Today, the internet is full of companies with large budgets for content marketing. These businesses can afford to produce posts, videos, and infographics at breakneck speed, leaving their competition in the dust. For smaller companies or ones with a slimmer budget, this level of production is unsustainable.
If you cannot directly compete with the production volumes of these types of companies, it's better to focus on topics your audience cares about. When writing content for a niche audience, you have to go beyond thinking about what you find interesting. You have to research your audience extensively and determine what makes them want to read. Here are things to keep in mind when you're writing for a niche outside your interests.
"Boring" Niches Don't Exist
Things are rarely boring in themselves. When you consider a topic "boring," it often means the niche isn't for you. You're not interested in the topics, but it doesn't mean no one else will be. If you're not the ideal customer of the company or brand you're writing for, you need to do a lot of research into who they are. It's because the niche doesn't have to be attractive to everyone—but it does need to attract the people who matter. In this case, it's customers or clients.
The secret to an effective content marketing strategy is that people should benefit from sharing your content. Even if they're not your customers, they should feel a strong sense of needing to show others what you have written. You need to create hype around your brand and convince people to link to you.
Be Intentional About Where You Share Content
Don't just share your content everywhere on the internet—you have to find the best places where you can promote your posts. For example, if you provide HVAC repair services, you'd be better off advertising your services in Facebook groups of real estate agents or property managers instead of car salespeople. If you create hiking boots, you go to groups of hikers.
Often, brands and organizations don't suffer from having a boring niche. Instead, it's because they don't know how to target their niche. They opt to advertise to a broad audience instead of creating relevant content for their ideal customers.
Seek Out Expert Content Writers
Another problem people face when writing for specialized niches is that it's finding it challenging to locate a writer who can provide what they need. When you produce content online, you have the responsibility to write well-researched articles. It's not enough to be entertaining—you have to be informative as well.
Often, business owners find it hard to hire writers who have direct experience in the product or service they are selling. In this case, it is fine to hire someone from outside your niche—just make sure they are the type who researches extensively and is responsible for the content they produce. Asking for a paid trial article is a way for you to qualify people who want to work with you.
SEO is Easier for "Boring" Niches
If a topic is popular online, expect to work hard at SEO. "Exciting" niches tend to attract the lion's share of writers who produce unique content. These places also tend to lean heavily on promotion through social media, so their articles get links quickly. When you write for a less popular niche, you probably won't get the same amount of backlinks other niches do.
If you write for a small niche, the most logical way to improve is to link to each other. It's not the intuitive thing to do—after all, some of those websites will be of your competitors. However, it helps all of the linked websites improve their rankings. When you rightfully indicate that another website is a relevant source, it helps both you and the other brand.
Use Different Types of Content
Don't rely solely on long-form articles. Readers want a multimedia experience today—besides, they don't read articles from start to end. They usually skim paragraphs and only closely read the ones that contain the information they need. If you have a long article, you can break it into sections to give people an easier time finding the content they need.
You could also vary the types of content you produce. Besides essay-type blog posts, there are several other ways you can expound on a topic:
- Case study: A case study is an in-depth look at how your company has provided a solution for another one. It is usually targeted at readers who want more information on a topic. Medicine, Finance, law, and digital marketing are all niches that benefit from this format.
- How to & Tutorials: This type of content is among the most popular online. You can improve your how-to posts by building "skyscraper" content that fills in gaps left by other people's articles.
- Interviews: Speaking with an expert in the field will help you in several ways. First, your discussions will inevitably produce new ideas or exciting and fresh takes on issues. Second, your guest speaker and you can link to each other's websites, which helps your rankings. Finally, inviting guest speakers allows you to broaden your network, which leads to more opportunities in the future.
- Lists: Another mainstay of blogging is the list article. Besides being easy to put together, it also gives your content an SEO boost. Google treats numbers in articles as indicators of authoritativeness; if you have numbered lists that provide the information your target audience needs, it'll help your rankings.
There is no such thing as a boring niche. When you consider a niche boring, it's because you aren't the target audience for it. If a business blog attracts the right people to their posts, they will gain decent traffic from it even if they are in a smaller industry or area of expertise. If you are writing for a hyper-focused business blog, the tips we shared should help you write better content for your brand.
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