Importance of Niche Content for Audience Engagement

Too many businesses make the mistake of trying to appeal to 𝘦𝘷𝘦𝘳𝘺𝘰𝘯𝘦—and end up connecting with 𝘯𝘰 𝘰𝘯𝘦. Businesses that start with a clear niche gain traction faster, build brand authority, and create real momentum before expanding into broader markets. I’ve seen this firsthand in music, tech and cannabis. I am launching a wellness platform for a deeply engaged audience: Gamers. We are aligning with their needs, leveraging existing gaming communities and influencers, and creating packages designed specifically for them. Here’s why this works: ✅ 𝗘𝗻𝗴𝗮𝗴𝗲𝗱 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲𝘀 = 𝗙𝗮𝘀𝘁𝗲𝗿 𝗚𝗿𝗼𝘄𝘁𝗵   Gamers are already online, passionate, and looking for ways to optimize their performance and well-being. By meeting them where they are, we don’t have to fight for their attention—we just have to deliver value. ✅ 𝗟𝗲𝘃𝗲𝗿𝗮𝗴𝗶𝗻𝗴 𝗘𝘀𝘁𝗮𝗯𝗹𝗶𝘀𝗵𝗲𝗱 𝗣𝗹𝗮𝘁𝗳𝗼𝗿𝗺𝘀   Rather than building from scratch, I’m tapping into a 𝗰𝗿𝗲𝗮𝘁𝗼𝗿 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺 𝗮𝗻𝗱 𝗻𝗲𝘁𝘄𝗼𝗿𝗸 𝗼𝗳 𝗴𝗮𝗺𝗶𝗻𝗴 𝗶𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝗿𝘀. This allows for rapid adoption and organic credibility within the community. ✅ 𝗡𝗶𝗰𝗵𝗲 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴 𝗕𝘂𝗶𝗹𝗱𝘀 𝗕𝗿𝗮𝗻𝗱 𝗔𝘂𝘁𝗵𝗼𝗿𝗶𝘁𝘆   When you solve a specific problem for a defined audience, you become the go-to brand in that space. Master your niche first, and expansion becomes much easier. This is a playbook that works across industries. Whether it’s wellness, tech, or consumer goods, the fastest way to scale is 𝘀𝘁𝗮𝗿𝘁𝗶𝗻𝗴 𝗻𝗮𝗿𝗿𝗼𝘄, 𝘄𝗶𝗻𝗻𝗶𝗻𝗴 𝘁𝗿𝘂𝘀𝘁, 𝗮𝗻𝗱 𝗲𝘅𝗽𝗮𝗻𝗱𝗶𝗻𝗴 𝗼𝘂𝘁𝘄𝗮𝗿𝗱. Who is your niche audience? Are you serving their specific needs—or trying to reach too many people at once? #scalingwellness

