If Your Content Marketing is for Everybody, It's for Nobody
Once you know what category you’re competing in… Once you see where your style sits on the Writing Spectrum… Once you become aware of your Rate of Revelation… The only thing left to do is be the most specific writer in your chosen category. If you’ve ever found yourself on a company website that says, “We tell human stories,” then you know exactly
... See moreNicolas Cole • The Art and Business of Online Writing: How to Beat the Game of Capturing and Keeping Attention
Once you have something that feels like it has the potential to be a narrative that many people connect with, it’s probably better to amplify and extend that than it is to muddle the waters with a bunch of other stuff. As Nathan Barry, founder of ConvertKit, once told me: you want to build a skyscraper, rather than a strip mall.
Nathan Baschez • Why Content Is King
This technique of tying niche topics to universal questions is a powerful way of tapping into new audiences and expanding your reach outside of your particular industry or category.
Nicolas Cole • The Art and Business of Online Writing: How to Beat the Game of Capturing and Keeping Attention
By defining who exactly your ideal reader is, you’ll be able to • talk to your audience at the right level, • not waste your effort writing for people who will never enjoy or gel with your content, and • not scratch your head thinking about what content to create because you know exactly what your audience needs.
Meera Kothand • The Blog Startup
While it may seem counterintuitive to focus your marketing and trust-building efforts on a small and specific group of people, there are benefits to doing so. The more specific you are with who your products or services are for, the more you can build trust with that particular audience. The paradox of focusing on a niche is that the more specific
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