Niche Content Marketing: A #CMWorld Chat with Susyn Duris

durisWhat is a great way to stand out? Become the best in your niche. Our recent Twitter chat with Susyn Duris covered all of the ins and outs of creating and marketing your niche. 

How do you market to your niche within your own industry? Join us at Content Marketing World in Cleveland in September as we take a deep dive into specific content challenges in vertical industries. Find out more about our industry labs.

See transcripts of past chats as well as the upcoming schedule for our #CMWorld Twitter chats. Join us every Tuesday at 12:00 ET.

Let’s get started! Q1: What are the steps in identifying a new niche? #CMWorld

 

A1: What do you mean by a niche? #cmworld

@NenadSenic

 

A1 My process is a 5-step process. 1) What is the market need? Is there a market need and what is it. You have to be very specific #cmworld

@SusynEliseDuris

 

A1: ID’ing niches should start with ID’ing new customer problems or needs #cmworld

@Brewbom

 

A1 to define niche keep drilling down deep…keep asking but who specifically in that group #cmworld

@tracibrowne

 

@CMIContent current relevancy to target audience. Will niche measure results? Is it something the competitors are using/not using #cmworld

@Missydi

 

2) What is specific target market? This requires amazing focus because you must be ultra specific. This is where research occurs. #cmworld

@SusynEliseDuris

 

A1: and filling a content gap– where there’s open space. #cmworld

@kenericson

 

A1 – Monitoring the incoming data & conversations to recognize where the niche breaks off is a great starting point #cmworld

@FiveMinPro

 

A1] With niches–you need to be VERY specific. Not only customer needs BUT what sets you apart. #cmworld

@heidicohen

 

A1 – Monitoring analytics and conversation for new trends. #cmworld

@debng

 

#cmworld A1: My antennae perk up when I start seeing trends in keywords, referrers and exit/bounce pages. Find the need; supply the answer.

@tiffanifrey

 

A1: You can have customer niches and also product niches – depending on your business. Need to factor in both. #cmworld

@angusmacaulay

 

A1 If you can identify customer needs+concerns that neither you nor your competitors is talking about, you’ve found your niche #cmworld

@SFerika

 

A1. Asking your current audience what’s missing. Brainstorm on ideas, projects & initiatives. Look at who would best be serviced #cmworld

@vegecomgirl

 

2a) listening/observing, crafting personas, etc. What do they do online, where do they go, how do they engage. Understand behaviors. #cmworld

@SusynEliseDuris

 

A1] Look at the top companies in a category–where’s there an opportunity or gap you can fill #cmworld

@heidicohen

 

A1: Knowing your brand’s identity is a crucial role to success #cmworld

@KompasStrategy

 

A1: Identifying a niche starts with finding an everyday, human need and finding a way to fulfill it. #cmworld

@mikemyers614

 

A!: good idea to use the take away question: How would your customers feel if they no longer had ‘X’ #cmworld

@Brewbom

 

Agree – Be careful can’t tell you want’s on the horizon RT @debng: A1 Monitoring analytics and conversation for new trends. #cmworld

@heidicohen

 

A2 – Step two is learning as much about what those fragments/niches are talking about as you can #cmworld

@FiveMinPro

 

A1. Use that segment of audience to find out where and how you can connect with that niche. Then see if it’s viable for bix #cmworld

@vegecomgirl

 

3.) Understand your competition. Who do you compete with day to day? Also understand there are diffs btw vertical/space compet. #cmworld

@SusynEliseDuris

 

A1 but defining and going after a niche is not enough…it must be the right fit for you or it won’t work #cmworld

@tracibrowne

 

A1 pt3 – Step three is about figuring out if that fragment can be applied to what you deliver. Don’t pursue pointless paths. #cmworld

@FiveMinPro

 

Q2: How related does your business and your niche need to be? #CMWorld

 

Big point @SusynEliseDuris 3] Understand your competition. Also understand there are diffs btw vertical/space compet. #cmworld

@heidicohen

 

Signs of the rise of niche content: Facebook’s “interest graph” & Google’s “knowledge graph.” #cmworld

@pisarose

 

A2 relationship must be intrinsic…otherwise your “target niche” will see right through you #cmworld

@tracibrowne

 

4.) Differentiate yourself via running SWOT analysis. 5. Launch, Test and Adjust. Refinement is key. Many forget about that. #cmworld

@SusynEliseDuris

 

A2 I think niche has to be of interest to your business, but not necessarily the only focus. #cmworld

@palkoviz

 

@CMIContent A2: recognizable to the brand 2 attract the audience that tailors to your company business services / products & values #cmworld

@Missydi

 

Look at direct competitors (do the same as you), close substitutes (including free) & major players @SusynEliseDuris #cmworld

@heidicohen

 

A2: related but not identical works well. helping make your target customers better separate from your product #cmworld

@Brewbom

 

A2. Not sure they need to be an exact fit but there should be a logical relationship. #cmworld

@debng

 

@CMIContent A2 your content niche has to serve your audience’s interests while positioning you in their purchase considerations #cmworld

@SFerika

 

@mikemyers614 that works for a new business but if ur business is churning a new “niche” might not be something you should pursue #cmworld

@FiveMinPro

 

@SusynEliseDuris Great point with SWOT – it’s always good to do. #cmworld

@palkoviz

 

A2: Your niches all roll-up to be your business. Your understanding of niches is your credibility #cmworld

@angusmacaulay

 

A2. They don’t have to be tightly connected, but a connection should be there. Relevant, honest, and knowledgeable of that niche! #cmworld

@vegecomgirl

 

A2: Your biz needs to be as close to your niche as your prospects are to their networks. #WOM #collaborativeeconomy #cmworld

@pisarose

 

Q2] Bear in mind it’s easier to sell customers who recognize a need than educating those who don’t believe they have one #cmworld

@heidicohen

 

@CMIContent #cmworld A2: They should be tangentially related. It’s hard to write in a voice (and appeal to a market) you don’t understand.

@tiffanifrey

 

A2 – I would hope there would be a strong connection. We are in the business of building trust, estab credibility, knowledge base #cmworld

@SusynEliseDuris

 

A2: Niche and your business should be closely related unless you have willingness/support to change what you do #cmworld

@mikemyers614

 

A2: Credibility is key – niche needs to be close enough to your business for you to have credible insight/experience #cmworld

@NHowellsFW

 

A2. Don’t pick a niche just to be trendy. Align with one you can grow, engage and be meaningful #cmworld

@vegecomgirl

 

A2 – Should be very connected otherwise it’s an entirely different business. The niche needs to be a specific segment of YOUR biz #cmworld

@FiveMinPro

 

You can’t be all things to all people – devalues you RT @SusynEliseDuris A2 – I would hope there would be a strong connection. #cmworld

@tracibrowne

 

A1 Finding marketplace voids in products/services/systems where you can provide unique value or competitive advantage #niche #Cmworld

@WalidTerrell

 

A2: Trying to be all things to all people is the best way to fail #CMWorld

@SamBrennand

 

@SamBrennand Absolutely! Hi Sam! Thanks for joining us. #CMWorld

@CMIContent

 

Different niches may require different treatment RT @angusmacaulay A2: Your niches all roll-up to your biz. #cmworld

@heidicohen

 

@SFerika Right on for pretty rain boots! It’s soo cold here in #nyc! At least no snow (for now) #cmworld

@vegecomgirl

 

@NHowellsFW couldn’t have said it better myself #cmworld

@KompasStrategy

 

@SusynEliseDuris agree. And if you target a niche that’s unlikely to purchase your product, then it’s a wasted effort. #cmworld

@SFerika

 

