Why finding your content niche matters

Estimated read time: 3 minutes

Everyone can start sharing content in minutes nowadays. Businesses can increase their website traffic, drive awareness and leads with a good content strategy. To get there, we need to decide: What’s our content niche?

”The riches are in the niches,” said Leonard J. Scheiner on the Business Storytelling Show. 

These ideas can help you and your company find your content niche.

  • What does your company do and what are the related topics?
  • What do you have expertise in?
  • How much do you have to say about a specific topic?
  • Who is going to say it?

In addition it’s important to define content goals. What do you want your content to do? That could include:

  • SEO
  • Brand awareness

  • Lead generation
  • and so on

Doing it right

When done right content can help us reach our marketing and business goals.

Done right means that we share information that is valuable and relevant  but not always markety to our audiences. But offering content that answers people’s questions canultimately lead to a sale.

Take the example of lawyers. People searching for a specific legal topic might end up on your blog and then consider hiring you because you shared a useful answer showed off your expertise.

So here are my top six reasons how well-executed content helps reach our marketing and business goals:

  1. It establishes organizations and people as experts, thought leaders, etc. It can even lead to earned media coverage.
  2. It increases brand awareness.
  3. It makes us findable in search engines. Frequently updated and useful blogs often rank well.
  4. It builds trust and trust can lead to sales.
  5. It helps us think through problems. Answering frequently asked questions publicly actually can lead to uncovering additional answers.
  6. It’s a longterm investment. Ad campaigns (while they have a place in your digital marketing mix) end when you stop spending money on them. Blog content once published continues to exist and continues to draw relevant audiences.

The bottom line is that blogging can help us and our businesses but we have to figure out what our unique angle and stories are. Once we decide to be authentically and uniquely relevant, determine goals and measurements and  start sharing and participating.

After you start

Once you get started keep in mind that it will take time.

Traffic will be low, it’ll go up, then down, then back up, then stay even and then perhaps go up again!

Some people want hundreds of audience comments on their articles and posts, but there won’t be many – if any – especially when you just got started. It can be a mountain not worth climbing.

Read next: Blog comments: How to build better online communities

There are also many other ways to listen to an audience:

  • What are people reading?
  • What are people sharing?
  • What are people searching for when they find you?
  • What do people mention to you when they see you in public?

Finding and developing your content niche can be rewarding for you and your audience. Just start and keep going.


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