If you’re a business owner or marketer in professional services, chances are you’ve heard of this thing called “Content Marketing”. One of the most cost effective and versatile marketing strategies around today.  I’m willing to bet that you’ve also experienced a situation where you’ve produced a piece of content and thought “Wow, I’m quite impressed with how that turned out, everyone is going to love it!”. You publish your content to your blog, and distribute it through your various channels. One hour goes by, 2 hours, 24 hours and then 2 weeks with not much engagement to warrant a smile of satisfaction. You’re left wondering “why, why is this content not performing? It’s not being shared or clicked on, this content marketing thing doesn’t work.”

There are many factors to consider when producing high performing, compelling content. One of which is finding your content niche. Our search results, news feeds and inboxes are flooded with content covering all kinds of different subjects. Facebook alone states that any one person could be exposed to nearly 1,500 messages on the platform per day. That’s 1500 messages you are competing with! It’s no longer good enough to merely produce content around a broad theme or industry. Finding your content niche can help your content standout in a crowded marketplace.

This episode’s guest is Kurt Sanders, Director of Strategy at The Content Division, a digital agency that solves brands’ marketing problems by creating compelling stories and strategies that people want to be a part of. As a digital content strategist, Kurt focuses on developing strategies and content that help businesses’ audiences engage, solve, trust and act. Today Kurt joins me to talk about content, but more specifically how to amplify your content by narrowing down to focus on a niche, and why it’s important to know your audience on a much deeper level when producing content for your business.


  • What is a content niche and how does a business find it
  • How niching down with your content can help amplify it and boost engagement
  • How to ensure you are producing compelling content
  • Why it’s important to focus on strategy first.

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