Play a quick game of “what if” with me, if you will. What if you were a pediatrician dealing daily with the illnesses of children, the worries of parents and the regulations that sometimes make it more difficult for you to provide care for your patients. What type of content is going to grab your attention, much less convince you to part with your contact information or time?
I’m guessing a pediatrician and his staff aren’t taking the plunge based solely on generic content or even content aimed broadly at the health care industry. Busy professionals, no matter what their niche, don’t have time to read or view B2B content that doesn’t speak directly to their day-to-day needs. Your lead generation strategy must keep that in mind. Here are three reasons why.
Niche Content Marketing Makes You Unique
As early as 2014, the Content Marketing Institute reported that 93 percent of B2B marketers were using online content marketing to engage, educate and convert clients. We don’t have to explain the draw of content marketing: it’s relatively inexpensive and it works. But that’s a lot of brands screaming into the void of the web, hoping something sticks with the right person. Without a differentiator, that’s all you are too: a brand trying to outshout (or out SEO) everyone else.
When you engage in niche content marketing, you begin to carve out a unique space for your brand on the web. You also begin to stick in the minds of those you most want to reach. Building a lead generation process that includes niche content means that you provide something specifically valuable to your target market. If your content is always somewhat valuable to your target market and also a good range of other people, then it’s not niche enough and probably not valuable enough to generate strong leads.
That doesn’t completely invalidate the content (general content can be useful too), but it does mean you might want to consider creating something special for your most coveted potential clients. And, it also means you might want to find freelance content writers for your website that specialize in your niche.
A Targeted Approach Builds Trust
Neil Patel says, “Great content builds trust over time and keeps prospects close to you. And trust comes before the sale.”
When you’re dealing with niche-based prospects in the B2B world, you’re facing an audience that already knows about the subject. They probably know a lot about it, to be honest. Overarching content that skids across the surface or delves into generalities simply isn’t going to impress anyone. Keep your prospects close by:
- Learning about the specific challenges that face your target audience. Find what you need via feedback, interviews, focus groups, emails or surveys — never just assume you know.
- Creating content that provides actionable solutions and information directly related to those challenges. Link your services and products to the solutions.
- Integrating non-sales content that positions you as an expert in your niche
When facing niche-based B2B prospects, your audience already knows about the subject. Adjust your content accordingly.
Thought Leadership Works Best in Small Spaces
One of the best ways to position yourself as an expert — and build the trust that keeps prospects close — is through thought leadership. This occurs when you create content that moves your brand beyond expert status and sets you up as a leader that people want to follow, buy into and support.
Online marketing expert Larry Kim is definitely a leader in his niche, which is evidenced by 2017’s growing number of unicorn content marketing references. Kim’s advice on how to become a recognized thought leader is to start with a very specific place in the field: a highly specialized niche that isn’t being adequately explored by others. In an interview on WordStream, he says, “The way I looked at it was, if I’m going to do this, I want to carve out a niche, as opposed to just being lost among the vast volumes of content on the internet.”
We’ll be writing more about thought leadership and niche content marketing in the future. For now, we leave you with a few tips paraphrased from Larry Kim himself to get you started on your niche content marketing journey.
- Read extensively in the niche so you know what others are doing
- Ask yourself: what is not being done or said?
- Decide on a strategy that sets you apart
- Demonstrate your knowledge with well-written, well-researched content
- Develop your own brand and style as you develop content
- Be patient; content marketing takes time to work