Industry content as the basis of content writing

What do we mean by industry content?

Industry content is content that speaks from your industry and into it. It goes beyond “10 tips for growing your business” and dives into the specifics that your audience actually cares about. That could mean:

• Breaking down a new SACCO regulation in plain language

• Offering insights on how El Niño weather patterns are affecting agri-supply chains

• Sharing lessons from a recent policy change that affects private schools in Kenya

This kind of content is not just informative, it’s authoritative. It’s the kind that gets bookmarked, shared in WhatsApp groups, quoted in proposals, and used as reference material in boardrooms.

Why does this matter now?

Kenya’s digital space is no longer emerging, it’s booming. From mobile banking to e-commerce, logistics to learning platforms, every industry is moving online. That also means competition is tougher. It’s no longer enough to just have content. Your content needs to be:

• Accurate

• Locally relevant

• Insightful

• Positioned for SEO

Generic content might work in low-competition markets, but in Kenya, where readers are increasingly discerning and well-informed, it can do more harm than good.

Let’s put this into perspective: Two businesses, two approaches

Let’s consider two Kenyan businesses in the construction industry.

Business A publishes a blog titled “5 ways to renovate your home”. It’s vague, clearly pulled from an international website, and talks about snow-proofing your roof, which makes zero sense in Kenya.

Business B publishes a post titled “The real cost of building a 3 bedroom bungalow in Nakuru in 2025”. It discusses county permit changes, new cement prices, rising labor costs, and real client experiences.

Guess which one a potential client will trust?

When you show that you understand how things work in Kenya — the local market dynamics, the regulatory environment, the customer pain points — your content becomes more than marketing. It becomes a tool for trust.

Where industry content delivers real value

Here are a few practical areas where having deep industry content makes a difference:

1. SEO and google rankings

Google now prioritizes content that demonstrates E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. That means content from people who have been there, done that, or have spoken to those who have.

If you’re writing about farming, for instance, have you talked to Kenyan farmers? Have you included local pest challenges? Did you factor in rainfall patterns in Uasin Gishu or market access issues in Meru?

Search engines and your audience can tell the difference.

2. Sales enablement

When your sales team has high quality, industry rich articles and case studies to share, it boosts credibility. Clients are more likely to move forward when they can see that you “get” their situation.

Imagine a solar energy provider pitching a school in Nyandarua. A blog that explains “How boarding schools in rural Kenya can reduce energy costs with solar” is a powerful tool in that sales conversation.

3. Investor and stakeholder confidence

For startups and NGOs, your content doesn’t just speak to customers, it speaks to potential funders, partners, and collaborators. Industry rich blog posts, whitepapers, or reports can demonstrate that you’re grounded in reality and not just theory.

How to develop strong industry content (even if you’re not a writer)

Let’s be real, not every business owner has time to sit down and write a 1,500-word blog post. But that doesn’t mean your brand should settle for shallow content. Here’s how you can still build industry rich writing without being the one to write it:

Work with a writer who knows your space

Not all writers are created equal. Some are generalists, while others specialize in health, tech, education, agriculture, or finance. If you’re in the fintech space, don’t hire someone who only writes lifestyle content. If you’re in education, find someone who understands CBC, NEMIS, and the dynamics of Kenyan private schools.

Share raw material from the field

Give your writer voice notes, call summaries, staff interviews, or reports, anything that captures your experience. A good content writer will turn that raw data into polished, compelling, SEO optimized content.

Prioritize local relevance

Use Kenyan statistics. Mention Kenyan counties. Reference local events, policies, or trends. Global content has its place, but Kenyan readers want to see themselves in your content.

What happens when you don’t use industry expertise?

Here’s what generic content does:

• It gets ignored

• It wastes your content marketing budget

• It gives your competitors space to shine

But when you invest in industry-rich content, you:

• Rank higher on Google

• Build stronger relationships with your audience

• Get more leads, more trust, and more conversions