Is your niche the same as your audience?

Tuesday, January 16, 2018

Audience, target market, niche, which is which and what means what? Much of the time these terms are used interchangeably, but they are not all the same. Simply put by marketing guru Michael Port, “Your target market is the group of people you serve. Your niche is the service you specialize in offering to your target market.” Audience is similar to target market, but let’s look at each alone.

  • Audience - This is the largest of the three. Your audience is the group of people you aim your marketing at in general. For example, if you are in the Health and Fitness industry your audience, is all those who have an interest in keeping fit and healthy.

  • Target Market - Within your general audience you then have a target market of people who may be interested in what you provide - they also may not be interested. So again, within the Health and Fitness industry you may target runners and the items or advice they need for running.

  • Niche - This is the ‘why’. Why are you doing what you do? What problem do people have that you can help solve? To narrow the example down again, your niche in this area may be runners who are mums and dads.

In regards to the content you produce for your business, it can also be aimed at each of the three - the wider audience, a more defined target market and then a smaller section again - a select niche. If we use the above example of the Health and Fitness industry, content writing topics for you may look like this - 

  • Wider Audience - 5 simple steps to staying fit and healthy.

  • Target Market - 5 ways running helps you stay fit.

  • Niche - 5 tips to fit running in around work and family life.

When providing content to your readers, you must decide who you are writing to from the start and which segment of potential customers you wish to aim at. For all of these three levels, the common thread is the same - you want to educate (eventually sell) directly to those most likely to buy.  

Whether it’s a broad audience or a select niche, we can help define your content marketing. To find out more, contact us

Bill Gates Knew his Stuff - Why Content is Still King

Wednesday, August 09, 2017

In 1996 when Bill Gates was CEO of Microsoft, he published a paper titled ‘Content is King’, discussing the newly-born Internet as a means of marketing for businesses heading into the future. Nowadays, this is true more than ever, with many and varied forms of content available to companies for use online to promote their wares, and if they’re clever about it, without even having to pay for a single advertisement. Here’s a look at why we should all hail the mighty Content King.

As a marketing tool, content is not ‘in your face’

Gone are the days of relentless cold-calling and multiple paid advertisements, content in its’ many forms is the perfect marketing tool. People don’t realise they are buying into your product as they read or view each medium. Content is nice and subtle, which most people find a welcome contrast to ‘in your face’ marketing. Before they realise it, they’re hitting the checkout button.

Content makes connections

Particularly if you keep an up to date blog on your site, regular readers will develop a personal connection to your brand, making them more inclined to purchase from you rather than a competing business who offers a cold website only. Relationships establish trust and trust secures customers. Reach out, make the connection, and they will come!

People are searching and content has the answers

If you want to know something in 2017, you don’t ask a friend, you ask Google - standard. Therefore, if you know what your customers (or potential customers) are asking, you can devise content that provides the answers. It’s so simple, it’s almost too good to be true. Write blogs, produce short videos, construct memes, or go ‘live’, all with the single goal of helping people solve problems. 

Content done right, can establish you as the expert

Quality content which is useful to customers and provides value can set you up as a leader in your field, which is exactly where you want to be! Establishing yourself as a leader in your niche is the perfect way to market your product or service, and great content will get you there. Once you are seen as an expert in your field, your name is on the lips of many and in their Google searches, further spreading your mastery and making you the go-to person or business. Bingo!

One quality blog post can perform better than a few hap-hazard attempts, so getting it right is imperative. Why would you waste time when ‘the masters of content creation’ can do it for you? Let us help you set yourself up as a guru in your field and connect you with customers - hello@thewritinggroup.com.au