A2 Just because you make a low calorie soft drink doesn’t mean you can go after the health market #cmworld

@tracibrowne

 

@SamBrennand Good point – find the right niche 😉 #cmworld

@palkoviz

 

Remember that the executives and stakeholders in your business may not know as much about your niche. Educate them. #CMWorld

@Erin_E_Palmer

 

That’s right @TraciBrowne you can’t be al things to all people – need to start small and build from there. But many get anxious. #cmworld

@SusynEliseDuris

 

Truth. MT @heidicohen: Q2 It’s easier to sell customers who recognize a need than educating those who don’t believe they have one #cmworld

@katebayard

 

Agree. This is often a #smbiz problem RT @SamBrennand A2: Trying to be all things to all people is the best way to fail #cmworld

@heidicohen

 

A great way to find underserved content niches/needs is to go to conferences and ask and listen #cmworld

@Brewbom

 

A2: Apple wasn’t close to music 20 years ago, but saw a need. #cmworld

@mikemyers614

 

@SFerika @SusynEliseDuris Very true! #CMWorld

@CMIContent

 

A2: Again, brand identity should be apparent in everything you do #cmworld

@KompasStrategy

 

@KompasStrategy I’m pretty sure credibility is my buzzword today – it’s been the focus of 3 meetings! #cmworld

@NHowellsFW

 

Q3: Is niche content marketing only for #smallbiz or can big brands benefit as well? #CMWorld

 

@CMIContent It’s like a meat producer trying to reach out to #vegan group bc Jared Leto just won an Oscar. Umm why? (just example) #cmworld

@vegecomgirl

 

@SamBrennand exactly. It can be extremely easy to spread yourself too thin #cmworld

@FiveMinPro

 

A2: Don’t try to be everything to everyone. Know yourself and your audience. #cmworld

@RyMontano

 

@tiffanifrey Totally agree. Authenticity shines in #contentmarketing. #cmworld

@moveo

 

@CMIContent Happy to be here. Always look forward to #CMWorld

@SamBrennand

 

Actually their product evolved over time RT @mikemyers614 A2: Apple wasn’t close to music 20 years ago, but saw a need. #cmworld

@heidicohen

 

@CMIContent @vegecomgirl Well, it should be part of your go to market strategy and future plans #cmworld

@palkoviz

 

#CMWorld A2: Be who your customers expect you to be!

@tiffanifrey

 

A3: big brands benefit by focusing on small niches. makes them feel less “big” and more relevant to consumers/customers #cmworld

@angusmacaulay

 

Most, if not all content is niche content and many companies (large) are operating in niches which is a good segue into Q3 #cmworld

@SusynEliseDuris

 

A2: enough to demonstrate that your brand is a credible source of information so that your content holds weight with users #cmworld

@koozai_kieran

 

@mikemyers614 True but looking at their “plan” the devices used to deliver the music FIT into where they were tying to go. #cmworld

@FiveMinPro

 

A3 I think big brands can do it…but smaller biz (if done right) can really get an early advantage…but they have to commit #cmworld

@tracibrowne

 

A3: Niche #contentmarketing is for all biz sizes, targeted value to targeted need groups is key #cmworld

@Brewbom

 

A3. Big brands would do well to market to niches, as long as those niches make sense. Otherwise people are just confused. #cmworld

@debng

 

@FiveMinPro Could be a great way to grow! #cmworld

@mikemyers614

 

Look at Apple – they started in two niches – (1) education (2) creatives – graphic design, video editing, etc. #cmworld

@SusynEliseDuris

 

With niches you must watch the BIG players like Amazon. Amazon compete w/ B&N, Apple via Kindle & IBM @mikemyers614 #cmworld

@heidicohen

 

A3 – it’s for anyone, it means that there is market need. It just depends if the opportunity is big enough for big players #cmworld

@palkoviz

 

A3 – It’s easier for big brands to use niche content simply because they have the resources to properly pursue it. #cmworld

@FiveMinPro

 

A3. I don’t think so. It all depends on what the strategy is, right? #cmworld

@vegecomgirl

 

Why Content #Marketers Need Better Statistics http://bit.ly/1i7ZSH3 via @jaybaer #CMWorld

@RyMontano

 

Agree–it’s easier to do RT @debng: A3. Big brands would do well to market to niches, as long as those niches make sense. #cmworld

@heidicohen

 

@heidicohen @mikemyers614 Or you can pick one they don’t cover (though it may result in small market share) #cmworld

@palkoviz

 

A3: Think also Toyota and Prius…the eco niche #cmworld

@SueBrady

 

@mikemyers614 it could be without a doubt but also can lead to spreading thin…obviously it’s a case by case kind of thing. #cmworld

@FiveMinPro

 

@palkoviz @CMIContent It should be, but so many don’t include it. They look at the here and now for “wins.” #cmworld

@vegecomgirl

 

A3: if big brands focus on niches it is critical their content creator have credibility otherwise consumers see right through it #cmworld

@angusmacaulay

 

A2: For maximum #branding effect there should be a connection that the marketplace can see #cmworld

@WalidTerrell

 

@heidicohen Yes, to meet a new need. #cmworld

@mikemyers614

 

But sometimes an SMB can be more agile in adjusting to changes in a niche than an enterprise can. #cmworld

@SusynEliseDuris

 

Mass markets are really a collection of niches that overlap across general needs. #cmworld

@heidicohen

 

A3: Niche content marketing can work for orgs of any size. Will become more important as SoMe fatigue grows. #cmworld

@pisarose

 

@FiveMinPro Ah, resources and budget! We always seem to touch on this! #CMWorld

@CMIContent

 

Not all niches are tiny. Some are just underserved #cmworld

@Brewbom

 

A3: #smallbiz often try not to be niche, to try and compete with big brands. Both should try and excel at what they know #cmworld

@NHowellsFW

 

@FiveMinPro I often, wonder do big brands really use that much niche research, they seem to be all “bigger” audience #CMWorld

@lttlewys

 

@FiveMinPro Absolutely. Smartphones, too. #cmworld

@mikemyers614

 

@Brewbom Andy has a good pt here – two pieces to niche – (1) new or (2) underserved or few market players. #cmworld

@SusynEliseDuris

 

A3: If it is authentic and the big brand has roots in that niche, it can work well. If it’s unauthenic it can be a disaster. #CMWorld

@RyMontano

 

@Brewbom agree not all tiny…just read an article about Future Farmers of America 500,000+ members #cmworld

@tracibrowne

 

A4: only if there is a guarantee that the big brand can offer something truly useful to a user, not just noise! #cmworld

@koozai_kieran

 

@FiveMinPro If it will not get enough profit, it may not be worth for them, because they already have the market share. #cmworld

@palkoviz

 

@CMIContent A3 In some ways it may be easier for big companies to target a niche if they have inhouse data, mkt research #cmworld

@SFerika

 

@CMIContent Heading off down the path without planning your budget tends to lead to starvation halfway up the mountain #cmworld

@FiveMinPro

 

@CMIContent Constant R&D, Product knowledge, Willingness to take risks. U need to be 1st, & not wait 4 the niche to get established #CMWorld

@singh_pranab

 

Was Red Bulls niche of “people who want to build home made flying contraptions” small or underserved? #cmworld

@Brewbom

 

@SusynEliseDuris Thanks Susyn!! #cmworld

@Brewbom

 

@CMIContent A3. #SMB’ or not, content is like oxygen to marketers, niche content is like water in the desert to them. #CMWorld

@AccentureSocial

 

Must realize 1 piece of content doesn’t fit all RT @pisarose: A3: Niche content marketing can work for orgs of any size. #cmworld

