Does this sound familiar? You have bags of enthusiasm for your industry, but sometimes you struggle to raise awareness of your fantastic products or services? We feel your pain. Content marketing for niche industries can often be a slow and steady battle, but it’s not impossible.
With the right content marketing tools, insight and plenty of creativity, you can come up with a plan that ensures you stand out from the crowd and, most importantly, your competition. If you understand your target audience and are capable of answering the questions that they’re asking, you can come up with campaigns that really resonate with them.
To give you a helping hand, we’ve identified the best, most useful, and our favourite content marketing tools that can aid your creative efforts.
If you’re not on social media by now then you have more important things to worry about. Whilst not every social platform is appropriate for every business, you can use Twitter for much more than promotional means. Niche industries may find it hard to tweet consistently about their specific services and products, so instead think about your industry as a whole.
We know you’re busy (aren’t we all?) but it’s so easy to keep your finger on the pulse these days that you have no excuse anymore. So how can you ensure you’re using it to its full potential? Well, there’s a few tricks in particular…
Creating lists can be a brilliant way to track particular publications that focus on your industry. By keeping an eye on this list you can see what’s relevant in your field and perhaps even get some content ideas for your own blog. Using software such as Tweetdeck can help you track a list of journalists and publications that can inform a lot of your marketing output.
Tags such as #JournoRequest and #PRRequest can be a godsend for niche SMEs wanting to connect with journalists or other professionals. Some will be looking for experts in particular fields, so make sure you’re tracking these hashtags in case any opportunities crop up for you. If you’re a small business, you may not have the funds to put into media request services, as such tracking these is a great alternative.
Our content team are huge fans of Answer the Public here at Bring Digital.
You probably already know what keywords people use to land on your site, but what other long-tail terms could you be ranking for? By using Answer the Public you can find out what specific questions people are asking and make sure you provide those answers on your website.
If you’re suffering from blogger’s block and are struggling to populate your site with articles, Answer the Public will give you multiple content ideas that could be relevant to your audience.
For many niche brands, the best way to attract attention is to provide useful resources. They might not be the most entertaining things that people have ever read, but if they are informative and help to solve problems, they’ll drive traffic and attract links regardless. Instead of creating content for content’s sake, your site could become a leading authority in the industry by providing informational content that people genuinely need.
We’re in the age of digital now, and one of the biggest advantages of this is being able to easily share everything you do with your team members and the entire business at the click of a mouse. If this file name sounds familiar to you – ‘[Client name] Press Release Final Final FINAL Version’ – then Google Drive will fast become one of your favourite content marketing tools.
There’s nothing difficult about it – Google Drive is simply an online cloud storage place where you can create and keep text documents, spreadsheets, drawings, presentations, forms… And from there you can control who access your documents and who can edit, and all the changes are made in one place. It’s the answer to all your sharing prayers.
As far as content tools go, Buzzsumo is another firm favourite.
Your field may be niche but that doesn’t mean that you won’t have competition. You’ll have no doubt seen these businesses creeping up the search rankings, so why not take a closer look at why they’re so successful?
Buzzsumo gives you the chance to scour a website to find its best performing content. Now we must stress at this point that we’re not endorsing plagiarism – what do you take us for? Using Buzzsumo to do this gives you the opportunity to get a few rough ideas, see how your competition are doing so well and take inspiration from their approach. Don’t copy their content, though. That’s not cool (or legal).
Reddit is where people from all four corners of the internet flock to discuss a huge range of topics. You can pretty much guarantee that people on Reddit have been talking about it – no matter how weird or wonderful you think it is.
Through Reddit you can discover the topics that are trending across the world, and these can act as incredible sources of content inspiration. By taking a closer look at which headlines get the best response, and indeed which topics are most hotly discussed, you can gain an insight into the subject of your next piece of content.
Similar to Reddit, Quora is a question and answer-based content marketing platform. And again, like Reddit, if you’re thinking of a question in your head then chances are it has also been asked, and answered, on Quora.
You can explain different subjects and areas to identify trends and the most commonly asked questions, which can then be used to inform all of your content marketing efforts. You can also sign up to get daily email updates – browse through these to see if any jump out at you as being related to your niche.
Again, hands up who’s busy? Pocket is a neat little app that also connects to your computer. If you’ve come across a super interesting article but just don’t have time to read it, or a video or any other helpful resource for that matter, add it your Pocket and save it for later.
Download the app on your phone or tablet and use your commute to your advantage by catching up on reading industry articles. It also suggests content that you might find interesting, so keep reading and broaden those horizons.
Print and online publications aren’t always going to talk directly about your business, but they may be interested in taking comment from experts on current affairs when relevant. You could be just the expert they’ve been looking for! When it comes to working with the press, swift action is essential. You need to be on the ball with up-to-date quotes and ready to give comments on any issues that are relevant to your business.
Perhaps they’re doing a feature on SMEs or something specific to your industry? Whatever it is, you can be sure that you’re up to speed with the latest developments by switching on Google Alerts. In a similar way to Twitter, you’ll be keeping an eye on all industry activity to see if there is anything you can offer comment on. Once you build up a reputation as a leading voice in your industry, you’ll build trust among your customers and journalists will come straight to you for fresh insight.
Similar to Answer the Public, Google’s Keyword Planner allows you to see how competitive each keyword is and gives you useful insight, allowing you to tap into new terms that you may not have previously thought of. Type in the keywords your competition are ranking for and Google will show you similar terms and how many people on average search for them.
This can not only give you an idea of what content to produce for your website, but it can show you exactly what to focus on for landing page content too.
No one knows your industry better than you and whilst we can give you all these tips to stand out, it’s up to you to push your way through the crowd and make your business heard. Of course, not everybody has the time or knowledge to run effective content marketing campaigns, but we can certainly help.