A study by Demand Metric has found that content marketing costs 63% less than traditional marketing and generates three times as many leads.
It is therefore unsurprising that 90% of organisations are using content marketing as a key feature of their marketing efforts and that it continues to grow in popularity.
It can, however, be difficult to create interesting content that performs well, especially if your business belongs to a specialised industry.
That’s why EDGE Creative, an integrated marketing agency based in Sutton Coldfield, has written three top tips to help you create remarkable content for your niche audience.
1) Make it relevant
The content you create for your website must be relevant to your niche audience in order to attract the right people to your business.
For example, a blog about the different types of development finance might not be interesting to a student who is about to go travelling, but a blog about the top ten things to do in Cambodia might be.
This is why it is imperative that you think about the types of audiences you are trying to attract.
Once you have identified your ideal customer, you can tailor your content based on their intent and interests.
A beneficial method of finding content your audience will need is to think about questions your business gets asked, and use your expertise and knowledge to create relevant and informative content around them.
Once you know what you want to write about, you can analyse the right keywords to focus on. Keywords are fundamental to helping your content get found as search engines measure how they are used and help determine the relevance of a website page to a query.
If you are creating content that uses relevant keywords, your website is more likely to show up on a search engine result page (SERP).
This means that with relevant content and the right keywords, your website is likely to reach the people who are prospective business leads.
2) Make it original
A type of content that performs well in any specialised industry is original research, which can be obtained by gathering and analysing unique data.
Admittedly, data-driven content can take longer and requires more resources to produce, however as the content is much scarcer, it is found more easily among your audience and ideal customers.
This is because unique content is more likely to rank in search engines as there is less competition.
In order to gather unique research, you should make the most out of the sources that are readily available to you and your business.
For example, you can analyse customer data or send out questionnaires and surveys to gather in-depth primary research.
As well as this, you can sign up for forums, read whitepaper documents and research arguments from other experts to compile secondary information that you can make use of.
Carrying out these types of research will help you gather unique insights into your industry and allow you to create interesting content for your audience.
3) Use an expert
Creating content can be a difficult process, especially if you work in a specialised industry.
This is when it may be beneficial to use a professional marketer.
When you use an expert, you can drastically improve your website content because they can offer a holistic perspective.
This means that not only will they weave together insights about your industry, they will also approach your content from a professional marketing viewpoint.
Regardless of how niche your market is, content is vital for your website to be found through search engines.
Over 75% of internet users click on a search result on the first page, so it’s important that you create unique, interesting and optimised content to rank high.
As search engines are constantly updating their algorithms to ensure that the best content is ranking, it’s imperative that your content follows guidelines and search engine expectations.
At EDGE Creative, we use attentive and meticulous processes to create interesting and relevant content that is fully optimised.
Our established team have watched the development of search engine optimisation and are always up to date with current search engine algorithms.
We have been creating content and helping businesses across the UK and internationally since 2004.
To find out what we can do for you, visit www.edge-creative.com or call us on 0121 355 8092.