@heidicohen

 

@CMIContent Big brands benefit if related to industry & carefully planned. Strategic approach prevents seeming out of place. #cmworld A3

@moveo

 

@FiveMinPro The smart businesses do. MT @@lttlewys I often, wonder do big brands really use that much niche research #cmworld

@debng

Q4: Are there opportunities content marketers have when going after a niche (vs. marketing something broader)? #CMWorld

 

A3. Think about big orgs who tailor to specific groups like teens vs. adults. . Think about the many different ads for one product #cmworld

@vegecomgirl

 

@tracibrowne right? in todays world anything less than millions can seem tiny #cmworld

@Brewbom

 

A3 @CMIContent @angusmacaulay Yes. Targeted focus can add authenticity & a more human voice to big brands. #cmworld

@moveo

 

@lttlewys More use them than people realize. Take #coke for example, how many segments do they have? All started as niche markets #cmworld

@FiveMinPro

 

A niche can also be specific solutions to specific markets; often the more focused you are the more money you make #CMWorld

@pamelamuldoon

 

@CMIContent A2: There must be some intrinsic connection, other than that if you can make it work for your audience do it! #CMWorld

@singh_pranab

 

@lttlewys @FiveMinPro I think often big B2B brands go after niche audiences w/different versions of their core offer #cmworld

@SFerika

 

To serve multiple niches–need to plan content in advance to reimagine it in tailored way cc @CMIContent @FiveMinPro #cmworld

@heidicohen

 

@heidicohen Absolutely agree! #cmworld

@pisarose

 

A4 – the research and refinement that is done in the 5-step process provides great opps. #cmworld

@SusynEliseDuris

 

A4 You sound a hell of a lot smarter when you create content specifically for a certain group of people…can be meatier #cmworld

@tracibrowne

 

@debng Lol!! that’s tru, Deb, they do… @FiveMinPro #CMWorld

@lttlewys

 

A4: there are huge opportunities in niche focus 1) being heard 2) less competition 3) value heightened #cmworld

@Brewbom

 

@heidicohen @FiveMinPro Absolutely – repurposing at its best. #CMWorld

@CMIContent

 

A4 It is more consistent story to tell, hence “easier” for content development. #cmworld

@palkoviz

 

Q4. Niches can offer more opportunity for creativity and tend to be more open minded. Big businesses often don’t want to make waves. #cmworld

@debng

 

A4: Content marketing for niches is huge opportunity. Niches likely want and look for deep content – so high engagement #cmworld

@angusmacaulay

 

A3 . Niche marketing is great for big brands as long as they do not micro market and loose focus #cmworld

@ruchitad

 

A4: The opportunity, regardless of the size of the market, is always about meeting customer needs #CMWorld

@SamBrennand

 

@SFerika @FiveMinPro Customizing offerings is smart, just don’t think the big brands really cultivate Niche very much #CMWorld

@lttlewys

 

A4: Yes! #contentmarketing pros are already looking for problems to solve. Great fit! #cmworld

@mikemyers614

 

A4 – For instance, you can stand out as a thought leader. #cmworld

@SusynEliseDuris

 

@CMIContent A3: Niche or not, marketing is for both #smallbiz and big brands. You can always find a way to make it work! #CMWorld

@singh_pranab

 

This is huge RT @SusynEliseDuris A4 – For instance, you can stand out as a thought leader. #cmworld

@tracibrowne

 

Assess niche based on revenue & profit potential not number of customers @palkoviz #cmworld

@heidicohen

 

A4 – With niche marketing you get a much deeper connection. The more specific you can get the more personal the content can be. #cmworld

@FiveMinPro

 

A4: Yes, deeper, smarter connections, more value offering to customers and frequently more sales/referrals #CMWorld

@lttlewys

 

A4 – Being ultra focused means you can connect with potential customers quicker and laser-focus in to the content they want. #cmworld

@SusynEliseDuris

 

A4: Niche content will likely lead to longer, engagement, whereas broad content can often be a “quick hit” #cmworld

@angusmacaulay

 

@tracibrowne Agree. #cmworld

@AccentureSocial

 

A4: Ownership of trust and authority within a particular field or industry. You’ll likely become the go-to source of info. #cmworld

@koozai_kieran

 

Top popular tags webtech: 1^ #cmworld 2^ #DMS14 3^ #CONV14 4^ #Tech 5^ #SPC14

@top_webtech

 

@lttlewys @SFerika we may have a different definition of niche then too 🙂 #cmworld

@FiveMinPro

 

@CMIContent A4: Absolutely! The first at anything gives you tremendous momentum. Industry leader, GoTo resource etc… #CMWorld

@singh_pranab

 

A4 – and you can fine tune through testing, measurement and get prospects down the funnel into conversion status quicker. #cmworld

@SusynEliseDuris

 

A4: Yes they can be more specific about the Social Media networks they focus on instead of a general strategy for the big 3 or 4 #CMWorld

@KDADouglas

 

A4 Advantage is the difference between being the go to source for information vs. “and they do that too” #cmworld

@tracibrowne

 

Speaking directly to a niche can make it easier to get rid of the “car salesman” approach and focus on storytelling. #CMWorld

@Erin_E_Palmer

 

Niche and focus are related but not the same. But niche without focus = failure #cmworld

@Brewbom

 

A4: Lots of opportunity in niche content, but also more risk. Quality bar is higher than broad-based content. #cmworld

@pisarose

 

A4: if you find the niche early enough, you can help to define it #cmworld

@NHowellsFW

 

Best way to stand out in a niche? Take the @TheSalesLion approach They ask, you answer aka Customer FAQs #cmworld

@heidicohen

 

A4: Niche markets tend to have very passionate and informed consumers. So if you know the Niche well it can be a great opportunity. #cmworld

@RyMontano

 

@CMIContent A4 the opportunity lies in the fact that they have a focused customer profile making it easier to tailor content #cmworld

@ruchitad

 

#CMWorld A3 niche content can give a buzz to small businesses, but with big brands status quo matters more than niche content buzz

@avik_munshi

 

@pisarose so true, quality bar raising! #cmworld

@Brewbom

 

@FiveMinPro @lttlewys It probably depends on the co. At one Fortune 500, I worked on a product that was very niche #cmworld

@SFerika

 

Good point @brewbom Niche and focus are related but not the same. But niche without focus = failure #cmworld

@NHowellsFW

 

Remember the refinement folks. It is key. A simple shift based on testing can really open the door to new opps. #cmworld

@SusynEliseDuris

 

To be the go-to-source you need to prove product info, answer Customer FAQs, how-to’s, styling info & ratings & reviews. #cmworld

@heidicohen

 

A4: W/ niche content, it’s easier to be revealed as lacking knowledge, naive–not “in the know.” Do it well or don’t do it. #cmworld

@pisarose

Q5: What are some good SEO strategies w/niche #contentmarketing? Do targeted keywords limit search volumes? #cmworld

 

But better payoff. RT @pisarose: A4: Lots of opportunity in niche content, but also more risk. Quality bar is higher. #cmworld

@kenericson

 

@NHowellsFW thanks! #cmworld

@Brewbom

 

@SamBrennand @vegecomgirl @FiveMinPro @NHowellsFW @SusynEliseDuris @tiffanifrey @pisarose I agree with ur “A2 answers” #cmworld

@WalidTerrell

 

Hey @CMIContent here’s what I think best way to win at #niche marketing… is to go ahead and create your own! #CMWorld

@singh_pranab

 

Niche content should be narrow in its focus & broad in it’s appeal so that, at the least, it can cross-over to different segments. #cmworld

@AccentureSocial

 

