There are many advantages to marketing for a particular industry or sector: being recognized as a leader, less competition and a better chance of reaching the targeted audience. But when you try to find out what type of content you need to focus on your marketing strategy, too little data or a lack of research can be tricky.
However, with work and testing, you will be able to determine what type of content will be most likely to interest your audience (commitment and conversion).
1. Your Buyer Personas
A buyer persona (typical buyer) is a semi-fictitious representation of your ideal customer, based on research and real data on your existing customers. Detailed descriptions of your personas, such as their demographics, buying behaviors, motivations, problems and goals will give you a structure for your content marketing. You can only focus your development efforts on your content.
2. Test, Test & Test
Once you have your buyer personas, it’s time to test content. This does not have to be a laborious and intense task such as writing many new contents: you can easily take back content that you already had and reformat it in different formats.
Try, from a blog article, to make a SlideShare presentation like here, a computer graphic, a short video or a podcast. If you are in an industry niche, for example, you can try to show step by step how it works, demystify some of your processes in order to educate your audience. Videos showing the operation of industrial machines are very popular.
These different tactics can attract different types of targets, and some might enjoy some formats more than others. Analyze the results to see what type of content is traveled and shared most regularly. The results should help you define what type of content your audience prefers.
3. Influencers & Competition
As you want to build your reputation, you need to keep abreast of what influencers and competitors are doing. There are many tools for this (Ahrefs, to name but a few SEO tools). Analyzing what your competition is doing can help you understand the new tactics it uses. You will also be able to analyze their links profile to find sites to place links since they have already made a link to your competitors.
Look at the sites on which they publish, analyze their frequency of publication and sharing.
4. Subscribe to blogs and news sites in your area
In the same way, keeping up with the latest developments through blogs and other websites covering your sector will help you generate and find new content ideas. Google Alerts or RSS feeds will allow you to track what other sites are saying. On Twitter, using lists can allow you to follow bloggers on a specific topic.
5. Target Long Tail Keywords
The so-called long-tail keywords are phrases that users are looking for. They are increasingly important for SEO, content writing and content marketing as a whole. They help us know what our target audience is looking for. It is possible to use tools such as Google Suggest to find long-tail keywords. Sites or forums where users ask questions can also help you.Thus, you will be able to provide content that answers these questions and its research.
So-called long-tail keywords are generally less competitive. You can position yourself more easily than on more generic keywords.In addition, this generally requires less effort.
Once you have used these tricks to develop your content marketing strategy in your area, you will become more persuasive with your target audience and your buyer personas. They will also be more likely to share your content, helping you build your leadership position. However, it is important not to remain frozen in your ideas; test different types of content to see where your audience responds best, and continue to optimize your content strategy.