The internet is a crowded place.  There are over 2 million blog posts every single day, let alone social media posts, podcasts, etc.   Even the best content can have a hard time standing out to a broad audience.  It’s often better to narrow your focus to a niche of the market to engage that audience specifically rather than trying to wade to the top of the content pile in general.

There are several different ways to target a niche. 

Type of Business

Do you have a target client that fits a specific kind of business?  Focus your content on that specific subset.  For example, we tend to work with B-to-B trainers, consultants, and professional coaches, so we create content that focuses on problems and tactics that small to mid-size firms encounter.

Industry

Is there a specific industry that you serve?  For instance, we often work with sales and leadership development training firms and will often use those industries as examples in our content.

Service

Can you narrow down what you are offering your audience? As the internet grows, it is difficult to be all things to even a specifically targeted group.  For instance we focus on email marketing, social media marketing, content creation, SEO, and web development so our content is almost always specific to tactics for one of these categories.

Defining your niche doesn’t mean you have to always keep within those categories but it’s best not to stray too far.  For instance, we provide video editing in certain cases where a client needs the service but doesn’t warrant having a dedicated provider. Just because it’s something that we provide here and there does not make it core service, so we don’t target video editing techniques in our digital marketing channels. 

It also doesn’t mean that other opportunities outside your target focus won’t be generated.  We work with several non-consultant firms and consultants for things other than sales and leadership that see the application of the same techniques in their business.

Building up an interested audience is critical to get the focus necessary to generate business opportunities.  That is much easier to do with a targeted message that speaks specifically to a certain demographic (your target clients) rather than trying to cover everything and hope the right people notice.