@singh_pranab Great idea! How do you start? #CMWorld

@CMIContent

 

A5: Using long tail keywords sounds like a good strategy for niche SEO #cmworld

@SueBrady

 

A4 targeting a niche gives your content focus, and provides direction to your engagement efforts #cmworld

@SFerika

 

@SFerika @lttlewys size can also influence what the definition of a niche market is. The bigger the company the larger a “niche” is #cmworld

@FiveMinPro

 

Niche content is about being tailored to meet specific needs with targeted information. #cmworld

@heidicohen

 

@tracibrowne Absolutely! #cmworld

@pisarose

 

A5 – again, another place to be focused. You should have found some long-tail phrases in your testing and refinement phase. #cmworld

@SusynEliseDuris

 

Good call! > MT @pisarose Do it well or don’t do it. #cmworld

@mikemyers614

 

A5 don’t rely on keyword tools…get out and talk to your audience, ask what they want to know/struggle with #cmworld

@tracibrowne

 

A5: I would hypothesize that our objective in #contentmarketing to a niche is to lessen search volume in favor of quality #cmworld

@Brewbom

 

@Brewbom I always enjoy your input – don’t always agree, but you definitely make me think #cmworld

@NHowellsFW

 

A5: Better question: do you care about limited search volumes? Find the keywords that drive the behaviour you want #CMWorld

@SamBrennand

 

A4) Finding and networking within niche hashtag streams can really help with relevance and engagement. #cmworld

@Topicurious

 

 

 

@FiveMinPro @lttlewys I would say it’s all relative to the size of the umbrella market more than the size of the co. #cmworld

@SFerika

 

@NHowellsFW Awesome!! nothing better than a healthy argument. I love being convinced and adjusting. #cmworld

@Brewbom

 

Niche content like any other content marketing requires that you Know Your Customer (aka create a marketing persona) #cmworld

@heidicohen

 

A5: surely high search volume isn’t the point with niches #cmworld

@NHowellsFW

 

@Brewbom @NHowellsFW We love that! #CMWorld

@CMIContent

 

Businesses need to see that identifying a niche is not the same as understanding it. A niche audience can tell if you’re uninformed #CMWorld

@Erin_E_Palmer

 

@FiveMinPro Ohh, that is a good point, I always think of niche as small, select, concise audience @SFerika #CMWorld

@lttlewys

 

Kompas loves reading all of the great insights via #cmworld but we’re signing off now! Lots of work to do! See you next week!

@KompasStrategy

 

You’re in constant refinement mode. In some cases, more than broader cats. What SEO phrase worked for u prev, may be diff today. #cmworld

@SusynEliseDuris

 

@KompasStrategy Thanks for joining us for a bit! #CMWorld

@CMIContent

 

@FiveMinPro @lttlewys If you are targeting 1-5% of a total market w/your niche, that’s still a niche 😉 #cmworld

@SFerika

 

@CMIContent A5: Niche markting is long tail keywords,but it’s more effective w/ social sharing & forum creation for interactive SEO #CMWorld

@singh_pranab

 

A5 – the goal of niche marketing/content is different than general SEO. It’s not about volume it’s about specifics #cmworld

@FiveMinPro

 

A4 @SusynEliseDuris definitely, a niche enables a small fish in a big pond to become a big fish in a small pond #CMWorld

@KDADouglas

 

@SamBrennand I would think that it is about the desired traffic really. Quality vs Quantity #cmworld

@palkoviz

 

A5: SEO strategy should focus on the niche. may be large or may be small, so volume is relative to market size, not other seo work #cmworld

@angusmacaulay

 

#CMWorld A5 Community model works better with niche, Targeted Keyword may limit searches but associates an essence with the brand…

@avik_munshi

 

Targeted keywords help identify targeted customers. And isn’t that what we are really after? #cmworld #contentmarketing

@twoislikeme

 

Focus on answering your customer questions, do product comparisions & offering pricing to rank on SEO. @CMIContent @SamBrennand #cmworld

@heidicohen

 

A3 AGILITY! Too often larger businesses are too slow to adjust & adapt to marketplace changes in each niche #cmworld

@WalidTerrell

 

@SFerika @lttlewys EXACTLY! For coke 1-5% is a lot different than that of say Stewart’s soda #cmworld

@FiveMinPro

 

A5. I still think it’s creating quality content in response to a need (for example answering questions) over lots of keywords. #cmworld

@debng

 

A5 When working in a niche you really have to get away from your desk and hang out with customers…can’t get it from databases #cmworld

@tracibrowne

 

@Brewbom agree. tailoring content to your niche is meant to drive the right audience, not necessarily a large number #cmworld

@SFerika

 

@WalidTerrell Interesting! Thanks for joining us. #CMWorld

@CMIContent

 

#CMWorld A5 Catch Phrase Keyword! Creates an Identity!

@avik_munshi

 

Marketers can really win the game through the communities created and how it is nurtured. #cmworld

@SusynEliseDuris

 

A5. Keywords are a point of reference, not a topic in which to base your content. Use your community to learn your content needs. #cmworld

@debng

 

Amazing insights from you all. This is wonderful! #cmworld

@SusynEliseDuris

 

A5. How else are you going to attract them in their search for content? You have to know who they are/what they do to target #cmworld

@vegecomgirl

 

A5: Invest in your Google+ presence. Absolutely critical for SEO. #cmworld

@pisarose

 

A5: Long tail targeted keywords will limit search volumes. But likely fewer posts on those topics. Back to Blue Ocean strategy. #cmworld

@KyleAkerman

 

Q6: Is it a good idea or bad idea to coin your own phrase? What can you do so the market sees it as useful instead of “buzzy?” #CMWorld

 

@CMIContent Typically search for problem topics or highly debated opinion based subjects, begin there! Then it’s just A/B testing #CMWorld

@singh_pranab

 

@debng definitely, the goal isn’t mass floods of incoming viewers but maximizing the quality views of a few #cmworld

@FiveMinPro

 

A5. Niche content shouldn’t be completely reliant on search tho it does need to meet standard SEO protocols & requirements. #cmworld

@AccentureSocial

 

@tracibrowne in fact, employees, customers and partners can really help and get involved with content creation/curation. #cmworld

@SusynEliseDuris

 

Google + makes me feel stupid. I am sorry. I tried it too many times. #cmworld

@NenadSenic

 

Only because Google makes it so…RT @pisarose: A5: Invest in your Google+ presence. Absolutely critical for SEO. #cmworld

@SueBrady

 

@SFerika The essence of #contentmarketing is driving the right audience to the right content right? #cmworld

@Brewbom

 

@SamBrennand Exactly what I think – the niche may be small, so small traffic potential, yet creating enough revenue #cmworld

@palkoviz

 

A5: start with local SEO and then move ahead. It might limit the search volume but it will give you better conversions.#cmworld

@ruchitad

 

@SusynEliseDuris sometimes I think marketers spend too much time at their computer…really need to get out in the real world #cmworld

@tracibrowne

 

A5: Semantic/textual analysis will become more sophisticated. Stringing keywords together = a no-go. #cmworld

@pisarose

 

@CMIContent I really wish I had more than 140 characters to talk about that. I can write a blog or two about that lol… #CMWorld

@singh_pranab

 

@KyleAkerman Kyle! #cmworld

@CMIContent

 

A6 My position with buzzwords, acronyms, etc is –> You want to educate, not alienate. #cmworld

@SusynEliseDuris

 

@singh_pranab If you do, make sure you let us know! #CMWorld

@CMIContent

 

A4 #Content marketers have the ability to craft connection building #value with laser-like focus #cmworld

@WalidTerrell

 

True! @SusynEliseDuris: Marketers can win the game through the communities created and how they are nurtured #contentmarketing #cmworld

@MittiKalra

 

@SamBrennand Don’t forget #CMWorld hashtag so it shows up in stream!

