what they’re reading at the moment, what questions do they want answers for, and what were their recent searches on search engines and use this feedback, combined with your metrics, to refine your content strategy moving forwards.
Want to convert traffic on your website? Content will go a long way, but your case studies will help turn traffic into leads.
Don’t just showcase your favourite pieces and with some AI-generated wording around it. Drill down into the problems they faced, and exactly how your agency solved it, and the impact it’s made on your client’s business.
Now you’ve got your list of actions, it’s time to deliver to your agency’s niche market!
Once you have an understanding of who they are and how to market to them, you can refine your sales content. The reward? You’ll start to see your leads not only coming in, but reaching out with intent.
The next natural step is to refine your sales process to make sure those leads convert while they’re hot. But is your sales team fully literate on the digital marketing services you sell?
If your sales team are great at selling, but not as knowledgeable on what you sell, then a tool like Insites can help your sales team communicate SEO, performance, compliance, and more to your prospects meaning they sell, upsell, and retain more.
Fancy finding out more? Book in a call with one of the team today!
Happy marketing! 👋
The Insites Team
19th December 2022
06th October 2022