When it comes to social media and content marketing, being in a heavily niched industry is almost like living in a commune. No one outside your bubble of like-minded peers care about, much less understand, what you’re communicating. If you’re tasked with promoting that kind of business online, two or three retweets and shares can feel like an accomplishment.  The trick to more success is making the spirit of your content industry-neutral without abandoning its relevancy to your industry. Does that sound complicated? It really isn’t. In radio, you might hear the term ‘mass appeal.’ Radio stations will add a new song, not based on some subjective reason like ‘quality,’ but rather how likely it will become a hit with the most people.  By applying this formula, the station retains its core base of listeners and adds many more who may potentially boost revenue.

Marketing your narrowly focused business online can benefit from this technique, too, if you put the right content in front of the most people. Here are my three ways to achieve just that.

1. Blog about your company culture. No matter what you’re creating or selling, people love to read about the way other companies do things.

2. Let the world know who is getting promoted in your company and pepper the notice with fun and interesting facts about that person. Everyone loves a winner and the personal touches will help readers better identify with that person and your company.

3. Minimize the promotion of stuffy ‘technical” things like white papers and Invest in content like videos and infographics that entertain and explain. Content and social media marketing moves fast and the easier and quicker it is for people to understand what you do, the more likely they’ll become customers.

At NanoLumens we design and manufacture large digital visualization products. The average person sees big TVs. Some of them might realize the advertising value of them. But a discussion on the technical details will immediately send most into full-on zombie mode.  By making what we do relevant to almost everyone in the workforce, we’ve been able drive website traffic, social media engagement and ultimately sales leads where none may have existed before.