These days, everyone knows that adding blog content to your website is one of the most effective ways to promote and grow your business.
With proper planning, your blog content will drive organic traffic to your website, increase brand awareness, establish brand authority, and generate leads, conversions, and sales.
Even so, many brands, especially those in a very narrowly focused industry or niche, are hesitant to develop a content marketing strategy for fear that they will not be able to string together pieces that are strong enough to stand out amongst the competition.
Other brands in narrow niches feel that there simply isn’t enough to write about each week or month.
The human attention span is 8 seconds long, meaning you only have a short amount of time to capture the interest of your audience and entice them to click the link and read your blog.
However, writing in niche industries is entirely possible, and it will lead to higher conversions. To do this, though, you’ll need to write blogs that are interesting, informative, and entertaining enough to translate buying intent into traffic and conversions.
Blog content can
serve as an evergreen marketing tool that establishes your
brand even if that brand exists within a niche industry.
In this guide, we will share tips to help you maximize your marketing efforts and create blog posts that are specific to your industry or niche!
How to Create Industry-Specific Blogs
Write for Your Audience
Your intended audience will come to your site looking for educational information related to your business, product, or service.
To write content that speaks to this audience, you will first need to define your target audience
and create a buyer persona.
Finding what your audience is interested in will help you frame your content. There are free resources available to help you determine exactly what your audience is seeking. A simple keyword search on Twitter
or on Keyword Tool will bring up the keywords searched by users within your specific industry.
Unlike a personal blog, your target audience is not coming to your site to read about you, they have a problem and they need a solution. So, give them what they are asking for. Figure out what problems or pain points they have and address them through clear and concise writing.
Frequency and Length of Posts
Your blogging frequency should be consistent, typically only held back by budget.
Research has shown that business or corporate blogs that post 3-5 times per month are getting twice the amount of traffic
of websites that do not post new content.
But, it is worth noting that there is not a specific number of blogs
that will generate increased traffic. Blog consistently, and with intention, and you will see results.
Your word count should be enough to properly explain the subject, but not to short as to affect SEO
and google rankings.
You’ll need enough words to clearly convey the message but not so many that the reader cannot easily find what they are looking for. Demonstrate your industry authority by using headers and bullets to help readers find the relevant information.
Recommend blog length is 1500 – 2500 words
Create a Great Headline
With a boring headline, your audience will potentially skip right over your blog. Your headline should also be straightforward so as not to mislead the audience but interesting enough to click.
You want your post to be read, of course, but you also want it to be shared.
For a great resource on writing compelling and click-worthy headlines, check out our post here
A great headline will be useful to the reader, create a sense of urgency, present information in both a unique and ultra-specific way.
Remember, these headlines will not just title your blog, they will also be used to generate interest in social media posts and email marketing campaigns.
While starting your content journey, one of the most potentially complicated/difficult aspects is developing a proper content strategy
Start by defining your business goals for your content. Leads? Social media shares? PPC landing pages?
Blogging is an effective inbound marketing strategy but only if you have some direction. Are you hoping to generate more organic traffic from search engine queries? Are you trying to build brand awareness or launch a new product? Do you want to increase sales?
It is entirely possible that you are hoping to do all of these things with your blog but knowing the answers can help you create a content plan that actually moves you towards a specific target.
When it comes to generating topics, one of the best places to start is with your frequently asked sales questions.
Look at your sales process
, which questions are you being asked over and over? This will help you determine the specific information that will be most valuable to your target audience. Begin by creating blog content that answers those questions.
Think carefully about your industry. What information, both general and specific, would interest the audience? Does the audience need greater clarity and understanding, as would be the case in some technology and finance sectors, or, is there rapidly shifting legislation or frequent news that is relevant to the industry and your business that should be passed on to the audience? If you are in the rapidly growing cannabis industry, for example, you will want to both inform your customer about cannabis in general and keep them educated and updated on the legal landscape.
Answering these questions and thinking deeply about your business, your industry, and how they both relate to your customer, will go a long way to helping you generate topics and develop a content strategy.
Create Great Content
You know your brand best, and therefore, even if you choose to outsource your content strategy and blog writing, the backbone of the strategy will come from you.
Writing quality content not only gives your audience the information they are searching for but also establishes your business as the industry authority, leading people to return to you when looking for answers.
This level of industry knowledge and understanding will keep your brand front of mind so when the time comes to purchase a product or service, individuals are more likely to seek out your business. Providing great content is a sales long game and an effective one at that.
Bolster your written content with images and videos. For businesses with a tight budget, you can choose royalty-free stock images from free sites like StockSnap
. You can create your own infographics on sites like VennGage
. Sites like Lumen5
allow you to customize eye-catching videos from your blog content.
Aside from writing solid, informative, and/or entertaining text, you will want to ensure you have an easy to read format. Remember, many visitors to your site will be accessing it from a mobile device so be sure to break up large chunks of text into smaller, ‘bite-sized’ pieces.
Use headers, numbered lists, and bullet points to make your post visually accessible. Do not make your readers work to find the information they seek. Lay it out clearly and simply.
Try Not to Stress
Once you’ve created a direction with goals and measurables, blogging can be a lot of fun!
The more you post to your blog, the more search engines like Google will take notice. Over time, you will see results.
Some blog posts will perform better than others. Some may unexpectedly take off while others come up a little flat. But they all matter, and they all make a difference.
Employ the tips listed above and you are sure to see results.
For help creating content or developing a content strategy, reach out to okwrite