Why You Should Publish Industry-Specific Content

As professionals, we exhibit a sense of pride and uniqueness in our respective industries. We have specialized knowledge, expertise, and acronyms, nuanced regulations, technical requirements, and market peculiarities. Does this matter when you are marketing common solutions like laptops, employee health insurance, or CRM software? Actually, yes. It does matter.

Begin Where Your Audience Begins

As discussed in The Power Of Empathy in Marketing, we are all on a journey and if you want me to take a step in your direction then it better be right in front of me. We don’t take leaps of faith, especially in business. Gaining consideration for your product or solutions has to begin where your audience lives, in their industry. Acknowledging their beliefs and challenges conveys your understanding of them and is the first step in building the trust it takes to engage with a new partner or solution provider.

Unique Practices and Trends Shaping Industries

From disruptive technologies and evolving consumer preferences to regulatory shifts and global market dynamics, different industries experience a myriad of factors that influence their operations and strategic decisions.

Consider the fashion industry, where trends fluctuate rapidly, dictating production timelines, marketing strategies, and brand positioning. Conversely, in sectors like renewable energy, the focus on sustainability, government policies, and technological advancements drives innovation and investment in ways distinct from traditional energy markets.

Create a Content Stack to Guide Industry Content

Content stacks align industry audiences with the buyer journey to guide content creation that addresses each industry at each stage of the buyer journey. This doesn’t mean you have to completely overhaul your content. You do however have to understand how each industry mindset approaches the challenges your product or solution addresses. What specialized knowledge, competitive dynamics, unique practices, or evolving trends will be top of mind as your audience navigates the buyer journey? How does the business outcome you enable change by industry?

By recognizing the nuances of their industry and encouraging cross-industry collaboration and learning, industry-specific content can help business professionals navigate challenges and seize opportunities with an adaptable mindset.