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Hey, does anyone have strategies or advice for putting together a content/SEO strategy for a very niche audience? The client's solution is for people that sell on Instagram Live, the search volume on all related terms is low. Outside of product description content, how do you approach putting together a successful strategy?
We have a relatively niche audience for our software platform (although we're expanding that niche). Since we're not in the volume business, we need highly qualified leads to close. Our content strategy reflects this by leading sales-driven and low-funnel content about challenges our software can solve and how they should think about our industry (before- and after-school child care programming)
I'm not sure that helps 😅, but I live in the niche audience world.
It does, thank you! When you say "how they should think about our industry" is this more thought leadership pieces, like industry trends, issues to solve, etc? @Max Sundermeyer
@Alyson I’ve had a similar experience in the vacation rental industry — where professional short-term rental property managers are the target audience for my clients, but there just aren’t enough of them searching for keywords to generate any useful data from typical SEO research tools. But this audience lives and breathes in Facebook groups and conferences, so I like to look for common questions in communities or popular conference talks to get ideas for blog topics and social posts. Then, I conduct searches for the related terms to see what kinds of suggested search queries or zero-click content pops up. Whatever those corresponding venues are for your audience, you can use the same approach. You won’t have the search volume data upfront, but if you publish good content and rank for those long-tailed niche keywords, you should see valuable traffic from your ICP come to the site after the fact.
@Alyson - Yes! We have an opportunity to create a lot of content around how our customers can think about modernizing after school programming, with the behavior goal that they should always be thinking this way.
And @Sara Gates brings up a great point about finding where this audience is and what they respond to. Prior to our launch in February, we researched thousands of school districts. The benefit of a niche audience is that you can really dig into where they are and how to reach them without a ton of investment. Once we had a list we felt really good about, we felt really good about contacts, location, email, etc. we knew we had a good foundation. Finally, we've learned our audience responds well to email, so that is our outbound bread and butter.
I love both of these answers. Thank you very much @Sara Gates and @Max Sundermeyer!