@CMIContent

 

Q6 as with all content, it’s a good idea if you get it right, bad if you don’t. Difficulty is knowing which way it will go! #cmworld

@NHowellsFW

 

A6. The problem with making up phrases and buzzwords is that they get old and annoying. I’d find other ways to stand out. #cmworld

@debng

 

A6: Coining a phrase is tough, particularly as a startup, but it can pay off big time. You know what I’m talking about @CMIContent #CMWorld

@SamBrennand

 

A5: Don’t base an SEO strategy on keywords alone. Some niches use search differently than others, so community research is vital. #CMWorld

@Erin_E_Palmer

 

@SamBrennand Yes we do! #CMWorld

@CMIContent

 

A6 I’m still trying to find the “phrase” that will make me rich 😉 Or the perfect ridiculous diet method “the cud diet” maybe? #cmworld

@tracibrowne

 

A4 – it is a slippery. Be careful. People assume buzz words are common knowledge. They aren’t always. #cmworld

@SusynEliseDuris

 

A6: It should be useful, ideally already used by some users… Otherwise may sound cheesy. In any case, test it. #cmworld

@palkoviz

 

@CMIContent A6 after @Hubspot’s success w/#inboundmarketing many other brands have tried unsuccessfully to coin their own phrases #cmworld

@SFerika

 

@palkoviz If in doubt, test! #CMWorld

@CMIContent

 

A6. I think people want to be communicated to as humans. I try to stay away from buzz. Save the phrase for campaigns, if you must #cmworld

@vegecomgirl

 

@CMIContent A4 Def. They can build stronger, more personal relationships. You know, the kind that end in sales! #cmworld

@moveo

 

@CMIContent A7:All u have to do it look at what Content Marketing Institute did. You can coin any word, it’s all about the packaging #CMWorld

@singh_pranab

 

A6: I’d like to think that developing an honest message vs. a coined phrase can help beat out that buzzy feel. Maybe I’m naïve. #cmworld

@twoislikeme

 

A4 – A blog post such as educating on buzzwords, what they are, what their meaning is, when to use, etc. is a great idea. #cmworld

@SusynEliseDuris

 

A6: Catch phrases are a lot like real-time #marketing, unless you nail it, it comes off just as, well, marketing. Big risk. #cmworld

@mikemyers614

 

@vegecomgirl I tend to agree. #cmworld

@SusynEliseDuris

 

A6: Phrases are for campaigns, and at that are hard to pull off. Remember “The Shack” for Radio Shack #cmworld

@angusmacaulay

 

A6: Tip for coining catchphrases: don’t formulate from an inside-out perspective. #cmworld

@pisarose

 

@CMIContent A5: Agree Google+ is the keystone between content and Google Search (seo) #cmworld

@RizzoMB

 

@CMIContent A6 Not a “bad” idea, but difficult to do well. Better to avoid than make a halfhearted attempt. #cmworld

@moveo

 

A6 – it’s how it’s used. Starbucks consistently uses it’s words (Tall=small, grande=medium venti=large) tip they became standard #cmworld

@FiveMinPro

 

Like this > RT @SusynEliseDuris: A6 My position with buzzwords, acronyms, etc is –> You want to educate, not alienate. #cmworld

@ardath421

 

@twoislikeme I like that thinking too #cmworld

@palkoviz

 

#CMWorld A6 Maybe a bad idea if the phrase doesn’t reveal your content or if its contradictory, useful b/c it stands out to differentiate!

@avik_munshi

 

A6 But you can only ride a catch phrase for so long before everyone jumps on the bandwagon #cmworld

@tracibrowne

 

@ardath421 Hi Ardath! How’s your week so far? #CMWorld

@CMIContent

 

@mikemyers614 Absolutely. Big Risk. Huge. Sorry, had to get my “Pretty Woman” comment in. #cmworld

@SusynEliseDuris

 

A6 trying to coin a phrase without a real budget + supportive community to back it up and get it out there is really tough tho #cmworld

@SFerika

 

@SusynEliseDuris Ha! #CMWorld

@CMIContent

 

A6: it’s good in terms of brand identity but I think clarity is more important than ‘buzz’ esp. if your offering is new #CMWorld

@KDADouglas

 

@CMIContent Hey! Looking good so far 🙂 #cmworld

@ardath421

 

A6: Don’t force a phrase. If it happens organically, fine, but forcing it seems desperate. #CMWorld http://t.co/h4VjHHGYTr

@Erin_E_Palmer

 

@ardath421 Thanks, Ardath. 🙂 #cmworld

@SusynEliseDuris

 

@Erin_E_Palmer Great one! #CMWorld

@CMIContent

 

A6 – developing ur own jargon can be very effective #branding but if not well thought out or used consistently can be damaging #cmworld

@FiveMinPro

 

Q7: How can you use influencers within your niche to help grow your audience base? #CMWorld

 

A6: Simplicity and reducing effort for people to understand is important – don’t be “cute” #cmworld

@ardath421

 

@Erin_E_Palmer Yes. Be organic, genuine. Showing your human side is so important. Builds that connection you want to have. #cmworld

@SusynEliseDuris

 

@FiveMinPro @SFerika Sorry, my morning is getting a little krazy!! #CMWorld

@lttlewys

 

@Erin_E_Palmer Love it! #CMWorld

@SamBrennand

 

@tracibrowne It’s temporary at best and catastrophic at worst, if you get it wrong. #cmworld

@AccentureSocial

 

#CMWorld A6 main problem with having own phrase is about getting the word! Like @ZostelHostel needs to be well promoted with community model

@avik_munshi

 

A7 Create exclusive interviews with them…your audience will love it as will the influencers #cmworld

@tracibrowne

 

@lttlewys @SFerika mine is about to implode too so no worries 🙂 #Cmworld

@FiveMinPro

 

Content + proper CONTEXT are absolutely necessary to be effective in #nice marketing #cmworld

@WalidTerrell

 

@CMIContent Hopefully I do a good enough job promoting it so u hear about it without me telling u LOL Will inform u anyway. Thanks! #CMWorld

@singh_pranab

 

A7 – Finding the right influencers starts in research phase and builds from there. #cmworld

@SusynEliseDuris

 

@FiveMinPro but it takes a lot of brand awareness to make them standard! Small business are way away from that level #CMWorld

@avik_munshi

 

@AccentureSocial no always temporary though…look at Six Sigma…still popular. #cmworld

@tracibrowne

 

@CMIContent A7 tap influencers for a webinar, live event, or guest post on your blog — invest in a symbiotic relationship #cmworld

@SFerika

 

A7. There’s a delicate balance between using influencers and “using” influencers. Don’t take advantage of your friends…. #cmworld

@debng

 

Influencers is a whole other set of personas you have to create and refine. #cmworld

@SusynEliseDuris

 

A7: Try to be so helpful, so useful to your niche that influencers turn to you for help #CMWorld

@SamBrennand

 

A7: If you have built a strong relationship with the right influencers, they will mobilize themselves – waving that flag for you. #cmworld

@twoislikeme

 

A7: If you can’t become one yourself, work with an existing thought leader. Adds instant #authenticity. #cmworld

@mikemyers614

 

A6 Using your blog as a testing ground for ideas can also tell you if they’ll fly or not #cmworld

@ardath421

 

A7. With that said, you shouldn’t hesitate to ask influencers to collaborate on mutually beneficial projects. #cmworld

@debng

 

