Multiple content marketing agencies have pitched you, but they don’t have that something special–they don’t actually get you.
A familiar feeling?
This is likely because there are thousands of content marketing agencies, and while most of them are okay, they are all generic. The number of niche content marketing agencies is much smaller.
In this post, we’ll explore the concept of a niche content marketing agency and run through the advantages of appointing subject matter experts rather than content houses with no relatable clients in a similar vertical.
What is a niche agency?
A niche agency offers specific expertise. Unlike generalists, they know their niche inside out and constantly update their strategies and tactics to match the changing market needs.
For example, a niche agency in the healthcare industry will be quite different from one specializing in visual design. A niche agency concentrates on a few sectors and gains a significant market share there instead of holding a small piece of market share in a large pie.
What is a niche marketing strategy?
A niche marketing strategy focuses on a unique target market. Instead of focusing on anyone and everyone, the strategy focuses on one specific segment that’s more likely to purchase your products and services.
For example, a general content marketing agency can promote your organic produce store to the mass public. But, an agency that specialises in the health industry might be able to get more leads with less effort because they understand the market and know how to target the audience more effectively.
While the core marketing skills are the same and can be found in almost all specialised content marketing agencies, jumping between different industries requires research and effort. Unlike niche agencies, this isn’t something that comes naturally to generalists.
Research can only go so far, and general agencies don’t always have the time to go in-depth and learn about the industry. Niche content marketing agencies, however, have the experience that’s necessary to develop expertise.
10 Advantages of niche marketing
Here are ten advantages of hiring a niche marketing agency.
1 – You’re hiring a team full of experts
A niche marketing agency is already familiar with your industry and target audience. It saves you additional research and orientation time. The team already comes with a strong foundation where they’ve already tried and tested multiple strategies and are aware of the competitive climate that allows them to get started immediately.
2 – They know the products and services you sell
In all likelihood, they probably used to sell or configure them. They have hands-on experience and have been in sales and support scenarios. This helps you save a ton of time and allows you to start executing immediately. The team brings a deep understanding of the landscape, with valuable lessons having engineered many campaigns across channels.
3 – They’ve done the experimenting already
In the case of niche marketing agencies, most of the testing and experimenting have already been done. You don’t have to spend your resources throwing spaghetti at the wall, seeing what sticks, and what doesn’t. In a niche content marketing agency, data and insights gained from one campaign can inform the next campaign.
With thorough experience in that particular channel, niche agencies know exactly what your data means and how to act on it to your benefit.
4 – You leverage their existing network
Niche marketing agencies know publications and other experts in their specific industry. A niche agency comes with an existing network and helps you expand your network within the industry.
Whether it’s organising webinars, hosting events, or building your influence with thought leadership, a niche content marketing agency helps you focus your energy in the right direction.
5 – They’ve already found places to promote your content
Would you put a billboard on a highway to try and find your prospective client? A niche agency already knows the publications, outlets, forums, and groups you need to be active to be found by the right people.
One of the most significant advantages of hiring a niche content marketing agency is to leverage their knowledge of the right platforms for your product/service. For example, as a logo maker, the ROI of putting your ad on a generic business site will be far lower than putting the same ad on a site that focuses on audiences in the initial stage of building their business, like a domain registrar.
6 – Employee churn is lower
When you specialise in one sector, there is a higher chance of employee retention. Think about the last account manager you had. How long did they stick around for before a rival agency poached them?
Employees at a niche marketing agency are specialists and are often there because they like what they do and are experts at it. Low employee churn means you don’t have to deal with a new account manager every few months. You’ll have your team that’ll be working with you from day one.
7 – They have a focussed talent pool of freelancers and partners
Content creation is one of the foundational pillars of content marketing, and niche agencies already have a roster of freelance writers and designers who are specialists in the field. This gives you that extra layer of authenticity and expertise to offer real value to your customers.
As a client, hiring a niche agency eliminates a ton of the initial steps to understand the industry and find the right resources. All this is often taken care of, and all you have to do is get started.
8 – They’re up to date with latest technology trends
You can either spend days and hours learning and researching about the technology trends, or you can get to work. Familiarsing with the latest trends is just one part of the equation; a generic agency then has to understand how to use that to cater to your industry.
For example, you may think MailChimp is the go-to email marketing platform, but once you start researching, you find five more that are just as good, and now you are paralysed with choices.
A niche marketing agency already has these answers and a team to adopt and execute the latest technology trends for you. They may also have access to exclusive, proprietary software that you wouldn’t be able to get access to. This can give you a leg-up over your competitors.
9 – They’ll be honest with you
If a campaign is a non-starter, there is no benefit for a niche marketing agency to plow ahead so they can invoice you. Every success of yours is a success of theirs. The same applies to failure.
They become your go-to consultants to get honest feedback on your marketing effort. The agency will help you identify where you can double down and campaigns you need to shut down.
They need to have referenceable clients in their roster to continue attracting new clients.
10 – You get higher-quality content that contributes to leads and revenue
Compared to other marketing strategies, the ROI on niche marketing is one of the highest.
Niche marketing agencies already know what kind of content performs the best, which eventually turns potential customers into actual customers and increases revenue.
Niche content marketing agency examples
The following are examples of niche marketing agencies. These all specialise in dedicated areas.
1 – UC Marketing
Founded by Dominic Kent, UC Marketing has a core focus on unified comms vendors and partners. Using his 10+ years of experience as a product specialist, he’s been there and done it before and has built a network of freelancers and staff who help build out seven-figure content marketing pipelines. Customers include Cisco, RingCentral, and Nextiva.
2 – Bethink Marketing
Founded in 2017, Bethink Marketing works with law firms and consulting firms that offer immigration and citizenship solutions and have a desire to do more with their current sales and marketing efforts. They help
3 – Interrupt
Calling themselves a brand distillery, the team at Interrupt are experts in the building materials industry. They work with clients who sell home improvement products. These include architects, builders, contractors, dealers, and distributors.
4 – Forma Life Science Marketing
The team at Forma are experts in helping life science companies build and grow their businesses. Their services include market research, brand strategy and differentiation, digital marketing, buyer journeys and content development, employee and team alignment, and trade shows/events.
5 – Mint Studios
Mint Studios is a full-service content marketing agency that helps fintech companies turn their blogs into a customer acquisition channel. They use a specific framework to generate customers: focus on bottom of the funnel content, create content based on interviews with experts, support content distribution, and attribute content to conversions. They’ve worked with high-growth fintech companies including Jeeves, BigPay, Money Dashboard, and Pomelo Pay.
Niche content marketing agency conclusion
Niche marketing agencies give you clarity and focus and they know what it’ll take to scale your business.
Specialising allows them to build more profound knowledge of the niche they serve. If you want to be mindful about how to spend your marketing dollars and get the most out of them, then niche marketing agencies are the way to go.
Here’s a quick recap of why niche is the better choice:
- They have a whole team of experts in a specific niche.
- They’re likely familiar with your product/service.
- They have an existing network you can leverage.
- They already know places where they can promote your content.
- The employee churn is lower.
- They’re up to date with the latest technology and trends.
- They’ll be honest with you from day one.
- They’ll produce higher-quality content that’ll lead to better leads and revenue.
Good luck appointing your next agency 🙂
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