If you're keeping up with the program, you should now have a seriously short list of topics that absolutely float your boat, and that you would be more than happy to talk about for years to come with anyone who's willing to listen. And, chances are very high they'll be willing to pay you to do just that.
So, why, at this point, do we need to find a niche? Isn't a handful of awesome topics good enough?
No, not really, and here's why:
A quick word on targeting
As you continue to develop your content marketing strategy, you're going to be targeting a specific audience of people who you need to speak to.
Many brands make the mistake of trying to “target” pretty much anyone with a pulse and a wallet.
But that's not targeting. That's even less effective than not targeting at all, because at least when you don't think about targeting your content will tend to seek out people like you.
But truly effective content needs to be exclusive to those folks who are truly intended to benefit from it, and that can't be everyone.
Here's how Tom Fishburne of Marketoon Studios explained this{6}:
“Your target market is not the same as anyone who could conceivably buy your product. A target market is deliberately exclusive. That niche focus is what gives your message teeth. It is what compels consumers to identify with your brand. It is what gives you insight to speak to them so clearly.”
A niche is a frame
By identifying an established niche (or, if you're very brave, inventing one) you are able to more easily identify who makes up your target audience. You're also able to easily identify who is already marketing with content to that audience and how they're doing it.
Both of these revelations are absolutely vital to the success of your strategy, and must be determined early so that knowledge can guide you as you continue plotting your course toward land. Your niche is the frame in which you can clearly see that picture.
So, to determine which niche you will attack, ask yourself these questions:
Just as was the case with the last set of questions, this set may weed out an idea or two you had fallen in love with. Don't worry about that! You would have figured it out eventually anyway. By deciding to drop it now, you save yourself time and money down the road.
And at this point, you probably only have one or two topics left standing.
But don't worry, we're going to shave it down just a little bit further next.
Exercise #11 – Brainstorming: Finding a Niche
1. Using the results of Exercise #10, answer each of the questions found on the preceding page.
2. Google is your friend here: spend some time researching your topics to identify subtopics you may not have considered, and to identify experts in those fields.
3. Don't self-edit when identifying how you're different. We'll get to that. For now, list every way you can think of.
4. Read the next chapter.