@FiveMinPro @lttlewys I’m glad #cmworld starts just as this coast is getting into the office — chats later in the day often get interrupted

@SFerika

 

A7 let the influencers lead the discussion – be the facilitator, promoter and cheerleader. #cmworld

@NHowellsFW

 

#CMWorld A7 lure them to get engaged in promoting your brand…

@avik_munshi

 

@SusynEliseDuris Exactly! When communication is based on jargon and buzz words, it creates a gap instead of a connection. #CMWorld

@Erin_E_Palmer

 

What you think your influencers might be may differ from your target. Listen and engage with them on who their influencers are. #cmworld

@SusynEliseDuris

 

@twoislikeme I think you have to treat them as partners to start with. #cmworld

@palkoviz

 

A7 I would hope that if you are basing your biz on a niche you would already have a relationship with the influencers #cmworld

@tracibrowne

 

A7: Don’t use a blanket approach to reach influencers. Surprising how many folks do this to niche experts. #cmworld

@pisarose

 

@palkoviz @SFerika @CMIContent Love the word symbiotic 🙂 #cmworld

@SamBrennand

 

A7 – By engaging them directly you motivate them to champion you on their own. “Used” influencers tend to not do well. #cmworld

@FiveMinPro

 

@CMIContent A7Help them bring value to their audience. They will return the favor, they’ll enjoy access to the niche market as well #CMWorld

@singh_pranab

 

And your influencers are such a great barometer on what will play well for your niche market. #cmworld

@SusynEliseDuris

 

A7: Engage with niche influencers within THEIR context (interests, expertise). Engage w/them on their territory. #cmworld

@pisarose

 

@Erin_E_Palmer ABSOLUTELY!! “A nice audience can tell if you’re uninformed” #disrespectful #cmworld

@WalidTerrell

 

@SamBrennand We love that. I’d add be helpful without being self-serving. #CMWorld

@cmcphillips

 

@SamBrennand Thanks 🙂 #cmworld

@NHowellsFW

 

@pisarose Agreed– templated outreach to influencers = yuck #cmworld

@SFerika

 

A7 One of the best things you can do for influencers is give them another platform to be heard #cmworld

@tracibrowne

 

You need to build small with influencers just as you build small in your niche. #cmworld

@SusynEliseDuris

 

A7: Build a real relationship with influencers. Whether or not you end up working together, you’ll benefit from their knowledge. #CMWorld

@Erin_E_Palmer

 

A7 Influencers are your partners in conversation around common topic. Hence the content is interesting for their audience. #cmworld

@palkoviz

 

@CMIContent A7 Understand that influence comea in many ways, shapes & sizes. The audience you have right now are your influencers! #cmworld

@AccentureSocial

 

@avik_munshi not true. Starbucks used that lingo from the beginning & they didn’t start out with a shop on every corner #cmworld

@FiveMinPro

 

Personalization is critical MT @pisarose: A7: Engage with niche influencers within THEIR context (interests, expertise). #cmworld

@ardath421

 

@SamBrennand @SFerika @CMIContent It is a nice way to say it. 🙂 #cmworld

@palkoviz

 

@CMIContent @twoislikeme absolutely #cmworld

@ismailpower

 

@SusynEliseDuris very true, they are a great “test” market for your niche concepts! #cmworld

@FiveMinPro

 

A7: Ask yourself, “What does ‘success’ mean to this influencer? How can I help them achieve that?” #cmworld

@pisarose

 

@SFerika @pisarose Agree. You need consistency, but also the time needed to show you know them and care. #CMWorld

@cmcphillips

 

Q8: Is it possible to have a very defined niche but multiple buyer personas? Can you give examples? #CMWorld

 

@palkoviz brings up a great point. Influencers have their own communities, so you have to laser-focus on what can help them build. #cmworld

@SusynEliseDuris

 

@FiveMinPro I think a lot of people forget that Starbucks used to be the little guy #cmworld

@tracibrowne

 

@cmcphillips Oh, you’re here too? hi! 🙂 #cmworld

@NenadSenic

 

Bingo! ‘Nuff said. RT @SFerika: @pisarose Agreed– templated outreach to influencers = yuck #cmworld

@pisarose

 

@cmcphillips @pisarose Exactly!! Why are you reaching out to *me* specifically. That’s what garners a reply. #cmworld

@SFerika

 

@FiveMinPro but it took a lot of time to get standardized, in India where Starbucks is new, I doubt even if 30%customers know it! #CMWorld

@avik_munshi

 

Research, Listen, Engage, Help your influencers. #cmworld

@SusynEliseDuris

 

Invest the time RT @SusynEliseDuris: You need to build small with influencers just as you build small in your niche. #cmworld

@ardath421

 

@tracibrowne I think they forget that about a lot of the big guys hehehe (the most recent of which is #Apple) #cmworld

@FiveMinPro

 

#CMWorld A7 Using Interactive Content to Engage & Promote…

@avik_munshi

 

@FiveMinPro almost as if success is a bad thing… #cmworld

@tracibrowne

 

@ardath421 is right – invest the time, this is not instant gratification. #cmworld

@SusynEliseDuris

 

@avik_munshi Exactly & that is where commitment to the #brand & content is absolutely necessary. #cmworld

@FiveMinPro

 

Just like with customers and buyers – for influencers, it’s all about them! Focus there. #cmworld

@ardath421

 

@NenadSenic Haha – that’s funny! #CMWorld

@cmcphillips

 

Good point RT @SusynEliseDuris: Influencers have their own communities, so you have to laser-focus on what can help them build. #cmworld

@palkoviz

 

@moveo @CMIContent You bet! We do all of this 2 add value 2 others & 2 ourselves. If we plan around VALUE everythin becomes easier #CMWorld

@singh_pranab

 

A8 – According to @Eloqua, most companies have at least 5 personas. So the answer Yes, Yes and more Yes. #cmworld

@SusynEliseDuris

 

@tracibrowne right? #cmworld

@FiveMinPro

 

@FiveMinPro Absolutely True, Now I can’t disagree! #CMWorld

@avik_munshi

 

A8: Absolutely. Not everyone buying from you is the same person, even if they’re buying the same thing (from the same place). #cmworld

@mikemyers614

 

@ardath421it’s frightening sometimes the way some companies go after influencers selfishly #cmworld

@tracibrowne

 

Look at @Blackbaud, they prov software and svcs to nonprofits, but they peel back layer and offer solutions to diff types of np’s. #cmworld

@SusynEliseDuris

 

A8 – Absolutely. Look at the different lines #Coke offers, each has a dif. persona even Coke vs Coke Zero. #cmworld

@FiveMinPro

 

@mikemyers614 Remember the days of just buying a :30 TV spot and calling it a day? 🙂 #CMWorld

@cmcphillips

 

Maybe the biggest #contentmarketing problem isn’t lack of strategy but lack of customer research? #cmworld

@NenadSenic

 

@tracibrowne It is! I hate being on the receiving end of that 🙁 #cmworld

@ardath421

 

A8: some niches will be huge and have multiple personas within them. as you drill down, smaller niches=fewer personas #cmworld

@angusmacaulay

 

@ardath421basically saying “I would like to build my brand on your lifetime of hard work, but I’m not going to give you anything” #cmworld

@tracibrowne

 

A8: Definitely. Especially true in the B2B world. Multiple buying roles (purchasing by committee). #cmworld

@pisarose

 

@CMIContent A8:If ur talkin niche market, u gotta keep in mind the audience is niche as well. Don’t dilute it w/ 2 or more personas #CMWorld

@singh_pranab

 

@SusynEliseDuris Yes! W’re big fans of @Blackbaud. #CMWorld

@CMIContent

 

