For years, digital marketing experts have been saying that if you really want to strike a chord with your audience, you need to get as specific as possible with the type of content you're putting out into the world. In other words, you need to find a niche - your small little corner of the Internet that feels exclusive - and lean into it as hard as you can.
Believe it or not, not only is this still the case, but many agree that now is the time to get even more specific than ever before.
The Power of Personalization
Part of this has to do with how search engine algorithms and even things like artificial intelligence are becoming more fine-tuned, trained to serve content to people who will engage with it the most. The more specific and personal you get in the topics you're writing about and even how you're writing, the better your odds are of getting picked up by those algorithms.
Why does this all matter? Because according to one recent study, about 90% of leading marketers say that personalization "significantly contributes" to the overall profitability of their business. Message personalization is already the number one technique that email marketers use to increase engagement rates - a trend that shows no signs of slowing.
So what does this tell us? It says that in increasing numbers, people want an intimate and personal experience from the brands that they do business with - even if that isn't necessarily a realistic thing to want. Intellectually, people know that you have a lot of customers that you're trying to connect with. But the more you can make it feel like there are only two parties involved in the conversation - you and the customer - the more connected they'll feel to your products and services.
Going incredibly niche with your content marketing is one of the many ways to do that. Don't worry if it feels like you're going to be talking to a very small audience - not only is that effective in its own right, but that audience will likely turn out to be a lot larger than you first thought.
When you also consider that 75% of consumers say that they're eager to buy from brands that offer personalized digital experiences, it's clear that this is one tactic that is far too important to pass up.
InfoStream: Your Website Design Toledo Partner
As Toledo Ohio web design specialists, we understand that content marketing is just one small part of a larger story. Every part of your digital marketing efforts - from the look and feel of your homepage to the ads you run to your social media presence and beyond - is an extension of who you are as a business. All those elements should come together, forming a strong impression in people about who you are, what you do, and why they should be paying attention. That's exactly what we're prepared to help you accomplish.
If you're interested in finding out more information about why there is no such thing as going "too niche" with your content marketing efforts, or if you're looking for a website development Toledo partner to take your efforts to the next level, please contact the InfoStream team today.
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