Your product or service may be in a niche market, but that doesn’t mean you can slack on your content creation and assume that because you have less competition, potential customers will automatically find and appreciate your content.
In fact, you should work even harder while you have less competition to ensure that – should your niche’s popularity start picking up – you will already be an established authority and leader in your industry.
With that in mind, here are five ways to make your content stand out, no matter what your niche is.
1. Add custom visuals
You don’t have to have an in-house graphic designer or be a Photoshop wizard to create good-looking visuals- although, hey, that doesn’t hurt either. Free tools such as Canvas walk beginners through the process of creating unique, customized graphics that can accompany anything from a blog to a social media post to a podcast cover.
Use your company’s color palette and fonts to brand your images, and make it a habit to include a custom visual with everything you post. Various studies have proven that humans are visual creatures who respond quickly to visual stimuli; take advantage of this while crafting your next tweet with an image, and watch your engagement soar.
2. Mix evergreen content with trendy, of-the-moment topics
Take a two-pronged approach to your content strategy by mixing long-lasting, “evergreen” content with relevant, timely topics. Your evergreen content is the content with information that’s never going to change- for example, “What is Underwater Basket Weaving?” Your timely content talks about the latest trends, best practices, industry news, and more, like “Hottest Underwater Basket Weaving Trends for 2015.”
By mixing the two, you ensure that your blog will have clicks for the long-term (as evergreen content will stay important and people will search for it for years) and for the short-term (from people who are looking for the latest, up-to-date information).
3. Make your content compatible with mobile
The days of people sitting down and reading information solely at their desktops are over; people now read anywhere and everywhere, using tablets and mobile phones to consume information. Improve their user experience by making sure that all your content is compatible with mobile phones.
4. Quality over quantity
In this age of content shock, it’s easy to get completely wrapped up in the idea that you have to publish multiple blog posts a day, guides and resources every week, and webinars every other week. Guess what? You don’t have to. In fact, it might be better for your readers if you take however much time you need to publish a thorough, well-written blog post than if you spit out a generic post every day*. Thoughtful content has more of an impact than quick content.
*To an extent. If important news breaks in your industry, don’t take two weeks to post your first blog post about it. Write a quick, first-reactions post to put up on your blog and earn clicks, and then, after you’ve had time to digest the news, write a follow-up post that goes more in-depth in discussing the repercussions of the news and next steps for those in your industry.
5. Have a personality
Fact: people write your content, not robots. Let your writers have a personality with the content they are in charge of. It will make their job more fun, and it will delight your readers as well.
Some of the most memorable marketing campaigns have been a little quirky or a little goofy, like the Old Spice Man or Geico’s “Hump Day” commercial. Show off your company’s sense of humor with creative content that will surprise your audience.
Creating outstanding content is your chance to build your company’s brand and authority; take advantage of being in a niche to establish yourself as an expert in your industry.