A8 in the HR tech space, you have very niche products (engagement, recruiting, etc) but buyers range from C-suite to niche mgrs #cmworld

@SFerika

 

Every freaking day RT @ardath421 @tracibrowne It is! I hate being on the receiving end of that 🙁 #cmworld

@tracibrowne

 

A8: Look at the simulated diamond industry. Touches men, women, budget minded, enviro conscious – all for different reasons. #cmworld

@twoislikeme

 

Catching the last few minutes of #CMWorld after an awesome @NACOrchCNA launch 🙂

@Steph_Montreuil

 

@NenadSenic That is right up there with lack of commitment. #cmworld

@FiveMinPro

 

Depending on who your influencer is – time is probably key – make it easy and appealing to work with you #cmworld

@ardath421

 

Akamai – they provide cloud LAN optimization svcs to variety of niche players. #cmworld

@SusynEliseDuris

 

@cmcphillips Ha! Yeah, let’s shoot for women, 18-54! #cmworld

@mikemyers614

 

A8 every niche has its niches #cmworld

@tracibrowne

 

@Steph_Montreuil @NACOrchCNA Awesome and very exciting! And of course we’re glad you’re here. #CMWorld

@CMIContent

 

Q9: Do niches need to have something offline – an event, a publication – to be successful? #CMWorld

 

@Steph_Montreuil Bonsoir #cmworld

@NenadSenic

 

A8: Not only possible, but necessary. Living in a niche doesn’t mean there’s nothing unique about decision makers #CMWorld

@SamBrennand

 

And while I am at it, LuLuLemon provides high-end exercise apparel to yoga, running enthusiasts, etc. #cmworld

@SusynEliseDuris

 

@tracibrowne I know. Where’s the win-win? Downright annoying–and queasily opportunistic. @ardath421 #cmworld

@pisarose

 

@CMIContent @NenadSenic hello! glad to be here 🙂 #CMWorld

@Steph_Montreuil

 

@CMIContent You know my answer to that question 😉 #cmworld

@NenadSenic

 

A8: Community radio station niche (vs. mainstream) buyer personas: local bands, local venues, local music labels, and donors. #cmworld

@KyleAkerman

 

A9 I’m certainly quiet bias here…but events are important. If specific niche they appreciate the opportunity to meet others #cmworld

@tracibrowne

 

@CMIContent @SusynEliseDuris I would think that’s true for B2B, but is it for B2C? #cmworld

@palkoviz

 

A9: that would depend on what your goals are, where your audience is, what they are looking for, etc. Not one size fits all #CMWorld

@Steph_Montreuil

 

@tracibrowne There’s a rap joke in there somewhere 🙂 #cmworld

@mikemyers614

 

@NenadSenic @Steph_Montreuil It’s not bonsoir in these parts just yet! #CMWorld

@cmcphillips

 

Q8. Absolutely, especially if they’re not necessarily an online brand. People appreciate and trust face to face. #cmworld

@debng

 

@SusynEliseDuris and suburban women who don’t want to exercise but want to look comfortable 😉 #cmworld

@tracibrowne

 

A9 – while all should have offline/online, integrated strategy, it becomes more important for niche markets. Networking, events. #cmworld

@SusynEliseDuris

 

@CMIContent A9:Most consumers in the niches are passionate. They want to do more than just LIKE or RETWEET.Offline definitely helps #CMWorld

@singh_pranab

 

A9: Product dependent, the niche could be geographical and so offline would be hugely beneficial. #cmworld

@twoislikeme

 

@pisarose: @tracibrowne All together now – say DELETE! 🙂 #cmworld

@ardath421

 

@singh_pranab Interesting, we’re getting varying opinions here. Care to elaborate? #CMWorld

@CMIContent

 

A9: is the audience offline? Then yes. Always go to the audience, whether they’re in a niche or not #cmworld

@NHowellsFW

 

A9: Depends on the audience. Ask them! #cmworld

@mikemyers614

 

A9 Depending the niche, offline may be actually very important. They may need events/print. #cmworld

@palkoviz

 

@debng Hey lady – love seeing you on the twitter chat! (Instead of silent stalking like me!) #cmworld

@pamkozelka

 

@CMIContent A9 offline niche events or publications certainly help build community; I like to mirror them online tho 4 inclusion #cmworld

@SFerika

 

A good example is @charactercounts they provide character ed, dig citizenship , cyberbullying, etc. resources to the K-12 market. #cmworld

@SusynEliseDuris

 

A9. If the niche is active online, mayne not. Doesn’t hurt to offer both, if it makes sense. Just as @palkoviz said, “test it!” #cmworld

@vegecomgirl

 

I’m still trying to politely respond…but getting less and less polite @ardath421 @pisarose #cmworld

@tracibrowne

 

@pamkozelka Paaaaaaaam #cmworld

@NenadSenic

 

Bang on! A9: is the audience offline? Then yes. Always go to the audience, whether they’re in a niche or not #CMWorld

@SamBrennand

 

Do they break down even further with content by age groups? @SusynEliseDuris @charactercounts #cmworld

@tracibrowne

 

@NenadSenic Hey there favorite #Slovenian friend! #cmworld

@pamkozelka

 

A9: Every niche has content consumption patterns and opportunities. knowing niche and it’s needs will reveal platforms/formats. #cmworld

@angusmacaulay

 

@NHowellsFW Agreed! Follow the niche, wherever they are. #CMWorld

@Erin_E_Palmer

 

@tracibrowne: You obviously have more stamina than I do! @pisarose #cmworld

@ardath421

 

@tracibrowne @SusynEliseDuris Who knew we could learn so much and laugh so much in the same hour? That’s funny. #CMWorld

@cmcphillips

 

To complement online resources, they have seminars, in-school events, do a lot of networking, event particip, + have catalog. #cmworld

@temafrank

 

@ardath421 Yeah–no kidding. Can be hard to show respect to folks who repeatedly fail at doing exactly that. @tracibrowne #cmworld

@pisarose

 

@cmcphillips @tracibrowne Oops what did I miss? Waiting for that improv session at #CMWorld.

@SusynEliseDuris

 

I’m just not sure that’s a niche they want to be associated w/ thus the see through pants response @cmcphillips @SusynEliseDuris #cmworld

@tracibrowne

 

@CMIContent A9 Blizzard does this well with their annual fan convention– a live stream for those who don’t win the ticket lottery #cmworld

@SFerika

 

@mikemyers614 @tracibrowne 99 problems but a niche ain’t one? #cmworld

@KyleAkerman

 

Q10: What are some companies that have mastered niche content marketing? #CMWorld

 

@KyleAkerman @tracibrowne There it is! #cmworld

@mikemyers614

 

@CMIContent Missed this in my RT, but great thought came from @NHowellsFW #CMWorld

@SamBrennand

 

@CMIContent Part 1: niches have a very passionate consumer which can be categorized in 1 or 2 personas. They compromise of 80-90% #CMWorld

@singh_pranab

 

@cmcphillips @tracibrowne these days my laughs turn into coughs — allergies. Thank God this isn’t a podcast. #cmworld

@SusynEliseDuris

 

@SamBrennand @CMIContent – thanks – I thought the comment looked familiar 😉 #cmworld

@NHowellsFW

 

A10 Neuburger, Siemens, Morela okulisti… #cmworld

@NenadSenic

 

@SamBrennand @NHowellsFW Thanks for clarifying! Missed it the first time! #CMWorld

@CMIContent

 

Well, you for one. RT @CMIContent Q10: What are some companies that have mastered niche content marketing? #CMWorld

@debng

 

