Developing a content marketing strategy in a niche market

Your content marketing strategy documents the most important parts of your plan and serves as a guide that you can fall back on. Your strategy explains how you are going to build an audience within your niche by regularly publishing and distributing relevant and valuable content which informs, challenges and inspires your target group in order to stimulate profitable actions. A good content marketing strategy provides answers to questions including:

Yes, you do! Content marketing offers a web of possibilities, but it is easy to become entangled. And based on the knowledge present within your company, you are undoubtedly able to produce relevant and high-quality content on many topics. If these topics follow each other in rapid succession without a strategy, your audience won’t know what to expect and may lose interest quickly. Using the questions shown above as guidance for your content plan also enables you to measure progress and evaluate your success. Make sure you share your strategy with the entire company to create capacity. Keep in mind that your employees or colleagues are often the best source for creating relevant and valuable content. They are the ones that speak to people within your niche market. Use their knowledge and insights to become the leading source of information within the, for example, geospatial industry!

In order to answer the questions that will ultimately form the basis for your strategy, you first need input. We advise you to start with a very broad view to gather as much relevant information as you need. Check which content is already available and any reactions that have been received in the past. Find out what your competitors are doing in this area. Talk to your employees about their knowledge and market insights, and discuss what they are willing to share. Try to find as many supporters or ambassadors for your plans as possible, including the management team of course. Content marketing in a niche market is most likely to succeed if it is widely supported at all levels of the company. The success of your efforts depends on the knowledge and insights from your employees, colleagues, customers and external partners!

Do you want to know more about content marketing? Ask your questions to one of our marketing advisors via the contact form or check our content marketing page.