I’m a little bit country, and my husband is a little bit rock and roll. Yes, just like Donny and Marie Osmond.
We can never agree on a radio station. Thank goodness for podcasts and audio books as an alternative listening experience during road trips these days! Much better than the alternative rock my husband listens to!
Now, don’t get me wrong, we’ve been happily married for 24 years. Our lives are full of love and laughter.
We just have different needs, wants, and desires when it comes to the musical content that best serves each of us. Finding something that pleases us both is an impossible challenge.
Companies that serve multiple unique customer segments often face the same challenge.
Take a house cleaning company, for example. Imagine it serves elderly couples who physically can’t handle the house cleaning on their own any longer. This could be due to reduced strength, stamina, balance, vision, or any combination of these.
The company also serves mid-life professional couples who may be physically able to do the job themselves, but want to spend their time at home relaxing or doing things they love… and that doesn’t include cleaning the house.
Two distinct customer profiles, or customer personas. Each with different needs, wants, and desires when it comes to the solution this company provides. Each needing to be addressed with messaging unique to their own situation.
Instead of making their web content general enough to speak to both segments of their customer base, what if the house cleaning company published niched content specific to each of them?
What if they had two versions of their e-newsletter, with different content speaking directly to each segment of their customer list?
Would this niched content benefit them by attracting, converting, and retaining more customers?
If you’ve chosen to focus your own business on a specific niche — like the finance, health, dental, pet, or wine industries, just to name a few possibilities — you know how well marketing to a niche can work.
Niched content takes the idea a step further and makes the strategy work for companies that have multiple customer segments who buy their products and services.
Writing Niched Content
When a company has these multiple customer segments who buy for different reasons, then the company needs specific niched content that speaks directly to each of their segments, addressing their unique wants, needs, and desires. And, that’s a great opportunity for us as web writers.
They may need any or all of these types of projects:
- Web Pages
- Lead Magnets
- Autoresponder Email Sequences
- Stand-Alone Emails
- Special Offers
- Case Studies
- Blog Content
- Social Media Posts
- Social Media Ads
Think of the various niched content packages that you could create and offer to these kinds of clients!
Some standard packages of niched content might include these combinations of marketing materials for each niched segment:
- Web Page + Lead Magnet + Autoresponder Email Sequence
- Blog Content + Social Media Posts + E-Newsletters
- Social Media Ads + Blog Content + Lead Magnet + Stand-Alone Emails
You can create your own standard packages, as well as custom-designed packages based on your clients’ individual needs.
And, whatever package they choose, you can multiply that by the number of unique customer segments they have. Because, when they see it works for one segment, they’ll want niched content for each of the others they have, too.
We’re talking exponentially more work — and exponentially more money — for the web writer who proposes and lands these gigs.
How to Have “the Talk” About Niched Content with Your Client
You’ll generally uncover an opportunity for niched content during a discovery call with a new prospect. When you ask about their customers, and they talk about several distinct types, it’s a natural transition to ask if they tailor their messages to each type of customer.
Followed, of course, by why it’s so important to do so and how you can help them do it with niched content.
The bigger the differences between their customer segments, the easier it is for them to see the value of niched content.
Now, if they don’t have a big budget, you may need to get a little creative. You may work with them in phases rather than doing it all at once. And that’s okay. That can lead to a steady and sustained client relationship… my favorite kind!
But, what about your existing clients? Those whom you’ve been working with for a while and who’ve always published generalized content to speak to everyone instead of specifically to each different segment of their customer base.
With these clients, you may be proposing a change to the status quo. So, you’ll have to get them to buy into the idea of niched content before you propose to write it.
Start by sending them articles and case studies. For example, I sent my CPA clients an article on Niche Marketing Success Stories published by the Journal of Accountancy. They were convinced.
Once you’ve got buy-in, the next step is to propose a plan… perhaps start with a single segment (I suggest starting with their strongest) to let them test the waters to see how marketing with niched content can work for them.
A niched content strategy works for your client because they’ll attract, convert, and retain more customers.
It works for their customers because they get content that feels like it was written specifically to them. (Since it was!)
And, the beauty of niched content for a web writer like you is that it makes smart and efficient use of your time. The product or service remains the same. It’s just the audience that changes.
So, all the time and effort you put into understanding your client’s product or service doesn’t have to be repeated. You can use this knowledge again and again when writing the niched content for each new customer segment.
This is working smarter, not harder. And getting paid well to do it.