Influence Your Vertical Markets with Industry Content

A strong content marketing strategy helps you become visible within a particular industry. In turn, that visibility helps establish you as an industry expert. The result? Enhanced visibility and credibility pour directly into increased lead generation.

As with most things in life, you have to spend money in order to make money. Before you decide how to spend your marketing and business development dollars, it’s important to consider how you want to influence your verticals.

I’ve never had a business owner say to me, “I want to spend money to market to my competitors.”

Don’t dilute the value of your marketing dollars.
Many companies, unfortunately, waste money by marketing to their own industry. Let’s use this example: you are an IT consultant and you get an article published on a site frequented by other IT consultants. It’s rewarding to get published, but in truth, your voice is absorbed into a black hole, along with the voices of other IT consultants who already know what you have to say.

In this case, you are spending money on good content, and your content is being seen, but you’re not reaching the right vertical market. The result is a lack of influence. This example, by the way, is applicable to every industry.

Invest in a 4-part content marketing solution.
The best approach to content marketing is to write for one end-user niche, or one vertical market, at a time. This vertical approach to content marketing results in a consistent message that makes it easier for your audience to envision how your service is their solution. From my experience, when you focus on vertical marketing content, you will be sharing knowledge with an audience that few others have tapped.

Following are four important components of a successful content marketing strategy:

Identify your vertical markets. A good first step is to target one vertical. This allows you to refine your message and create enough visibility to make an impact. Once you have established a foothold in one industry, you can more easily adjust your existing content for alternate vertical markets.

Repurpose your content. Achieving content visibility through print or online channels is a definite win and a great first step. What you do from there, however, matters just as much. The key is to use that content again and again, through social media, on various blog channels, on your website, as a part of an email marketing campaign, or as a webinar resource. Make sure that your content strategy specifically addresses how the value of your content can be s-t-r-e-t-c-h-e-d!

Engage a content marketing expert who does more than write well. Partner with a professional who can provide a comprehensive content strategy. in addition to producing top-notch content.

Trust the process. When a new restaurant doesn’t deliver what you expect on the first visit, you can quickly write it off as a bad spend. The same cannot be said of content marketing. Give your strategy time to work and your audience the opportunity to absorb why you are the answer to their problem.

Ready to learn more about influencing your vertical markets?  Take a look at my content portfolio, and then give me a call at 412-352-4830 or email me at I would love to talk with you!

#contentmarketing #verticalmarkets #contentwriting #content #strategy #marketingstrategy #contentstrategy


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Pop-Tarts and the Millenials: A Fair Assessment?

The 18 to 30-somethings…AKA the Millenials, Generation Y, The Lost Generation, Generation C (as in connected). Everyone is trying to figure them out.. the marketers*, the hiring managers, the critics and the fortune tellers.


  • Millenials are unmotivated and entitled.
  • They don’t know how to relate in person, because they’re always on their phones.
  • They aren’t willing to work for the lifestyles that expect to have.

Personally, I’m on the cusp between Generation X and the Baby Boomers. More on one side of the cusp than the other, but that’s not the point now, is it?


Every generation is nostalgic and a bit narrow minded about their own era. We love to reminisce: It wasn’t like that when I was a kid; we never got away with that; and kids today don’t have our work ethic.

Is it possible that our elders said the same things about us? Sure!

Take, for instance, the Pop-Tart Argument.

I had four older brothers between the ages of 18 and 24, so they weren’t around the house much. I was a 12-year old with a bad attitude. One day my dad zeroed in on what must have been the cause of my entitlement. “Your brothers didn’t have Pop-Tarts!” Ouch. You know you’re growing up in a large family when “Pop-Tarts” represent excess.

What I’m trying to say is this: maybe we’re guilty of applying less-than-fair measures that cause us to stereotype the next generation.


I’m going to step out and say with confidence that the millenials are not entitled, lazy, unproductive or any of the other derogatory comments I hear about their lack of work ethic. I see too much of the positive. Other sources agree:

According to, “Millenials don’t only use social media; they invented it. Mark Zuckerberg, along with the inventors of Instagram and Tumblr and Snapchat, are all millennials and all millionaires.”

The New York Times points out characteristics unique to the millenials: tolerant, empathetic, health conscious, committed to corporate citizenship and capable of navigating technology that is advancing at a dizzying pace.

Over the next few weeks, I’ll be sharing the stories of regional millenials who are improving our world through leadership, innovation and business savvy.

Stay tuned, and at least for now, table the Pop-Tart Argument.


*Why should marketers care? According to Forbes, millenials control $2 trillion in liquid assets; that number is expected to surge to $7 trillion by the end of the decade, before some millenials even reach the height of their careers.