In 1 month, I spent $344.52 on Niche Content Boosting and got 8 booked calls, 5 leads in DMs, & 4 clients closed. And with that, I filled my client roster. Then, I clicked ‘pause’. 2 months later, I clicked ‘resume.’ And with ~$50 of boost spend, I got 3 more booked calls. Most won’t believe me when I tell them this… These people only read 1 - 2 LinkedIn posts and a landing page to book the call. Not "𝘮𝘰𝘯𝘵𝘩𝘴 𝘰𝘧 𝘯𝘶𝘳𝘵𝘶𝘳𝘪𝘯𝘨, 𝘱𝘭𝘢𝘺𝘪𝘯𝘨 𝘵𝘩𝘦 𝘭𝘰𝘯𝘨-𝘨𝘢𝘮𝘦." I used to give my clients the conventional advice: "𝘚𝘩𝘢𝘳𝘦 𝘺𝘰𝘶𝘳 𝘦𝘹𝘱𝘦𝘳𝘵𝘪𝘴𝘦, 𝘣𝘶𝘪𝘭𝘥 𝘵𝘳𝘶𝘴𝘵, 𝘱𝘳𝘰𝘷𝘪𝘥𝘦 𝘷𝘢𝘭𝘶𝘦." "𝘉𝘦𝘤𝘰𝘮𝘦 𝘢𝘯 𝘐𝘯𝘥𝘶𝘴𝘵𝘳𝘺 𝘌𝘹𝘱𝘦𝘳𝘵 𝘢𝘯𝘥 𝘵𝘩𝘦 𝘭𝘦𝘢𝘥𝘴 𝘸𝘪𝘭𝘭 𝘧𝘰𝘭𝘭𝘰𝘸." Except… the leads didn’t come. And every time, I’d wonder: 𝘐𝘴 𝘪𝘵 𝘵𝘩𝘦 𝘢𝘭𝘨𝘰𝘳𝘪𝘵𝘩𝘮? 𝘐𝘴 𝘵𝘩𝘦 𝘤𝘰𝘯𝘵𝘦𝘯𝘵 𝘯𝘰𝘵 𝘷𝘢𝘭𝘶𝘢𝘣𝘭𝘦 𝘦𝘯𝘰𝘶𝘨𝘩? 𝘋𝘰 𝘸𝘦 𝘯𝘦𝘦𝘥 𝘵𝘰 𝘦𝘯𝘨𝘢𝘨𝘦 𝘮𝘰𝘳𝘦? 𝐓𝐡𝐞𝐧, 𝐰𝐢𝐭𝐡 𝐨𝐧𝐞 𝐜𝐥𝐢𝐞𝐧𝐭, 𝐰𝐞 𝐭𝐫𝐢𝐞𝐝 𝐬𝐨𝐦𝐞𝐭𝐡𝐢𝐧𝐠 𝐝𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐭: 👉 We made a batch of content about 1 niche problem that a niche audience was struggling with. 👉 And we boosted that content directly to them. The result? $120 per inbound booked call for deals worth 6–7 figures. That’s when I realized why so many fail with the Content Creator Approach: 1️⃣ 𝐓𝐡𝐞𝐲 𝐭𝐚𝐥𝐤 𝐚𝐛𝐨𝐮𝐭 𝐭𝐡𝐞𝐢𝐫 𝐢𝐧𝐝𝐮𝐬𝐭𝐫𝐲 𝐞𝐱𝐩𝐞𝐫𝐭𝐢𝐬𝐞, 𝐧𝐨𝐭 𝐭𝐡𝐞 𝐛𝐮𝐲𝐞𝐫’𝐬 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐜 𝐩𝐫𝐨𝐛𝐥𝐞𝐦. People don’t buy from industry experts. Even if what you say is "valuable." People buy when you're an expert on their problem, and they see your approach as the only way out of it. You trust a doctor because they know your problem more than you—not because they post hot takes on AI in the medical industry. 2️⃣ 𝐓𝐡𝐞𝐢𝐫 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐫𝐞𝐚𝐜𝐡𝐞𝐬 𝐭𝐡𝐞 𝐰𝐫𝐨𝐧𝐠 𝐩𝐞𝐨𝐩𝐥𝐞. LinkedIn’s network-based algorithm creates an 𝑶𝒓𝒈𝒂𝒏𝒊𝒄 𝑹𝒆𝒂𝒄𝒉 𝑮𝒂𝒑—if your connections aren’t primarily your ICP, your content isn’t reaching them enough. 3️⃣ 𝐖𝐡𝐞𝐧 𝐨𝐫𝐠𝐚𝐧𝐢𝐜 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐰𝐨𝐫𝐤𝐬, 𝐭𝐡𝐞 𝐩𝐫𝐨𝐜𝐞𝐬𝐬 𝐢𝐬 𝐮𝐧𝐬𝐮𝐬𝐭𝐚𝐢𝐧𝐚𝐛𝐥𝐞. Constant posting and engaging just to stay relevant? That’s not a strategy—it’s a full-time job. The result is Content Creation Burnout. 𝐒𝐨 𝐡𝐞𝐫𝐞’𝐬 𝐡𝐨𝐰 𝐈 𝐝𝐨 𝐍𝐢𝐜𝐡𝐞 𝐂𝐨𝐧𝐭𝐞𝐧𝐭 𝐁𝐨𝐨𝐬𝐭𝐢𝐧𝐠 𝐟𝐨𝐫 𝐦𝐲𝐬𝐞𝐥𝐟 𝐚𝐧𝐝 𝐜𝐥𝐢𝐞𝐧𝐭𝐬: ✅ Define the niche, strategic problem (what the ideal client is doing wrong) ✅Frame this problem in a batch of LinkedIn content to position your approach as the only solution ✅Send the traffic to a landing page that connects your offer to the problem ✅Boost that content in a retargeting funnel to the exact people suffering from it Once the niche audience sees their problem, they can’t unsee it. And when you’re the only one offering the solution? You’re the only one they call. Here's how to do it yourself: https://lnkd.in/eJs8KEFs

The internet is fragmenting - here's what it means for B2B marketers 👇 Just finished reading an insightful study from The Verge and Vox Media (link in comments to the study) which indicates buyers are rapidly moving away from massive platforms toward smaller, curated, trust-based communities. I experience this every day within Pavilion, but its nice to see some data to back up what I know anecdotally. Key insights from the research: 1️⃣ Big platforms are losing trust Search engines like Google and traditional social media are seeing declining effectiveness, with 42% of buyers finding them less useful and shifting towards niche communities instead. 2️⃣ Buyers want deeper, meaningful connections 60% view social media negatively, feeling treated as numbers in algorithms. 3️⃣ Content remains critical, but authenticity wins 90% of community members value content as the core of their experience, but engagement is less about constant activity and more about quality and genuine human interactions. 4️⃣ AI is powerful, but human relationships are essential Almost half of buyers prefer communities without AI-generated content, looking instead for human-driven interactions. 5️⃣ Smaller, purpose-driven communities are the future Buyers increasingly favor intimate, trusted communities over large, impersonal networks, meaning marketing strategies need to focus on quality of engagement rather than reach alone. What does it all mean for CMOs? ✅ Reallocate resources toward niche communities: Identify and invest in highly targeted communities where genuine engagement and trust are strong. ✅ Emphasize human connection: Prioritize authenticity and human interaction in your strategy by highlighting real stories, voices, and expertise over volume or automation. ✅ Leverage AI strategically: Use AI to support curation, moderation, or operational efficiency, but keep human engagement front and center. ✅ Lead with original, insightful content: Position your brand as a trustworthy source by offering unique insights or data and driving authentic conversations. ✅ Integrate community into your brand narrative: Showcase authentic customers stories and successes to build credibility. This is top of mind for me at Pavilion where we're leaning in hard on weaving community through every element of our GTM strategy. We're bullish on AI, which supports our operations, but thinking thoughtfully about where to keep a human "in the loop". Most importantly, while we're growing, we're being deliberate about creating smaller, intimate forums where members can build trust, while also investing in events to provide them with ways to cement peer relationships through in person interactions. Is community part of your 2025 strategy? If so, what (specifically) are you focused on? #Community #CMOInsights #FutureOfMarketing #KathleenHQ

