The more specific your content is, the better it resonates with your target audience.

At the most basic level, think about how you refer to the people you serve – are they:

🧁Customers

🧁Clients

🧁Consumers

🧁Shoppers

🧁Patients

🧁Visitors

🧁Members

And what about those ‘solutions’ you provide. In my world, a solution could be a white paper, for an IT company it could be an application, for a management consultancy it could be an engagement, or for an agency it could be a lead generation campaign.

The sector we operate in determines our view of the world and how we experience it. Therefore, tailor your content to the sector(s) you seek to target, and you show your audience you understand them, and are best placed to help them.

So let’s take a look at 3 strategies you can use to create sector specific content within your marketing campaigns:


Strategy 1: repurpose your content

If you already have lots of great content, you can simply apply a new lens to it.

Take an audit of your existing content to determine the assets that are applicable to the specific sector you want to target. With each asset think about how you can tweak it so it speaks to your audience. For example:

🧁Update your messaging to adapt the words and phrases you use, such as changing a generic ‘customers’ to ‘shoppers’ if you’re targeting retail.

🧁Update the context, so you’re not talking generically about cloud computing, you’re citing the business impact it’s had to organisations in a sector.

🧁Change the framing of the problem/opportunity, because data can be both your biggest risk and greatest asset.

🧁Replace imagery so your content is instantly recognisable as belonging in a certain sector.

🧁Tweak the call-to-action (CTA) – is there a different assessment, demo, or contact details for a sector specialist you can direct them towards (even if you’ve just updated a generic CTA to give it a new name!).

Additionally, think about the channels you intend to focus on. Back in marketing 101 the first lesson is all about understanding your target audience. It may be that in actively targeting a new sector, you need to start using some new channels and stop using others.

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Strategy 2: expand your content

Rather than edit your existing content, you can use it as a foundation to build upon.

As with strategy 1, start by taking an audit of your existing content – in particular, the long-form assets, like white papers, reports and guides. Even though these assets were originally written for a wider audience, they’re still applicable to specific sectors.

Using this strategy, you build sector specific content around your existing assets to drive traffic towards them.

For example, your white paper may consider digital transformation across all industries, but you can write articles, blogs, social updates, emails, PPC (pay-per-click) content that is specific to each sector, with the CTA to download the original white paper.

Diagram to show repurposing content

Alternatively…

If you have lots of lovely short-form content, this strategy also works in reverse. Rather than create new content to drive towards one existing asset, create a new ‘pillar’ page on your website that links out to all your existing content.

Think of it like an ‘ultimate guide’. Here, your new pillar page is targeted towards your specific sector, but all the articles, podcasts, 1-pagers, and videos it links to, talk generically about the subject matter.

Diagram to show an alternative way to repurpose content

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Strategy 3: all in!

If your sector is a priority for the business, make it a priority for your content too.

Adopt this strategy and you essentially start with a blank sheet of paper. From SEO to events, white papers, articles, social updates, and the lists of contacts you use in your email marketing, every piece of content is new and created just for your audience.

It may be that as a strategic focus for the business, you also gain the freedom to adapt your branding to align to your sector. While your overall visual identity largely remains the same, you can push forward spokespeople within your business, each speaking in their individual tone of voice, so you have scope to engage with your audience on a more personal level.

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Top tips for targeting specific sectors with your content!

🧁Be led by your target audience. What do they care about? Where do they hang out? What do they want? Really get to understand your sector in detail so you speak their language and show why you’re best placed to achieve the outcomes they seek.

🧁Start small. Even if your product/service can help every business in the world there will still be sectors that are easier to sell to, more lucrative, or have a compelling need. Start here and build out.

🧁Details matter. Even if you’re marketing on a shoe-string budget, making tiny changes – like updating imagery – it can have a big impact.


Still have a question?

I’ve been a professional copywriter since 2014, and before that I spent nearly a decade working as a B2B tech marketer – so I’ve written content that speaks to big generic markets, teeny tiny niches, and engages several different audiences at the same time.

I’m genuinely an open book so you are more than welcome to ask me anything. All you need to do is…

Say hello!