All internet surfers can testify to the fact that they are highly unlikely to finish reading, not to mention clicking the link to blogs, guides and articles that debate topic proprietary to the so-called “boring” industry niches. Let’s be fair, it’s very difficult to generate as much traffic and gain the same popularity when you’re talking about the recommended frequency of oil changes on your Chevy or the technical flaws of the latest Java script than if you were say, posting about the latest Hollywood gossips. Or is it?
Photo credits: Grevel
The main issue with online marketing in these less exciting niches brings us face to face with the wrong approach. You see, topics like the entertainment industry or weight loss can get away with a lot of things because of their innate ability to capture and maintain the interest of our generation. It doesn’t matter if over 60% of the content is formed from virtually unhelpful promotional blabbering about the latest magazine or fitness product.
However, this does not really apply for the “boring” niches. No, that does not entail that content-driven SEO is inappropriate in their case, but rather that there are certain standards that apply when creating it that will help you avoid boring your audience to death from the first paragraph.
Learn more about the demographic specs of your target audience
Evidently, if you don’t know who your main public is, then you will not be able to adapt the content according to their preferences. Finding out the primary source or readers that you need to tap first consists of knowing the general industry clientele, their normal web-surfing behavioral patterns, who they perceive as authorities in the field, etc.
The well-established competitors of your company are definitely useful in this matter, because their websites provide an invaluable source of information to guide you on your journey. Look, listen, learn, act. How does their most proficient content in terms of traffic look? When was it published? Who shared it? Can you spot any loopholes in their content that you could take use in your advantage?
Focus on creating content with actual applicability for your current and future audience
The temptation of giving in and posting exclusively content that advocates your products is great, I know, especially if your particular type of industry is not the most interesting one. However, do remember that people also search the web for answers to mundane questions and yes, even regarding your niche. For instance, if you manufacture/sell electric screwdrivers, you can still make the content relevant by providing a response to queries concerning:
• Proper screw sizes for a certain project
• The category of tools that should be utilized and when/how
• The best way to remove the nails/staples from a medium density fiberboard
• How to build your very own patio deck
In other words, think outside the box for a bit and you will be able to create instructive content that will appeal to the target audience you established. If one of your clients is interested in acquiring electric screwdrivers, that means he might also be interest in woodworking, DIY projects, furniture refurbishments, so on and so forth. In this case, the content is useful in generated specialized leads and, although it can be regarded as tedious by some, it has a unique value for a carefully delimited audience.
Specific content is vastly superior to generic topics
Closely related to the applicability of your content, specificity goes a long way in terms of appealing to your predefined audience. Of course, this entails knowing the specifics of your potential and current clientele. Unspecific titles and text contents may seem to address a broader audience, but in fact they don’t really attract anybody.
For example, the guide you are reading now could have targeted a topic on the best practices of successful blogging or creating quality blog posts. Yet, not only have these subjects been done countless of times, but there are so many facets to them that a single post would never be able to cover everything. By presenting a singular angle of the story, you have the freedom to elaborate on the details. At the same time, the reader knows exactly what type of information he should expect to find in the article.
Stay tuned for more tips on this topic in the second installment!
This is another fantastic guest post from one of our regular contributors Michael Melen:
Hey, I’m Michael Melen. If you want to learn more about SEO and its essentials, you can take a look at our work in Backlink Build.