We've all heard the mantra, "Content is king!" And to a degree, it's true. But here's where many people (and Gary Vee fans) go wrong: They think simply churning out content is enough. It's NOT! Content has a specific role in the Predictable Profits Operating System: creating and nurturing demand. But if your content isn't ALIGNED with your ideal customer and the specific results you deliver, it's wasted effort. Case in point: I've coached many top LinkedIn influencers boasting hundreds of thousands of followers who came to me wondering why they can't translate that "fame" into paying clients. Why? Their content lacks a clear connection to their expertise and services. They're known by name, not by results. Here's the shift: ✅ Don't be a Thought Leader; be an INDUSTRY Thought Leader. Your content should position you as the go-to expert for your ideal customer's specific problem. ✅ Specificity Wins: Avoid broad, "mass appeal" topics. Dive deep into the niche challenges your best clients face. ✅ Connect the Dots: Every piece of content should lead your audience towards the transformation you provide. This doesn't mean you can't be entertaining or share personal stories. But make sure your content ultimately reinforces your expertise and builds trust with your ideal audience. Stop chasing vanity metrics and start creating content that converts. #contentmarketing #strategy #leadgeneration #personalbranding #predictableprofits

One of my agency recruitment coaching clients brought up this challenge she is facing with content creation as a niche headhunter: While posting niche content, she isn't getting as many likes, comments, or shares as she'd like to see. Here is what I want to say to her and others who are facing this frustrating result: - The SME (subject matter expert) strategy is a different game than garden variety trendy topic exploitation You're not going after stuff the general public is going to hop on and clamor over bc you're speaking to a niche audience. By nature --> they're going for like volume while you're actually going for penetration and building trust within a niche that is smaller, more confidential, and more insular. - Plus...Building credibility takes time, and remember... We're headhunters!!! Clients and candidates are confidentially going to connect with us, so you can't focus on public declarations of love. Many people are paranoid to engage with headhunters' content bc they don't want their network misunderstanding their relationship with headhunters and/or their current job. So, what's the solution? A: Focus on the way your content is influencing your business through other elements, i.e. evaluate conversion to call results, what's happening in your inbox, etc. - Your network hasn't hit the tipping point yet numerically When you're just starting out to create niche content, you are rebuilding your relevant network , disconnecting with those unrelated to your niche. It just takes time to get to a place where you have double digit+ engagement regularly. REGARDLESS, here is the deal: - Just. Keep. GOING!!! Hit the KPIs you set for yourself. If it's posting everyday, do it. If it's putting up a video every other week, do it. If it's sharing job postings once a day, do it. Whatever it is, just hit your target. Don't look at the score. How many people liked it? Commented? Shared it? Who cares, just keep going. As much as it would be great to obsessively check on the posts or actions, it doesn't actually do you any good. It's like checking stocks every 2 minutes. Progress takes a lot longer to show - you gotta also let time work its magic. Just keep on keepin' on and move forward onto your next task. Social media/content is part of the game, NOT the whole game, as we all know. Any other tips that you've found helps you manage your anxiety around content creation? #r2r #rec2rec #headhunter #recruitmentcoaching #recruitmenttraining #sales #headhunter #headhunters #contentcreation #content

Last week, a client got 3 qualified leads from one post. But here's the thing: The post got very little engagement. Why? Not because the post wasn't good, but because we wrote it for a hyper niche audience. Only his MOST qualified prospects would find the topic interesting. In this case - that meant 3 highly qualified leads who expressed interest in his service (6-figure LTV service btw). So what's the takeaway? Telling your story is great. Talking to your broader audience is awesome. But when you want to generate leads from your content, get hyper specific about the problems you help ideal prospects solve and how you solve them. Examples (I love examples because they make abstract concepts feel real): 1. For Tribe Digital: a post on the content strategy I'd use for a bookkeeping firm doing $5m+ per year who wants to generate a ton of leads from social media. 2. For a FB ad buyer: a post breaking down a successful campaign of a $20m/yr CPG ecom company. 3. For a recruiting company: talk about the intricacies of hiring dozens of people for one big company that someone who hasn't done it wouldn't understand. -- Hope that's helpful! Are you curious what an example of this kind of post could be for your business? Let me know in the comments and I'll give you my opinion!