For businesses in general industries like e-commerce, marketing, real estate, or retail, it’s pretty easy to write compelling content that resonates with the masses. But what do you do when you have a client who operates in a tiny niche? While it’s more difficult to develop high converting content, it’s certainly not impossible.
The challenge with niche content is that it requires more research and preparation than your standard run-of-the-mill content that you can write with your eyes closed. But don’t confuse challenging with impossible. If you find a way to consistently produce high-level content no matter the subject matter, you’ll be a star in this industry. Here’s what it takes to be successful:Analyze Competitors
When you link up with a client in a specific niche, it’s smart to ask them for a list of their biggest competitors. The client should be happy to oblige.
“Start by identifying the most popular blogs and the most influential marketers in that niche,” entrepreneur Jawad Khan advises. “Study their writing style, look at their most popular posts and see if there’s any niche specific jargon that they use.”
Analyzing the competition will do a couple of things for you. First off, it’ll give you an idea of what the industry is like from multiple perspectives. You’ll see what options exist, how much diversity there is, and what sort of things the competition does that your client doesn’t. Secondly, you’ll be able to identify missed opportunities and gaps in education where your client can develop content and generate powerful results.Don’t Generalize – Niche Down!
When it comes to a niche industry, there’s a tendency to want to write general content within the niche. However, this is actually the worst thing you can do. Instead of generalizing, niche down even more.
“Why? Because the narrower the topic, the less research it will require,” digital marketer Neil Patel writes. “If you’re completely new to a field, you don’t want to wrestle through mountains of research and article garbage. You want to stay focused, stay narrow, and go deep.”
Once you’ve mastered some niche topics, you’ll find that you have a better feel for the industry as a whole. You can then zoom back out and touch on sweeping topics with greater authority.Establish Trust and Credibility
In a niche market, trust is everything. Your brand is looking to establish credibility with its audience, and your copy plays a critical role in this process. Here are a couple of ways you can make it happen:Use specific keywords and familiar language that people within the target audience resonate with. For example, this page from Natural Healthy Concepts uses third-party affiliations like “Non-GMO Project Verified” and “International Certification Services” to establish trust.Develop pieces that are rooted in data and factual information that can be properly resourced. Objective content is far more likely to generate trust than subjective copy that’s hard for readers to verify.Always edit and review your content through the lens of the target reader. Is your message clear, trustworthy, and convincing?The Benefits of Developing Niche Content
As a content writer, you shouldn’t shy away from niche content. When you’re willing to take on these clients and their projects, you’ll enjoy benefits like:SEO—One of the biggest challenges you face with digital content writing (in general) is trying to satisfy both human readers and search engines. There’s constant friction between the two. On the one hand, you want to write content that’s designed with the audience in mind. On the other hand, your client demands SEO-friendly copy with lots of very specific keywords. With niche content, this friction is at an all-time low. There’s so little existing content on the topics you’re writing for, that you stand an excellent chance of ranking well for whatever you write. This frees you up to develop semantically pleasing copy that’s crisp, engaging, and reader-friendly.Growth—Any time you get pushed out of your comfort zone on a project, you grow as a writer. You learn how to interact with new clients, hone research skills, develop new writing styles, and work around obstacles. This can be uncomfortable in the moment, but you’re better off for it in the long run.Connections—Niche industries are small by nature. This is good for you. This makes it easy to build up connections, network, and generate business. Do a good job and you could become a hot commodity in the space.
As you carve out your career as a content writer, it’s always smart to diversify your client base—both in size and industry. You may eventually reach a point where you want to focus in on a specific type of content or subject matter. But the only way you reach this point is by first exploring an eclectic mix.