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How to achieve cut-through with content marketing in any niche

 

Content marketing can be a challenge when you operate in a niche industry, but with these five secrets you’ll be creating engaging content in no time.

clarissa

Posted 6 September 2018
by Clarissa Hirst

When you’re not selling once-in-a-lifetime travel experiences, it can be easy to fall into the trap of believing no one will be interested in your content.

But with the right digital marketing strategy, your content marketing will excite and engage potential customers, no matter how niche your offering may be.

Here are five tips to produce digital content that connects with your audience and encourage them to take action.

1. Use a unique voice

Take the time to consider the voice your content will adopt, and how it will stand out from all the other content that’s out there on the web. People will stop scrolling and pay attention when they read something in a voice not everyone else is using.

Excitement is infectious, so one strategy is to funnel your excitement about your business into your content. It will have a flow-on effect. If it’s aligned with your brand, you could also consider using humour in your content marketing as a way to differentiate yourself and spice up dry subject matter.

Just because every other business in your industry writes one way, it doesn’t mean you have to. Dare to be different, and you’ll stand out from the crowd.

content marketing

“People will stop scrolling and pay attention when they read something in a voice not everyone else is using.”

content marketing

2. Tell a story

A good story will always help you engage potential customers. That’s because when you get personal with your digital marketing and let people into the background behind your business, it connects with readers and makes them feel a part of it. You present yourself as human, relatable and trustworthy.

Share customer testimonials and case studies on your website. If you’re a family-owned business, don’t just write a generic About Us page – share the history of how it all started.

2. Tell a story

A good story will always help you engage potential customers. That’s because when you get personal with your digital marketing and let people into the background behind your business, it connects with readers and makes them feel a part of it. You present yourself as human, relatable and trustworthy.

Share customer testimonials and case studies on your website. If you’re a family-owned business, don’t just write a generic About Us page – share the history of how it all started.

content marketing

3. Make your content marketing useful

Good content shouldn’t focus on selling your product or service, and it also shouldn’t tell readers what they already know. Instead, use your content to offer thoughtful insights, unique perspectives and valuable advice to teach readers something new or help them solve a problem they’re facing.

Useful content is always engaging, and it positions you as a helpful expert who delivers value.

“Useful content is always engaging.”

content marketing

4. Incorporate visual elements

Audiences will only give your content a few seconds of their time before turning their attention elsewhere, so you need to grab them immediately with captivating visuals. Visual content interspersed throughout an article, webpage or eBook also gives the reader a mental rest, spicing up the written text and making it more compelling.

Here are some ways you can incorporate visual components into your content:

  • Turn key figures or stats into a colourful graph to make them easier to digest.
  • Reproduce the key points of your article as an infographic.
  • Take an impactful sentence with a key takeaway and turn it into an info image.

If you don’t have the resources to create graphics in-house, try some simple tricks such as breaking up the text with some high-resolution images or embedding a video from an industry thought leader. Alternatively, get some expert content creators involved to help you create well-written and visually stunning pieces.

content marketing
content marketing

4. Incorporate visual elements

Audiences will only give your content a few seconds of their time before turning their attention elsewhere, so you need to grab them immediately with captivating visuals. Visual content interspersed throughout an article, webpage or eBook also gives the reader a mental rest, spicing up the written text and making it more compelling.

Here are some ways you can incorporate visual components into your content:

  • Turn key figures or stats into a colourful graph to make them easier to digest.
  • Reproduce the key points of your article as an infographic.
  • Take an impactful sentence with a key takeaway and turn it into an info image.

If you don’t have the resources to create graphics in-house, try some simple tricks such as breaking up the text with some high-resolution images or embedding a video from an industry thought leader. Alternatively, get some expert content creators involved to help you create well-written and visually stunning pieces.

5. Get creative

Don’t assume that all the content you write has to be closely linked to your industry. As long as you provide value to your reader, and are able to link back to a product or service you offer, you can be as creative as you like.

Carefully consider your audience and the things they’re interested in and would enjoy reading about – you can even ask them directly. Then, produce content on topics that they find interesting and helpful, and let your product or service take the back seat.

It’s difficult to make content exciting, and it takes the expertise of professional content creators to turn certain topics into a riveting read. NZ Digital is a full service digital marketing agency with the experience and expertise to help any business produce engaging, valuable content.

content marketing

Need help with content marketing for your niche or technical offering?

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