I've found that sharing great content in the same niche helps fine people who want to solve the same problems as your product. They just haven't found the product yet.
Audience building in the same niche has been huge for us.
I approach it is "see what my audience is paying attention to" and provide that. In many cases it's content. This also makes it easier to collab with influencers in the same space.
Hope that helps!
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