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The more specific a genre becomes, the smaller the audience. There are certain niche marketplaces that are swarming with businesses who are all seeking to fish from a very small pool of interested parties. In order to break out of that smaller response group, there are ways to craft your blog content in order to make it more appealing to the general public while still staying within your niche.

Headlines Matter

Choose your blog headline carefully. I once had a publisher at a newspaper I worked for tell me that the headline was more important than the article. Without an interesting, compelling headline, no one was going to pay attention to the article, and would simply skim to the next. The Internet has exasperated that ability, and it’s important that titles be eye-catching immediately in order to gain readers and traffic.

Even if the article itself is technical, or considered somewhat niche or specific to an industry, a clever, playful title can incite curiosity in the casual reader. Sites such as BuzzFeed have capitalized on the average browser by including appealing, and sometimes outrageous article titles alongside visuals and well-crafted articles. Successful strategies include incorporating quotes or interlacing a niche message alongside social-sharing friendly content such as videos or related sites.

boredRecognize Your Audience

The content I find interesting as a social media and content professional is content you may find boring and irrelevant to your own life. In retrospect, as a banking professional or economist, you may ‘geek-out’ on new financial reports while I’ll admit they may hit the snooze button for me. But there are a few things you can do for you blog to help jazz up your content and allow it to relate to a larger audience.

Make sure your content is of high-quality. Readers crave articles which are more than readable, are free of errors and have some relate-able links to follow.

Establish yourself as an expert in your industry. Everything in your content, blog, website, or social media posts should be factual and provide other experts in the field with reliable information. Beware jargon, or industry-specific language, which can possibly minimize the wider appeal of your content.

Be personable and professional. Writers can often forget that their audiences are people, even if your content is meant to be from one business to another (B2B communication). If you’re addressing another company, the real interaction is between the individuals within those businesses. Show a little personality, tell a story, and avoid over-use of the exclamation mark! It is neither helpful, nor conveys a professional tone.

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