About serious content in "difficult" niches

[sumaiyakhatun27]

Kateryna Kushnir , editor, content marketer, author of the Telegram channel "Not Just an Editor" , raised the topic of serious content in "difficult" niches.

These include not only B2B, but also some B2C niches like medicine, where you have to raise serious topics. I put the word "complex" in quotes because in reality there are no simple niches, but this wording is understandable to everyone - I will use it.

When working with niches that are considered difficult, the question arises - how serious should you be?

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Content topics
Some may be surprised, but the level of seriousness in choosing topics does not depend at all on the complexity of the niche. It is much more influenced by the company's capabilities - whether it can afford to work with the widest possible audience, in particular with the upper level of the sales funnel.

For example, let's take hardcore B2B like cloud provider services. If resources are scarce, it's worth working only with the bottom of the funnel - those who are already close to purchasing the service. Then we only take on serious topics: cases, technical instructions, etc. That is, what is interesting to people who are already thinking about transferring IT solutions to the cloud or even choosing a provider to work with.

Even if there is not much of such content, it will be as effective as possible.

The approach will be different if the company has a lot of resources and needs content marketing to reach as many people as possible, including those who are not yet thinking about the cloud but may consider it in the future.