A Guide to Writing Engaging Content for Niche Businesses

Create quality content for any specialist industry with the help of our guide.

As Ducard has grown, so has our client-base. Developing our speciality in travel SEO and content marketing, we branched out to other industries to offer our unique and expert packages to businesses in need of SEO advice. We weren’t picky; we would reach out to anyone and everyone who would spare Stu five minutes to wow their socks off! Fast-forward to today, and we assist a range of businesses of various sizes, from financial advisors, UK and Europe travel providers and industrial lighting specialists to an IT recruitment agency, an antique store, and even a data analysis company! With each new niche client we receive, comes a new industry that our writers are tasked with creating unique content for.

For individuals who are not specialised in these industries, the task may seem like a significant burden; but, with the help of the following guide, our writers thrive. They create pieces of content that generate high levels of traffic to our clients’ sites, star in top online publications and popular blogging sites, and have even taken the front page of the marketing materials our clients send on to their own customers.

Content Marketing Strategy

Writing content for niche businesses first starts with a complete content marketing strategy devised at the beginning of the campaign. The target audience is determined by data gleaned from analytics, as well as through thorough conversations with the client so that we can create the perfect tone of voice that will reach this audience. Through data analysis, we determine the key areas that generate leads and focus our efforts, including our content, to ensure our clients are recognised as a leader in their field. Furthermore, it allows us to be in tune with the target audience to provide them with relevant content for their needs. We research what questions audiences are asking about the industry in question to develop content that ranks highly for these types of searches, and with a little bit of SEO magic, ranks for top snippets.

To draw on a quote by Forbes,

“ Relevant content will pique a user’s interest and engage them, while irrelevant content is doomed to be ignored. The more relevant your content is, the more it’s going to stand out, even in a competitive field.”

Draw from the Experts

When creating content for niche businesses, it is important for writers to know where the audience sits on the sliding scale of industry knowledge. Understanding the audience profile, through a strategy plan, and determining the purpose of the content allows the writer to avoid coming across as condescending or providing irrelevant information in the piece. Our in-house writers first identify what audience will be reading the piece and the key message of the blog to prevent our content from being under-valued or disregarded in comparison to other sources that may be on the internet.

In many cases, industry publications can be a great source of content to base within your content. Drawing from multiple expert sources on the matter can help a balanced piece to be created and also assists our writers in developing their industry knowledge. Keeping a database of all the content sources that provide expert information can also make the research process a lot easier!

What many writers forget is that interviews with experts can provide a wealth of information for content features, utilising quotation of these experts can be a great way to give the content an authoritative voice amongst the “noise”. Furthermore, reaching out to experts as part of your outreach efforts for self-directed interviews can be a fantastic way to draw traffic to your website’s blog. The information provided in these interviews is not only relevant but provides high-level information to the internet-sphere that is unique to your website. When the piece is live, you also have the added bonus of asking the expert to share the interview with their network which will enhance the authority and potential of the content being shared multiple times.

Utilising the Knowledge of Your Clients

Perhaps one of the key things that prevents a piece performing as well as it could is that it gives off the feeling of regurgitated information and phrases that have been weaved together; in some cases, the information can be wrong, misinformed or completely off-base with your client’s customer base, particularly when you are dealing with a niche topic. This is something, no doubt, that every writer has experienced in their time, but we get around this gap in our knowledge by drawing on the know-how and experience of our clients.

Providing our clients with a synopsis of the content, asking what they are hoping from the piece or even including a quote from one of their specialist team members can be a sure-fire way of ensuring the engagement of our pieces, whilst keeping clients happy.

This doesn’t give a writer a free pass though; our writers keep up-to-date in the developments of their clients’ industries to ensure that any external elements or big stories that shape the industry are incorporated in the campaign. This ensures that instead of a basic understanding of the industry, our writers have a more detailed knowledge of where our clients sit in the market, how the client can be positioned as a solution to their audiences’ needs and drive sales through their compilation of words.


This brings us nicely to our third point. Staying on top of industry trends is influential in the success rate of the content. In many niche sectors, trends can change as fast they appeared, and it is essential that content marketers are quick off the ball to be responsive to the developments of the industry, not only to reach an audience who talk about this news but to cement an image of leadership. Missing or being slow to react to the big trends insinuates the client is behind the game, which can stop people turning to your network for content and advice, and subsequently away from your services.

Keep Focused

This point touches on a couple of points we’ve mentioned previously but rightly deserves its own section due to its importance in the success of the content. Consider the following questions below to plan your content for a niche business.


  • What’s the key message of the piece?
  • What do you want the customer to do/think?
  • Why will this piece provide value to its readers?
  • How will you reach the target audience? Which social media platforms are they present on? Could you share this piece as a response to a question in forums or networks?

Following this simple guide will guarantee all of your content is the quality customers expect and most importantly, share. Just because your business is niche, it doesn’t mean that your success in SEO will be small; in actual fact, with the right type of content that’s marketed in the best way, you could gain substantial results with an SEO campaign. If you’re the owner or decision-maker for a business in a niche, and just don’t know where to start with SEO, get in touch with us today to find out how our services will provide your organisation with results!



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