Content is at the heart of everything we do as niche marketers.
From blog posts and social media to product reviews and email marketing, it’s the quality of your content that determines the success of your niche marketing business.
2016 was the year that more content was created than ever before.
Videos, blog posts, podcasts, infographics you name it.
And 2017 will see even more still.
Because here's the thing:
There’s an endless barrage of content from all directions, which means there’s more competition for the limited attention span of your target audience.
So, as a lone niche marketer, how do you compete and stay relevant?
This is exactly what I’ll be sharing in this post if you just keep reading...
What You’ll Learn In this Post
- How to get 3800% ROI on your marketing efforts
- A new content type that’ll increase your chances of making it to Google’s first page by 53x
- Why Facebook Likes are useless and what smart marketers are focusing on instead.
- The content marketing tips that seasoned marketers are using right now (and you’re not)
(P.S. If you'd like to download a free checklist of 31 blog traffic secrets click here or the image below)
“In 2017, content marketing is going to be even more challenging than it is today.” - Rand Fishkin (Moz)
1. Get on the Live Video Bandwagon Before Your Competitors
Have you started creating videos for your niche?
If not, you might already be behind your competitors.
Video today is what blogging was 7-8 years ago. Those who start today will be far ahead of their competitors in just a few years.
Facebook is already predicting the end of the written word, and hinting at becoming a video-only platform in near future.
In my opinion (and according to other credible voices), the written word isn’t going anywhere soon, but it’s certainly conceding ground to visual content faster than ever before.
Facebook, YouTube, Snapchat and Periscope already have live video features and Instagram just recently joined them.
When asked about his best content marketing advice for 2017, serial entrepreneur Guy Kawsaki had this to say
“Live Video, Live Video and Live Video”
Adding video to your content marketing strategy brings several immediate benefits.
- Facebook users spend 3x more time watching live videos as compared to the recorded ones.
- Adding a video to your web pages or blog posts increases the chance of making it to Google’s first page by 53x.
- Including a video in your emails can increase the CTR by 300%
- Product pages with videos drive 64% more sales
It’s no surprise that a major part of corporate content marketing budgets is now shifting towards video content as well.
So, how exactly can you make video a part of your niche marketing strategy in 2017?
I have discussed this in much greater detail in one of my previous posts, but here are a few quick tips
- Start using Facebook Live videos to interact with your audience. There are many ways to use live videos for example, product reviews, Q&A sessions, sharing niche related tips, building anticipation for your content or just a casual hangout with your audience (like James does for his travel niche site).
- Use webinars for lead generation and awareness campaigns.
- Turn your best blog posts into videos and embed them in the original post.
- Deliver your most popular content in live videos or a series of short video clips
Most people are camera-shy and feel awkward when creating their first video, so you’re not alone in this. But it gets easier when you take a leap of faith and keep doing it.
However, if you’re too shy to face the camera, start with screencast videos using text or image slides with your voice in the background.
Chelsea has explained all of this in her detailed post on creating videos for your niche.
2. Create More Personalized and Data-Driven Niche Content To Cut Through the Noise
If you’re still creating generic, untargeted and thin blog posts, you’re only adding to the unnecessary noise on the web.
More than 2 million blog posts are published every day.
Most of them are crap that no one reads.
Unless your content is specifically tailored for a very well-defined audience, it’s probably invisible to the world.
This is why niche websites grow much more quickly as compared to generic blogs.
Readers are looking for step by step solutions to very specific problems. Content that helps them take action is likely to perform much better.
This is good news for experts and specialists who’re sick of the rat race and don’t have the time and the resources to create content every day.
It means you could publish 1-2 posts per month but still drive more conversions and sales than your competitors.
Brian Dean is a prime example.
Backlinko is one of the most popular blogs in the SEO niche but Brian sometimes takes weeks or even months to publish new posts.
But when he does, he makes sure it’s the most detailed and actionable content available on the topic. This keeps his audience waiting for his next post.
"Video consumption is only going to increase in 2017 which is why it's going to be a content marketer's number 1 challenge and opportunity at the same time" - Sam Mallikarjunan (HubSpot)
3. Use Email Marketing To Strengthen the Relationship With Your Audience
Whoever said email marketing is dead a few years back must be eating his words right now.
Right now email marketing has never been more important for niche marketers.
Email gives you direct access to your prospect’s undivided attention. It gives you the ability to build relationships and cut through all the marketing and advertising noise on the web.
Studies show that an email message is 5x more likely to be seen by a consumer as compared to Facebook, and for every dollar spent on email marketing, marketers earn $38 on average.
That’s an ROI of almost 3800%.
In 2017, the importance of email marketing will only increase which is why you need to start building a list and engaging your subscribers (if you’re not already doing it).
