Dawn Papandrea says, “Does this sound familiar? You have a limited marketing budget, but you need to make meaningful connections with your target audience. Adding to the challenge is that your target audience is not known for its tech savvy.

That’s exactly the situation Thao Le, vice president of marketing at Hyland’s, set out to conquer when tasked with promoting the homeopathic medicine company’s Hyland’s Leg Cramps product to active seniors. She never anticipated that the journey would lead to the creation of a hyper-niche content platform called Pickleball Channel. Yes, pickleball!

Within two years, Pickleball Channel has become the largest media outlet in the world for the quirky, tennis-like sport; it now has over 15,000 “likes” on Facebook and more than 1.2 million views. The channel features mostly video content that includes tips on how to improve your game; feel-good, inspirational stories about players; and news coverage of pickleball tournaments and events“.

‘How to Connect with a Hard-to-Reach Audience: A Niche Marketing Strategy

Content Marketing Institute

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