I really enjoyed learning about Hyland's niche marketing effort. Led by Thao Le, the company has developed an online Pickleball channel to interact with active and technically savvy seniors. Sure, pickleball doesn't have mass appeal, but it's about having that "branch on the tree that can't be further split" (i.e., specializing in a category that cannot be subdivided) that makes the program work so well.
Be super focused on a niche audience instead of trying to please everyone; Tip from PickleballChan. Click to tweet
pickleball channel website
Ask yourself the question: are you focused on a niche that you can really satisfy or are your efforts still broad in the hope of attracting more people, even if they are not the right people?
Learn more: How to connect with a hard-to-reach audience: A niche marketing strategy
Recognize people in a niche profession
Stolen from: Toby Lee, Thomson Reuters
One of the things that stood out from Toby Lee's experiences at Thomson Reuters was how they created an industry job title and developed an award for one of their key people. Taxologists, as they are now called, are tax experts who use advanced technology to get results. Not only did this give the profession a name – which has now become an official skill on LinkedIn – but it also created other opportunities.
Find an area that is not recognized and celebrate it in your suggests @CMOTobias. Click to tweet
Thomson Reuters hosts an annual event for tax practitioners called Synergy. At the end of the event, they hold a taxologist awards ceremony. Toby explains: “The emotion and reaction of people winning is incredible. We pick them up in the limo, give them a suite at the hotel. A winning lady broke down and cried at the awards ceremony saying she country email list had never been treated better.
The Taxologist of Tomorrow program, a partnership with Junior Achievement (a nonprofit youth organization), offers workshops for high school students who want to learn more about how technology and business acumen will be key drivers of their future success. Workshops in New York and Dallas have reached hundreds of students and more are on the way.
Ask yourself the question: do you have a key character - who may be overlooked - that you can celebrate?
Learn more: How to build a revenue-conscious marketing team
These are just a few of my favorite ideas from 2016. How about you? What gems can you share - or what have you stolen from others?
Editor's note: Special thanks to Ardath Albee who has scoured the planet for the best content marketers. She was instrumental in helping us find our 2016 Content Marketer of the Year finalists.
If you want to learn more about what top marketers are doing, sign up for your free subscription to Chief Content Officer magazine .