Niche your content


It’s tempting to write articles and create videos (et al.) that appeal to a broad swath of your market. Anyone who has or wants to prevent a given problem, for example. And that’s exactly what most content creates do. 

But not all. I just saw an attorney’s article that’s targeted to people who “getting married”.

People who are getting married is a niche market, and it’s different from “People who are already married,” “People who are thinking about getting divorced,” “People who want to protect their assets from their spouse,” and many other niches. 

It prompted me to remind you to niche your content. 

Because specifics sell more than generalities. 

If you handle plaintiff’s personal injury, for example, you might target your next article to people injured in an auto collision and focus on the first (and most important) things to do. You might target your content towards people with a child injured on school property, to people who are looking for an attorney who handles claims against governmental entities, or people who are looking for a NEW attorney. 

Targeting your content to specific niches is a smart way to bring in more business. 

A post targeted to people with a child injured on school property, for example, will appeal to a different niche than a post targeted to people who sustained soft tissue injuries in an auto collision. Each will get more relevant “hits” from searches, more prospective clients reading the article, and more inquires from prospective clients who want to talk to about their case.

Because specifics sell more than generalities. 

Okay, but if you target your article to one niche and someone who sees it is in a different niche, won’t you lose their business? If your content is too specific, might you lose as much business as you gain?

Maybe. Or maybe you’ll more than make up for what you lose by attracting clients who feel that your article is speaking to them and want you to be their attorney.

And hey, there’s nothing stopping you from writing other articles for other niches. (And you should).

Years ago, when your only option was to buy (expensive) advertising in a print publication, you had to pick your target audience more carefully. Today, in the digital age, you can create content for a wide variety of niches and prospective clients who find that content not by reading a newspaper but primarily through keyword searches or social sharing. 

Resist the temptation to write content targeting “everyone” and write for specific niches. 

Because specifics sell more than generalities.