Shaina Longstreet of Dawn & Delight, a content strategy client

Using Content to Niche Down in Your Industry: A Dawn & Delight Case Study

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- Kaylan


Growing your business online is amazing… and dang hard. On one hand, it provides endless opportunities to reach an almost never-ending audience. On the other, this vastness can drown brands in a sea of competition. The solution? Niching down and speaking directly to a select group with precision — and this is where your content strategy comes in!

This is where my content strategy client, Shaina of Dawn & Delight, came to me — caught in the in-between of feeling hopeful and stuck in the online space. Here’s exactly how we crafted a content strategy to help her cut through the noise online and speak directly to her niched-down target audience, therapists!

Identify Your Niche Audience

Firstly, determine who you genuinely want to serve. For Shaina, despite being a versatile brand and website designer, her passion gravitated towards therapists. Her reasons came from personal preference, yes, but also from identifying a major gap in the market.

Your Homework: Identify what group resonates with your brand values and offerings.

Deep Dive Into Research

Understanding your niche audience’s needs, pain points, and search behaviors is critical. For Dawn & Delight, this involved extensive keyword research. We uncovered valuable terms like “branding/brand identity vs. brand image”, “identity and branding”, “therapy websites”, and “private practice marketing”.

Your Homework: Use audience surveys, and tools and platforms — like my fave, Ubersuggest —to help identify what your chosen niche is actively searching for. This will give you a goldmine of content ideas tailored to their needs.

Craft Tailored Content

With a list of keywords and audience insights, develop a content roadmap. For Shaina, we crafted an opt-in directed toward her target audience as well as a lineup of blogs like:

Takeaway: Your content should resonate with your niche audience’s specific challenges and aspirations. Every piece of content should offer them value and insight.

Repurpose Your Content to Build Out Your Content Marketing

Shaina then took the blogs from her content strategy to craft and build out her email marketing calendar! This way, she promoted her blog content while maximizing the messaging we put together. Win, all the way around!

Engage and Iterate

Once your content is out there, measure its impact. For Dawn & Delight, the rewards were tangible: increased traffic and enhanced brand loyalty among therapists.

Takeaway: Regularly assess your content’s performance. Are you seeing increased engagement from your niche audience? If not, tweak your strategy, iterate, and improve.

Stay Updated and Relevant:

Niches evolve. By keeping a finger on the pulse of your niche audience, you ensure your content stays relevant. For example, if therapists began showing interest in teletherapy due to global shifts, Dawn & Delight could pivot to creating content around online therapy branding.

Takeaway: Stay attuned to your niche’s changing needs and be ready to adapt your content strategy accordingly.

She took the time to get to know my own personal writing style, the way I phrase things, and the cadence to my writing and then applied her detail-oriented, research-driven approach to it.

Posting blogs that she’s written for my brand feels so luxurious because I didn’t have to write it, but I know it will work for my business and reach the hearts of my ideal clients. Letting go of this piece of marketing and getting it off of my plate felt like such a relief, and I know my content is in good hands. I love Kaylan’s approach and her obvious care for her clients. I recommend her to all my website design clients and friends. She’s a gem to have in your back pocket and on your team!

– Shaina Longstree, Dawn & Delight

Dawn & Delight is the perfect example of how to use your content to pivot into a new space. Rather than casting a wide net and getting lost online, Shaina anchored her strategy in a clear focus. By understanding and catering to a niche, you can elevate your brand’s relevance, resonance, and reach. Remember, it’s often not about speaking to many, but speaking meaningfully to the few who truly resonate with your brand’s vision.

Blogging, Case Studies, Organic Marketing Case Studies, SEO

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I’m a trained conversion copywriter and experienced brand building with a knack for brand messaging, organic content marketing, writing copy that actually does something for your marketing, and reading every mystery novel Agatha Christie ever wrote (not the psycho mysteries, the kind where the butler did it). 

I know your brand message doesn’t begin and end with a blog post; it starts the moment a human discovers you, deepens at every touchpoint through their buyer journey, and hopefully it never ends. My job is simple — map literally all of it out and write it up for you. No biggie. 

But, I didn’t get a degree in creative writing for nothing, and from my experience in news reporting I took one major thing — stories connect us and make us more human. That’s why I spend 80% of my process digging in to find the part of your story that connects with the story your ideal client wants to tell. I find that story, and I tell it. I tell it through your marketing and your content so that when your ideal client discovers you, they step into a relationship that never ends. 

hi, I'm Kaylan!

And by genuine I mean it mirrors your core values, resonates with actual real-life humans, and features a brand voice that is unmistakably YOU — no imitations, no facades. Download my most comprehensive resource yet, the Brand Messaging Blueprint, designed to help small businesses create guidelines for communication that fosters trust and builds lasting relationships, rather than just transactional interactions.

Wondering how to come up with brand messaging that actually feels genuine and real?

Brand Messaging Blueprint