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Niche content is something that not everyone thinks about when it comes to writing articles, blog posts, infographics or even something as simple as a leaflet or a poster. Niche content needs to be able to stand out from the crowd, whilst also being relevant to a specific type of audience, also known as a ‘niche’ audience. But what is niche content, why does your company need it and how can you develop a niche content strategy of your own?


What is niche content?

Niche content is designed to be more powerful than other pieces of content on the internet, but there’s usually a very specific audience in mind to be able to execute niche content seamlessly. Niche content needs a niche audience to thrive and that’s where the right niche content strategy comes into play. 

The word ‘niche’ means, according to the Collins English Dictionary; “dividing the market into specialised areas for which particular products are made” and “a specific area of marketing which has its own particular requirements, customers and products”. 


What does it mean to have a niche content strategy?

A niche content strategy involves planning and developing content that’ll stand out from what it is your competitors are publishing. It makes your brand more prevalent in comparison to similar businesses. But a niche content strategy requires a lot of preparation and, usually, there are some rules and steps to follow to make sure you’re developing the right one, but we’ll get onto that in a moment.


Why should your business create niche content?

There are many ways in which a business can benefit from the creation of niche content. While many businesses will put most of their time and effort into attracting sales, others will play the long game, building trust between themselves and their clients before enticing them into a sale, and much of this is done through the type of content that’s published on your website. So why else should you focus on creating niche content?

  • Enhanced customer relationships
  • It’s an effective, worthwhile use of marketing resources
  • It encourages word-of-mouth
  • It means less competition from other companies within the industry, because your content will be like no other
  • It increases brand loyalty


How to develop a niche content strategy

To help create niche content, you first need to develop a niche content strategy. When it comes to developing your strategy, it’s important that you’re making content that’ll make sense to your target audience, but that’ll also make the biggest impact. Once you’ve created your niche content, it’s then important that you work on getting it seen, and that involves SEO methods and tactics. 


Carry out competitor research

It’s imperative that you’re paying attention to what your competitors are doing. Not only does this help to ensure you’re not creating duplicate content, it’ll also help you to create content that’s not dissimilar to theirs, but that’s not boring or samey. It’s possible to take their ideas from their blog page and twist them into something that’s more engaging and fun to read, without outright copying. 


Get to know your audience

It’s important when creating any forms of content that you’re looking into your target audience. This should be one of the first things you do, before you even sit down and write the content. Use tools such as Google Search Console, Google Analytics, user heatmaps and more. Also, look at the demographics of those who are using your services and/or buying your goods. 

Are they older, younger or is there a nice smattering of different ages? If they’re of different ages, think about other ways in which they can be categorised. If you own a doors and windows company, for example, then the likelihood is that your customers are homeowners, so maybe direct your content online to those who own their own house, rather than to those of a specific age.


Write content that’s easy to read

Writing easy-to-read content is one of the best ways to make sure your content stands out from the crowd. It makes it easier to incorporate keywords and phrases and it’ll help to grab, and keep, the readers’ attention. There are three rules when it comes to creating niche content that’s both engaging and informative and they’re as follows:

  1. Only use short sentences and paragraphs
  2. Break up the content with H2s, H3s and relevant, vibrant images
  3. Make the title eye-catching and memorable

Listicles are also a hit when it comes to easy-to-read content because they can be scanned over by the reader, rather than it being a piece of content that requires more than a few minutes of their time and attention to read. Listicles makes it easy for the article to be navigated and read, because not all articles are read word-for-word anyway. 


Make sure your content is original

This is the absolute key to creating niche content. It can’t be something that appears on every other companies’ website who operates within the same industry. If you own a pet shop and see another pet shop publishing a blog post entitled: “5 Ways to Keep Your Guinea Pig Cage Clean”, then don’t post an article with the same title or swap out “Guinea Pig” for “Hamster”. 

Think about other ways in which you can create competitive content that’s not the same as something everyone else is publishing, but in a way that’s still relevant to the industry. Instead, you could write a blog post entitled: “How to Keep Your Furry Friends Happy at Home”, for example. 

The title stands out more, thanks to the two instances of alliteration, together with the reference to “Furry Friends”, because people see their pets as part of the family rather than just a rodent they have to take care of, so this touches on the readers’ emotional side. 

When it comes to SEO, this can be taken care of within the copy itself, with the use of H2s and H3s. Make sure keywords and phrases are included within those and scatter some throughout the copy as well, but don’t ‘keyword-stuff’, because this will have a negative effect on its SEO.


Experiment with your content

Being brave when it comes to out-of-the-box content creation could be just what you need to help create niche content pieces for your company. This is because it’s more likely to reach niche audiences who are looking for something different that stands out from everything else they have seen. 

Your sole aim is to create something that will stick out in everyone’s mind, among other pieces of content that might have been seen, even if it’s a similar topic. Show the reader that your company has a unique tone of voice and a distinctive brand that can also be trusted. This will help to build a relationship between yourself and your customers.


Get in touch with the experts

When it comes to creating content for your company, whether it be online or otherwise, unless you have in-house marketers, it can be difficult to juggle the needs of business and your employees with creating engaging content. That’s why, if you find you’re lacking time or if it’s simply needed elsewhere, it’s best left to the professionals. 

A dedicated digital marketing agency, such as us here at Kumo Digital, will be able to develop a content marketing strategy for you that’s unique and bespoke to your company. We can give your brand a voice, creating a tailored message that’ll set you apart from your competitors. Content marketers and copywriters are highly-trained and fully-qualified to create streamlined copy that’s coherent and grammatically-correct every single time. 



Kumo Digital has a committed team of marketing specialists on hand to help propel your company into the spotlight. With SEO, PPC, content and website design services available, to name a few, you’ll always be able to count on us to deliver exceptional results that’ll stand the test of time; improving traffic, increasing leads and, in turn, upping sales. For more information about how we can help you today, get in touch with a member of our professional, experienced team – we’re proud to offer our services to a wide range of industries across the UK.


Author Biography


As an experienced Copywriter, Lorna enjoys creating varied content for an abundance of different industries and sectors. From detailed, informative articles to creative infographics, she's always looking to inject originality into the work she produces. When she isn't working, Lorna runs her own lifestyle blog, plays the guitar and loves to take part in charity runs.