#CMWorld A9 Event, Niche content is all about brand engagement, publication won’t be an active engagement

@avik_munshi

 

A10 I like @tpldrew’s example of tractor supply and the chicken whisperer for niche content #cmworld

@tracibrowne

 

@debng Well you are too kind! Thanks, Deb! #CMWorld

@CMIContent

 

A10 – I can’t say enough about some of this big brands and their communities – like @Eloqua @SAP @Oracle. #cmworld

@SusynEliseDuris

 

@tracibrowne @tpldrew Yes! One of our favorites. #CMWorld

@CMIContent

 

@SusynEliseDuris @Eloqua @SAP @Oracle Absolutely! Great list. #CMWorld

@CMIContent

 

Caterpillar is one with great niche content – they know their market! #cmworld

@ardath421

 

@debng @CMIContent Absolutely! @CMContent!! #cmworld

@SusynEliseDuris

 

Thanks @CMIContent and @SusynEliseDuris for an interesting chat #cmworld

@palkoviz

 

@ardath421 Great one, Ardath! Thanks! #CMWorld

@CMIContent

 

A10 I heard about an accountant/financial planner who specialized in widows over 60 #cmworld

@tracibrowne

 

@CMIContent Part 2:Show them u are as passionate as they are they’ll spread the word, once niche grows THEN cater to other personas #CMWorld

@singh_pranab

 

@palkoviz @SusynEliseDuris Thank you, Zlata! We’re glad you were here. #CMWorld

@CMIContent

 

A10 Barclays concentrating in women older than 45 #cmworld

@NenadSenic

 

A10. smbiz – @vegancuts is a fave of mine. Because they’re right in the niche itself. #cmworld

@vegecomgirl

 

A10 for planning advice people…jeeze! #cmworld

@tracibrowne

 

@tracibrowne wow – THAT is very specific! #CMWorld

@Steph_Montreuil

 

A10: General Mills does a nice job with tablespoon dot com. #cmworld

@mikemyers614

 

BMW is another one. And they know their base. They go extra distance with their offline content, precision driving user groups. #cmworld

@SusynEliseDuris

 

@mikemyers614 Great ones – thanks for these! #CMWorld

@CMIContent

 

@tracibrowne ha – see, I don’t even have a dirty enough mind to have thought of that 😉 #CMWorld

@Steph_Montreuil

 

Did we miss your question in today’s chat? Email cathy[at]http://contentinstitute.com and we’ll be in touch. #CMWorld

@CMIContent

 

@mikemyers614 @tracibrowne You teed that one up perfectly 🙂 #cmworld

@KyleAkerman

 

@Steph_Montreuil thinking about it…tight knit group…referrals through the roof #cmworld

@tracibrowne

 

A10: Big Poppa Smokers, anyone? #CMWorld @jaybaer

@SamBrennand

 

@NenadSenic jednu pitanje, kaj je #cmworld in kaj komentiras to?

@tamejhna

 

Thank you @susyneliseduris for your great insights on niche content marketing! Very interesting topic! #CMWorld

@CMIContent

 

A10: I love the content from @ModCloth. They understand their audience and interact beautifully with them. #CMWorld

@Erin_E_Palmer

 

Thanks @CMIContent, this was fun! #cmworld

@debng

 

And thanks @vegecomgirl, @SFerika, @SamBrennand, @heidicohen & @FiveMinPro for today’s chat too… #cmworld

@palkoviz

 

Also add @LuLuLemon to list. They go over and beyond store, help you goal plan. I have everyone of their bags! Gr8 content there. #cmworld

@SusynEliseDuris

 

@KyleAkerman @mikemyers614 @tracibrowne That made my day. #CMWorld

@cmcphillips

 

@superwolke RT @NenadSenic A10 Neuburger, Siemens, Morela okulisti… #cmworld

@jagoda879

 

Great conversation. For me niche is like having an address; geography and a place to stand/be that’s mine. #CMWorld

@BetterBios

 

@tracibrowne @Steph_Montreuil Similarly, I know of a financial advisor who works w/divorced women 35-45 for same reason. #cmworld

@SFerika

 

@palkoviz @SFerika @SamBrennand @heidicohen @FiveMinPro TY for the great chat!!! #CMWorld

@vegecomgirl

 

@debng Thanks Deb! Every Tuesday at 12p Eastern! Hope to see you again soon! #CMWorld

@CMIContent

 

Next wk @robert_rose helps us make sense of the #contentmarketing technology landscape. http://contentmarketingworld.com/cmworld-twitter-chats/ #CMWorld #ContentTECH

@CMIContent

 

@SusynEliseDuris Great ideas coming our way! Thank you, Susyn! #CMWorld

@CMIContent

 

@CMIContent @SusynEliseDuris Yes, thank you! #cmworld

@mikemyers614

 

When a referral starts with “that’s ALL they do” it’s a good one @SFerika @Steph_Montreuil #cmworld

@tracibrowne

 

A10: Four Seasons: lux travel plus: Taste (foodies), weddings, have family will travel, plus multiple foreign language sites #cmworld

@angusmacaulay

 

So much to niche marketing. You almost need an entire day!! #cmworld

@SusynEliseDuris

 

@vegecomgirl @palkoviz @SamBrennand @heidicohen @FiveMinPro thanks for the conversations and see you for #cmworld next week!

@SFerika

 

You should create an event! RT @SusynEliseDuris So much to niche marketing. You almost need an entire day!! #cmworld

@tracibrowne

 

A10 Oh, Lufthansa and British Airways are excellent examples! #cmworld

@NenadSenic

 

For more on @susyneliseduris & @M4_Comm visit: http://m4comm.com #CMWorld

@CMIContent

 

@tracibrowne 🙂 you are too cute. #cmworld

@SusynEliseDuris

 

Great #cmworld today, thank you @CMIContent @susyneliseduris, and everyone else too of course. See you next week.

@NHowellsFW

 

@NHowellsFW @susyneliseduris Thanks, Natalie! We’re so glad you were here! #CMWorld

@CMIContent

 

@tracibrowne @SFerika @Steph_Montreuil Yes, it becomes an endorsement at that point. #cmworld

@mikemyers614

 

Would be interesting to talk about what happens when you suddenly find yourself with a niche you don’t want #cmworld

@tracibrowne

 

#CMWorld #CLE and #Sydney registrations are both open! Join us! CLE: http://www.contentmarketingworld.com SYD: http://sydney.contentmarketingworld.com

@CMIContent

 

Thx for being here MT @NHowellsFW Great #cmworld today. See you next week.

@SusynEliseDuris

 

@tracibrowne Niche exit strategy?? #cmworld

@SusynEliseDuris

 

Thank you @susynEliseDuris and @CMIContent for another great chat…and everyone here #cmworld

@tracibrowne

 

And there…you’ve coined a term RT @SusynEliseDuris @tracibrowne Niche exit strategy?? #cmworld

@tracibrowne

 

Thx for being here!! @tracibrowne @CMIContent #cmworld

@SusynEliseDuris

 

@tracibrowne @SusynEliseDuris We like that! Have you been in that situation before, Traci? #CMWorld

@CMIContent

 

@CMIContent @cmcphillips Chat today thoroughly scratched a content niche 🙂 #CMWorld

@KyleAkerman

 

@SusynEliseDuris @CMIContent thanks for inspiring another lively #cmworld conversation today!

@SFerika

 

@KyleAkerman @CMIContent Well done. You’re on a roll today! #CMWorld

@cmcphillips

 

Thx for your insight, too. RT @SFerika @SusynEliseDuris @CMIContent thanks for inspiring another lively #cmworld conversation today!

@SusynEliseDuris



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