Start by choosing the right email marketing tool for your business.
I did a detailed comparison of the top 3 email marketing tools just for you.
The third step is to write emails that help you get closer to your audience, build a relationship with them and drive a higher CTR.
As the web gets more crowded and your prospects are bombarded with more content, a strong relationship with your subscribers is the only thing that can keep you ahead of your competitors.
And email is the best medium to build such relationships.
“Get more niche—serve smaller and smaller interest groups.” – Rand Fishkin (Moz)
4. Start a Niche Facebook Group To Grow Your Tribe
Facebook Groups are the new secret weapon of smart niche marketers.
In fact, this has been true for some time now. The masses have only just started taking notice.
But here’s the good news.
It still works, so you’re not too late.
More than 1 billion people use Facebook Groups every month and that number is quickly growing
Facebook has almost killed the organic reach of Pages.
So even if you have a 100 thousand fans, your posts won’t be visible to most of them unless you spend some advertising money to boost your posts.
Facebook Groups, on the other hand, don’t have any such limitations.
All your posts are visible to the group members and you have complete control over what gets posted to the group.
And since Facebook Groups are closed communities, they have a higher perceived value for your audience as well which results in more active engagement.
NicheHacks Private Mastermind is a great example.
The group started with just a few members but because of the quality of the posts and the high standard of group moderation (nothing promotional or spam never gets through Nader), it has grown into a thriving community of more than 20,000 internet marketers.
It accounts for more than 10% of the total traffic of NicheHacls.com and also helps in converting group members into email subscribers.
So if you haven’t started a private Facebook Group for your niche site yet, seriously consider doing so.
5. Invest in Social Media Advertising for Quicker and Better Promotion
Create great content, share it on your Facebook Page, Twitter account, and other social media profiles, and let the traffic flow in.
This used to be the standard social media marketing strategy for most content marketers.
Unfortunately, it doesn’t work anymore.
The organic reach of your Facebook posts is less than 3% in most cases.
So you can’t expect to achieve any notable results by simply sharing your latest posts on social media.
The better, and much more effective way is to boost your posts to very specific and targeted audiences using Facebook ads.
Spending money on advertising might not be your favorite advice, but what if every dollar spent on advertising brings back $2, $3 or even $5, and builds your list at the same time?
Think about it.
If you’ve written an epic product review or a comparison post (with your affiliate links, of course), why not use Facebook ads to target exactly the kind of readers who’ll buy from you.
This sponsored Facebook post is a good example.
I’m sure this boosted post made 10 times more affiliate commissions than the money spent on Facebook ads.
Why wait for Google to index and rank your posts when you can achieve positive ROI by targeting the right audience on Facebook
You should, of course, try to convert the ad traffic into email subscribers so that you can approach them freely the next time.
You can get started with this detailed guide on Facebook advertising.
6. Create More Digital Products To Generate More Leads and Diversify Your Income
Don’t put all your eggs in one basket.
Warren Buffet, the billionaire businessman, lived by that principle and became one of the richest men in the world.
Smart bloggers and niche marketers approach their income the same way, and never rely too much on one source of income for their niche sites
For example, if you’re just relying on affiliate commissions generated from organic search traffic you’re at risk. You never know when Google introduces a new algorithm change and your traffic and income take a nose dive.
Darren Rowse made most of his income from affiliate sales and ads in the early days of Problogger.
Over the years, however, he has diversified his income so much that it won’t make a big difference even if his affiliate income is completely taken away.
One of the best ways to diversify your income right now is by creating digital products tailored according to the needs of your audience.
Online courses, eBooks and membership sites are all great ways to not only make a lot of money but also to establish yourself as a niche expert.
People are spending more than $150 billion dollars on online courses and digital products. And it shows no signs of slowing down anytime soon.
Why not take advantage of this by creating your own product and claiming a small chunk from this huge pie.
If you’re not sure how to get started, read this step-by-step guide for creating your first product by James.
More money is not the only reason why you should create your own product.
Products like training courses, eBooks and video tutorials, when given away for free or at a discounted price, are super effective in generating more leads for your high ticket offers.
And lead generation, of course, is one of the core objectives of any content marketing strategy.
(P.S. If you'd like to download a free checklist of 31 blog traffic secrets click here or the image below)
The rapid pace at which technology and online marketing are changing makes it really hard to accurately predict anything for the next year.
However, based on what we saw in 2016 and the trends on the rise for 2017 we can safely say that content is only going to become more important for the growth of any online business.
There’ll be more competition and it’ll be harder to capture your audience’s attention.
Adapting quickly to the emerging content types and aggressively building your subscriber seems to be the only way to keep hold of your audience.
Tell me below what type of content you plan to focus on going forward...