In the battle of B2B niche content marketing, how will you stand out and strategically win?
B2B niche marketing brings forth its unique complexities and challenges that traditional content marketing may not adequately provide. After all, modern businesses must be adept to fix their problems with modern-day solutions.
Oftentimes, content marketing within B2B industries face a significant hurdle; that is, how to reach their potential customers-the higher-ups, and the decision-makers. Targeting this specific group of people might be challenging, especially because they rarely use social media, but it’s not impossible. You just have to know how to do it differently.
Table of contents
What is B2B Niche Marketing
Niche marketing is a type of marketing that focuses on a specific target market.
Niche marketing is important for B2B businesses because it allows them to focus their resources on a specific group of customers.
By focusing on a specific target market, B2B businesses can create a more effective marketing strategy and better use their resources.
Identify Your Target Audience
It’s crucial to have a deeper understanding of your target market and perceiving what is considered the most important from their viewpoint. This is going beyond the basics of knowing their age range and income status, but really hunting down where they hang out online.
It’s also worth noting to pay attention to your existing customers and use that information to analyze your potential customers.
Create Content to Establish Credibility
Investing your time and effort in producing high-quality content for your website is a proven way to demonstrate that you are credible. Securing the trust of your target audience will help build a solid foundation for your prospects. Provide citations, quotations, and interviews with subject matter experts.
This increases the chance that one of your target audiences shares the article within their social network.
Take for example the company The KR Group, Inc., a provider of technology solutions for businesses including security, networking, and data storage, among other things.
They use content pillars to establish authority over managed IT services.
A content pillar also referred to as a content cornerstone, is a comprehensive article used as a foundation for other smaller, more digestible pieces of content.
The KR Group’s strategy not only showcases their expertise and authority over that field, but it also adds context and improves their PageRank flow through the internal links.
Wistia, a video hosting platform, is another great example. Each article produced is highly educational and is of superior quality.
The article above was intended to educate the audience on how the budget directly impacts the quality of video produced. By teaming up with another company, they produced different product videos on extremely different budgets.
The result? A unique piece of content that created an opportunity for co-marketing, all the while introducing their tool as a successful solution.
Carefully Crafted Case Studies
Ranked as a favorite content tool in marketing, it’s critical for B2B niche content marketers to innovate and inspire their target audience. Getting into the thought processes, knowing the challenges they face, and the solutions they devise positions a business into a more relatable perspective.
This approach also bolsters your credibility with the decision-makers, as it shows proof of your company’s competence.
There are several ways to promote these case studies to your target audience.
Email Marketing: Communicate the hard-hitting facts via email, along with a link to the case study on your website.
Include Case Study Links in Press Releases: You may also embed a link to the appropriate case study when doing a press release.
Direct mailing to the executive’s offices: It’s harder to break through the marketing noise than it’s ever been. An old strategy that has recently been shown to be as effective as ever is direct mail. It’s cheap and guaranteed to show up at the doorstep of whoever you’re trying to target.
Pitch to Publications
Pitch the right content to publications that are most read and respected by your target audience. This may come in the form of Webinars, Articles, or Case Studies. Investigate where your target audience is highly concentrated.
Are they congregating at online or offline magazines? Do they prefer newsletters in the niche industry? Or are they avid followers of a well-established blog?
Whichever it is, grab that opportunity to reach your target audience, get your content in front of them, and ensure that YOUR message is heard.
Utilize Broader and Narrower Keyword Terms
There will be times when you need to put yourself in your audience’s shoes and think about which words truly describe what your niche is. It’s not about using it all, but using keywords appropriately. Create content that covers the entirety of the keywords, and then narrow it down to filter the potential customers.
Use the “Question and Answer” Format
Did you know that using a question-type format helps your content to appear higher in the search results? Yes, it does, and you should definitely use this to your advantage when creating content for a niche market.
Use this as an edge over your competitors and be creative about the relevant questions and answers someone may use to find your content. Engaging in forums and websites such as Quora will also encourage your target audience, establish your credibility, increase brand recognition, and promote your website.
By showing that you are an expert in your industry, someone will develop an interest in your industry, your products, and your services.
Know Your Niche Marketing Competitors
It’s vital for any kind of business to be aware of what their competitors are up to, bust most especially for a niche market. With the small and hyper-focused target market, competition is even more cutthroat. You always have to be one step ahead of your competitors.
In summary, here are the ways how you can market your content to a niche B2B market:
Generate leads by Identifying your target audience
Create content that will verify your credibility
Use Case Studies specifically crafted for your target account
Team up with niche publications
Utilize related keywords and filter relevant prospects
Engage with your target audience through forums
Keep a tab of your competitors
Marketing your content to a niche B2B audience should be impactful. It’s not about taking the path that’s easy and quick, but rather the arduous journey. However, it will be worth it once you overcome it.