March 8, 2017

Is Niching Down Truly Better for Your Brand Identity?

In the blogging world, there are two camps. Camp A says that you need to choose 2-3 topics to write about and that you should write about these topics only, with little exception. Camp B says that you need to write about whatever the heck it is you want to write about. But why should you pitch your tent in Camp A versus Camp B? Does either party provide convincing evidence that roasting marshmallows at their fire pit is the right decision?

Okay, okay, I'll stop with the camping metaphors now.

But really. Have you read a post that explains why you should niche down? Simply that you'll better cater to your target audience is not sufficient. Have you read a post that says why you should write whatever you want? Again, "because it's your blog" is not sufficient. Why is niching the best or the worst thing for you as an individual?

Let's think outside of all of the "supposed tos" of blogging and online business for a minute. What do you want? How do your dreams and goals align with that want? Is niching down best for you? Or is it just the better business move? Today, I hope to help you answer these questions by posing a bigger one— "To niche or not to niche?"— and going through the pros and cons of each.

Do you feel like your blog is all over the place...

and not in a good way?

Then you should niche. If you don't like the fact that your topics span the spectrum from blogging tips to skincare to original recipes, maybe that means you're not supposed to be writing about all of these things. I once fell into this category. I can say with confidence that 98% of the content that I wrote prior to niching down was content that I wanted to write, but I'm a structure-oriented person. I didn't like the concept of a "lifestyle blog" for myself, so I started to dig deep in the hopes of unearthing a system of clearly defined categories that I was happy with.

in a good way?

Then stay broad. If posting about something different each day feels natural to you, go with it! Embrace your multi-category blogging style.

You should also niche if...

You want to use your blog to supplement a creative business.

Depending on the nature of your proposed biz, you may not necessarily need to niche down, but it might be a good idea if your services, products, or packages are very need-based. Every marketable service or product is, by nature, need-based, but some are more flexible when it comes to positioning.

If you're a life coach, for example, you can probably get away with blogging about a wide range of topics. If you're a business coach, or a writing coach, you probably should hone your focus to content related to your business/entrepreneurial mission.

You really enjoy writing about a specific topic(s).

If there is topic, or a few topics, that you really love to write about, much more so than others, why not focus on these? You'll have more to say and probably be more enthusiastic when it comes time to sit down and write. Coming up with new content related to things that you don't love, week after week, can be difficult.

Once I started digging deep, as I mentioned earlier in this post, I realized a few things. In this post, I talked more about that, and how I've always loved learning how things work and getting a behind-the-scenes look at the creative process, and why niching down was the most natural thing I could have done for my brand.

But you should not niche if...

You blog for fun/a creative outlet and for no other reason.

If you don't see yourself trying to monetize your blog down the line or using the platform to further some kind of business venture, then why niche? Unless you want to get really specific with your for-fun content (say, you want to write only about dachshunds and connect with other dachshund bloggers), you can get away with keeping things broad.

This blog is your "test run."

Maybe you're just testing the waters. You don't know what you want to write about, but you're afraid of starting out unfocused and being shunned by the blogging community for not having a set list of topics that you cover. Screw that. If this is an experiment, treat it as such. Try all the things, and see what works and what doesn't. See what you like and what you don't. Then decide whether your brand identity is a mix of things or a stricter setlist.

Tell me: are you niched or nah?


  1. Love this! I myself am niched, but I did that on purpose! I firmly believe in do what makes you happy. For me, niching gave me the focus I needed to feel successful.

    Heather Marie

    1. I completely agree, Heather! Felt the same way about niching down.


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