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How to use content to market your niche website

Wondering how to use content to market your niche website? 

You’ve come to the write place, but first let me share a common challenge I see with business owners…

A few weeks ago I came across a newbie in the web development and search engine optimization (SEO) field. The “SEO consultant” had just uploaded a new website for a client a few months prior and on searching it on Google he had to scroll to the bottom of the page… and it was nowhere to be seen.

He was pretty frustrated because after reading all the popular SEO blogs like Moz or Kissmetrics blog and applying what he had learnt from them, he wanted his client’s site to be ranked top of several if not all search engines. More importantly, he wanted to be generating leads for his client.

So where did he go wrong?

via GIPHY

Marketing a website can be pretty complicated and we all know it.

However, when done right it can be simple as pie and help boost your website. Various marketing tactics such as social bookmarking, which is a centralized online service that allows users to add, annotate, edit, and share bookmarks of web documents, have been used widely in the marketing of the websites.

Content marketing is not only for the search engines, it is actually more for the users and readers and less about the search engines.

Small businesses such as Bean Ninjas have been able to strategically use their content to double their traffic and increase their sales.

Using a content strategy is wise, but using a documented strategy is even better for clarity of your mission, your goals and the traits that uniquely define your content.

It provides a framework for making decisions. As a written document, it stays consistent and helps keep you on track.

A few questions you need to ask yourself when creating this content includes:

What do you want your content to do?

As a niche site owner you really need to know and understand what exactly your sites goals, metrics and strategy are before you actually get down to adding the content.

The content for marketing is usually more than just words and pictures or videos and it actually means more on how the above three are structured. The content is just serving a purpose, but the more clearly you define that purpose, the better is it for you.

The definition of this is by how well the content is structured.

What are your goals?

Your content may have more than one goal or more than a certain number of goals and you clearly need to know what the goals are. what is it that you want to achieve from the creation of this content. An example of these goals include:

  • Generating awareness for your new site.
  • Audience engagement.
  • Sending traffic to the site.
  • Link building.
  • Social sharing.

Knowing your goals will help when you’re actually creating the content and every piece of the content will be geared towards the accomplishment of the said and identified goals.

Who is the target audience?

It is of importance to build your niche website around your users (audience), and the most effective way to aim your niche site’s content along one area of internet browsing. Information. This can be further divided in two key areas that are:

  1. sharing of information
  2. searching for answers

By creating content that people will be searching for the answer for, we will be able to position our sites in the trust areas of the users and in turn increases the likelihood that they will carry out an action towards one of our goals.

What type of content are you going to publish?

Now that we are certain of our target audience and their goals and your site’s goals, you need to decide on the way in which your content will be consumed, the type of content to publish and where to publish it.

Whether you will be using social media, blogs emails, or mobile is as important as the content itself.

With a niche site where the target audience are heavy social media users and will most likely be using a mobile device to access the site, especially with informational queries.

In a situation like this, do you build a responsive site or do you create a mobile app?

What actions do you want your readers to take?

The first goal of a niche site is to make money, however, to move people into your sales funnel you will need them to perform various smaller steps.

Remember that:

  1. Selling isn’t done to people – it is something you do with people and no one likes to be forced into making a decision against their will.
  2. Selling is a mutual exchange of value – this value does not constitute of only money, it could also be an exchange of information or an action based exchange.
  3. Trust and rapport have to precede any selling activity – building a relationship with a user makes sure that you are selling the right product to the right person at the right time and this greatly increases the likelihood that they will carry out a transaction with you.

Persuading an individual to follow you on your social networking profiles or to subscribe to your mailing list is just the first step to developing a relationship and a greater rapport since it gives you the chance to demonstrate your knowledge and expertise in your niche.

How do you come up with all that content?

Content is usually hard to come by and more often than not you are struggling to brainstorm new content ideas. If you are struggling with the content, especially the source of the content, how about you try some of the following:

1. Subscribe to blogs and news sites

Blogs have some of the most informative content and as long as you get a blog in your niche and area of focus with an RSS reader you have a source of ideas for your content.

2. Carry out keyword research

This will help you identify the keywords that potential visitors are using to find your site and you could use Google keyword tool to determine the volumes and hence develop the content using the keywords.

3. Ask your audience

This is one of the most common tactics in this online marketing space that when you join someone’s mailing list one of the first emails they will send you is “what is your biggest struggle right now?” This is a foolproof method of information collection for content.

4. Imitate and iterate

borrowed from the old saying that all art is theft after all and researching what others are doing to make their content and websites more engaging is a good idea.

5. Analyze content that your competitors created

Using tools such as social crawlytics or topsy, you can find out what types of content were the most shared, the most liked and the most disliked or ignored so that you can maximize on that information.

Once you have a list of these content ideas, it’s a good idea to draft them in an editorial schedule and make sure that your content goes out in intervals and analyze when your audience will most likely be online so as to maximize the reception of the content.

6. Longer is better

According to Content Marketing Institute content that’s more than 3,000 words is shared two to three times more than content that’s less than 1,000 words.

And that’s not all, longer content will get you more inbound links, which is great for SEO purposes. The more content, the better the rating and the more marketable it is since it is more detailed.

7. Get help

Producing high quality content consistently can be a real challenge for many small business owners. So you might want to look at a combination of using article spinning software to produce content quickly, combined with manual article rewriting or completely outsourcing your content creation process to someone experienced.

Now creating the content is only one part of the equation. You’ll also need to actively rank and promote that content and get it in front of your target audience.

How Chimp Rewriter can help market your niche website

Chimp Rewriter API version 3 provides 2 great tools to help you rank your sites:

  • Ultimate BookmarkR is an advanced social bookmarking tool with over 32 advanced features that include one click account creation, and instant creation of unique titles and description in over 6 platforms. It has advanced features to blast out loads of bookmarks in no time.
  • AIO Wiki Poster has similar functionality to Ultimate BookmarkR but specializes in posting of wiki sites. It has features such as advanced scheduling, link wheel and backlink reporting technology that places it among the top wiki posters.

 

Conclusion

If you want to effectively market your niche website then you’ll need to understand that success is not only determined by just how good the content is, but also by the timing and consistency of the publishing of the content.

You’ll also want to make sure that you’ve got a solid promotion plan which would ideally include ranking your sites on search engines (using tools that make it easier) and also actively promoting your content to your target audience wherever they are online.

So go ahead and take a few minutes now to write down your answers to the six questions above and start putting together a gameplan for using content to market your niche website.