Winning Through Niche Content Marketing


Content marketing has been embraced across most industries. According to the Content Marketing Institute’s (CMI) 2016 Content Marketing Benchmarks, Budgets, and Trends report, 76 percent of B2C companies use content marketing. The sister report, focused on B2B, revealed 88 percent of B2B marketers use content marketing.

Thick to Thin Niche Content - Find and Convert

Content marketing is an important element of being a social business. There’s a direct correlation between the popularity of content marketing and social media. Curating and creating relevant and engaging content allows brands to leverage the full potential of social media.

Native ads are one example of the effectiveness of content marketing compared to traditional forms of marketing. A study from Sharethrough found that consumers are 52 percent more likely to look at native ads compared to display ads.

Content Overload

While businesses are on board with content marketing, the industry is placing intense focus on ROI and measurement. Content shock continues to increase the difficulty for brands to attract their target audience and convert them into customers. Upwards of $958 million a year are wasted producing redundant content that doesn’t stand out, according to Kapost.

We’re also seeing a decrease in content marketing performance. The 2016 CMI B2B content marketing benchmark study found an 8 percentage point decrease in effectiveness from 2014 to 2015. Many marketers attribute this to the lack of clarity “on what content marketing success or effectiveness looks like.”

It’s no longer good enough to merely produce content around a broad theme or industry. Content marketers are being asked to speak to very specific audiences, and to avoid duplicating “me too” content from competitors. Brands are competing to find new ways to serve their audiences by producing original reporting, conducting surveys, and publishing proprietary data.

We published Social Business Journal Volume 7, Winning Through Niche Content Marketing in cooperation with Visually. We identified brands that have been notably successful at identifying niche audiences and developed content for them. We reached out to these businesses, which span the spectrum from well-established brands to entrepreneurs, and interviewed their content creators. We distilled their stories into case studies for this Journal so that you can study them and address your content niche.

What is a content niche?

A content niche is a narrow audience segment that you speak to directly. It’s a calm eddy in a crowded content marketplace, a vibrant readership that is underserved. As Andrew Davis, one of the content marketers profiled in this Journal, has put it, “paradoxically, the more information sources available to the consumer, the more niche-focused content creators must become and the more successful they’ll be.”

In Social Business Journal, Volume 7 you’ll discover:

  • How a fitness apparel blogger turned the niche she’d developed into a business.
  • How the venerable AARP found content marketing gold by learning to address niche segments of Americans over 50.
  • How a startup captured the trust of small business owners.
  • How a budding thought-leader, Brian Fanzo is building his own niche by focusing on an emerging channel – livestreaming video.
  • How you can develop your niche and differentiate your brand in a crowded market.

Content marketing success depends on determining your niche audience and delivering the content it craves. In this Journal, you’ll discover how you can win through niche content marketing.


10 thoughts on “15 LinkedIn Profile Optimization Tips to Get Found This 2023”

  1. My LinkedIn account was ranking on the first page for best mommys blog keyword quite a few years back and I didn’t have any idea. While working, I stumbled upon the Analytic section of LinkedIn and saw that most of the visitors are coming from search engine later on I realized that in my profile I’ve used “Mommy’s blog” word a lot of time and that is the reason why it was ranking well on SERP. This is how I came to know about SEO and I was also amazed by the fact that how easy it was to rank for competitive keywords back then. Anyways loved your article and please share more tips on SEO.

  2. There is a lot of value in this article, especially for those looking to improve their visibility on LinkedIn. My favorite of the fifteen tips shared in this article is number nine. I’ve observed that people with custom profile links, seem to get more attention than those who haven’t customized their LinkedIn profile URL. Interesting article, thank you for taking the time to put it together.

  3. I agree with the recommendations, they are a very important part of our strategy on LinkedIn, it can give confidence to potential customers (or leaders when someone is looking for a job).

  4. People shouldn’t underestimate keywords on their LinkedIn profile! This helped potential buyers to find me on LinkedIn more easily when they searched for certain products and/or services. Thanks Viveka!

  5. Thank you for another great blog post. For the alt text and/or naming images, do you mean two to three different keyword phrases as a maximum, like this?

    B2B cybersecurity content marketing writer , technical writing cybersecurity content , cybersecurity technical writer , David Geer

    Or can you add more keyword phrases than this?

  6. All the information is very helpful which can help us to increase our Profile ranking on LinkedIn. Another big interesting article, this blog is very useful for the Optimization of my LinkedIn profile.
    I also get much knowledge from this blog.
    thank you keep sharing.

Leave a Comment

Your email address will not be published. Required fields are marked *

For security, use of Google's reCAPTCHA service is required which is subject to the Google Privacy Policy and Terms of Use.

I agree to these terms.