By this point, you have a good idea of how your company can begin creating written content.
Over this series of articles introducing you to marketing writing, you’ve learned about B2B vs. B2C content writing, how to optimize your content to appear in Google’s search results, and how to structure your content pages using HTML headings.
This lesson is about deeply connecting with your buyer.
It is based on a mantra you may have heard in a university classroom or espoused by marketing thought leaders: “When you market to everyone, you appeal to no one.” This applies to your content writing.
Instead of creating written content for all of your buyers, you will identify niche segments within your buyer group and create content they, and only they, will benefit from. It turns out that by writing for a few buyers at a time, you eventually reach all of your buyers. Let’s examine this niche approach further.
In this lesson, you will learn how to:
Identify a niche within your collective buyer group
Write content for these niche segments
Distribute content organically and using paid advertising
Niche audiences in your content writing
Your buyers were not created equal. Though they all use your product or service for a common end goal – perhaps increasing their user base, building a brand, or distributing content – every one of your buyers still has unique problems and situations related to their industry, their users, even government regulations.
Let’s look at an example of different segments of a collective buyer group.
PandaDoc is a well-known document automation company that helps their users electronically sign important documents. It works with many companies across many industries.
In fact, their products are built to work across 23 different industries, from the telecom industry to nonprofits to life sciences, PandaDoc’s products help each industry in different ways.
Since each industry has different reasons for using electronic documents, PandaDoc has created tailored written content for each segment. This written content is specifically written with one niche in mind.
In fact, most of their written content is useless to most of their buyers. An insurance company will not benefit from PandaDoc’s “Legal Industry” written content. But it doesn’t need to because a buyer from the insurance industry has her very own content page.
By creating this hyper-specific content for its different buyer segments, PandaDoc is able to form a deep connection with its users. This has allowed it to expand its services and grow its market share.
How to identify your niche audiences
There are several ways to identify and understand the different segments that make up your collective buyer group:
Use Linkedin to understand your buyers
If you sell a B2B product or service, use Linkedin to better understand individual members of your buyer segments. Their Linkedin profiles are publicly available and give you a peek into the kinds of groups they join, their interests, and the kinds of articles they post.
Linkedin is a great starting point to understanding a buyer’s pain points. When possible, join Linkedin Groups to follow along conversations.
Use Facebook to understand your buyers
Facebook is another resource to get more information about your buyer segments. While some Facebook profiles may be private, some may be available for you to study.
If you operate in the B2C space, look up buyers’ Facebook profiles to see what kind of content they are sharing and infer what is important to them. Look at their Groups, Posts, and Likes.
Use public forums to understand industry jargon
Although buyers may already be using your product, your written content may still not be speaking their language. Public forums can help you understand a buyer segment’s perspectives and pain points.
Face-to-face meetings with existing buyers
Meeting with existing customers and asking what problems they struggle with within their industry should be something you are already incorporating into your marketing efforts.
What problems do they struggle with?
What would they like you, their service provider, to help them with?
Different pain points help you distinguish between the various segments of your collective buyer group.
Your intuition to put it all together
Data is king, but your gut and intuition are equally valuable. Once you have a better idea of your buyer and her unique problems and needs, take a moment and place yourself in her shoes.
What content would you want to consume?
Would you want it to be long or short-form? Would other mediums besides the written word be more appealing?
Trust that your intuition and awareness both have value.
Writing for niches you don’t really know
When creating written content for a specific niche within your buyer group, be helpful. As the service provider to your buyers, your job should always be to serve and add value.
But even after identifying different buyer niches, you may not have the expertise to write content that’s truly helpful and adds real value to your buyer segments. There are a few things you can do to enhance the value of your written content for your target audience:
Include an expert opinion
If you have access to an expert for a buyer niche, don’t hesitate to reach out to him with a request for a short interview about how he deals with key problems in an industry.
You can email a request for a short interview, or request he review your product for free. Ask for permission to use that feedback within your written content.
Find keywords using a keyword research tool
Keyword research tools like Google’s Keyword Planner (available through your Adwords account) can help you understand unknown buyer perspectives by seeing what search terms are entered around key industry topics.
By creating a list of key search terms, you can enhance the value of your written content and improve its search rankings
Become an expert
This may sound daunting, but taking the time to understand a specific industry can help you better serve key segments of your collective buyer group. Note that by expert, you don’t need to have enough knowledge to start writing books. But taking the time to inform yourself can help you speak the buyer’s language, know which aspects of your product or service are valuable, and which ones aren’t.
Once you identify a target niche, and you’re able to speak the industry language, it is time to start writing. Click here to review best practices for creating written content. Equally important is ensuring your written content reaches the right buyer.
Delivering Written Content to Niche Markets
Once you’ve begun creating industry-specific written content for your buyers, your next step is to distribute it to the right buyers. You can do this in two ways: organically or with paid distribution.
Organically reaching your target audience
Organic distribution of your written content typically starts with your existing customer base. When distributing industry-specific content, your goal is to share something compelling enough for your niche buyer to share it with friends and colleagues.
If your buyer is in an industry that doesn’t see a lot of written content, make sure your content is seen.
Share your written content in your newsletter, send personalized emails to existing buyers (with a link to your content), and create optimized social media posts using Open Graph metadata. Make the most of your organic distribution efforts.
Paid advertising to reach your niche audience
Paid distribution of your written content allows you to scale your content writing efforts by getting it into the hands of many target buyers. Advertising platforms like Facebook, Instagram, and Linkedin allow you to target niche buyers at relatively low costs.
Advertising hyper-relevant content can bring qualified leads to your webpage. This kind of social traffic improves your content’s search rankings, and opens the door to new buyers learning about your solutions to their industry-specific problems.
TL ; DR Summary
Instead of creating written content for all of your buyers, you will identify niche segments within your buyer group and create content they, and only they, will benefit from.
Use Linkedin, Facebook, public forums, in-person interviews, and your intuition to identify and segment your buyers into niche groups.
You may not yet have the expertise to write helpful content. To make your written content helpful to your target audience, include an expert opinion, include keywords, or educate yourself on the industry.
Distribute your written content to the right buyers using organic distribution or paid distribution.