November 25, 2007 31 Comments

Think Niche

gazebo path. Monster.com must have a tricky role in the world right now. They’ve got traditional newspapers to contend with (do people look for jobs in papers any more?), as well as HotJobs and all these other online sites, but then look at sites like 37 Signals, who now have a job board. The thinking goes, “If you like this company, you’ll probably like the jobs we find and post.” And it makes sense. It makes Monster’s job even trickier.

That’s why it’s neat to see Monster Trak, and they’re giving people something to think about when considering how to build a green career. Talk about going niche. Swell! Makes perfect sense to me.

If I were Monster, and I have a friend or seven working there, I’d tap their new media superstars and get them into the game a little more. I’d have career podcasts that aren’t company-focused as much as they’re advice focused. I’d have interviews with people about which jobs work well for them. I’d have all kinds of interviews with niche players. And like I said, they’ve got new media talent working there. Just tap their minds, Monster. Put them in the game.

And As for YOU

What niche does your content serve? What are you doing for which market? How can you find a sector of the universe and carve it off to add value to it from your perspective? Are you helping college students and their parents with financial advice? Are you helping parents with kids with learning disabilities feel comfortable and educated? Are you teaching people real world tips on how to live more green?

Even if you’re on the entertainment side of the equation, how are you pointing your content directly and soundly at an identifiable niche that other people might feel interested in supporting? How are you aiming your content to matter to a specific set of people?

It’s trickier than you think. For instance, this blog. What the heck am I targeting? Where’s my niche play? I don’t have one. Yet. But maybe if we all talk about it, something will come to mind?

What do YOU think? What’s YOUR niche, or your niche strategy?

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  • http://www.defogmyblog.com Niamh Kiernan

    Well I started out simply by the fact that I was helping so many people with their blogs and enjoying doing so that it made sense to turn it into a business. I think defogging blogs could be niche for a while.

  • http://www.defogmyblog.com Niamh Kiernan

    Well I started out simply by the fact that I was helping so many people with their blogs and enjoying doing so that it made sense to turn it into a business. I think defogging blogs could be niche for a while.

  • http://www.marketingcurve.com Jennifer G

    I’m not nearly niched enough.

    There. I said it out loud. Whew.

    Where’s my 12 step program? *grin*

  • http://www.marketingcurve.com Jennifer G

    I’m not nearly niched enough.

    There. I said it out loud. Whew.

    Where’s my 12 step program? *grin*

  • http://jennifernavarrete.com Jennifer Navarrete

    My niche?

    As a fellow entrepreneur, I believe that Web 2.0/Social Networking can have the greatest impact for small business. I see all the amazing possibilities that we have to disperse our message. Even more importantly is the opportunity to be on the receiving end of feedback directly from our niche audience/client base.

    Participating in the conversation whether you’re big business, small business or a solo-preneur makes sense. However being able to utilize the Web 2.0 tools levels the playing field regardless of business size.

    It’s simple.

    It’s basic.

    Yet at it’s very core quite powerful.

  • http://jennifernavarrete.com Jennifer Navarrete

    My niche?

    As a fellow entrepreneur, I believe that Web 2.0/Social Networking can have the greatest impact for small business. I see all the amazing possibilities that we have to disperse our message. Even more importantly is the opportunity to be on the receiving end of feedback directly from our niche audience/client base.

    Participating in the conversation whether you’re big business, small business or a solo-preneur makes sense. However being able to utilize the Web 2.0 tools levels the playing field regardless of business size.

    It’s simple.

    It’s basic.

    Yet at it’s very core quite powerful.

  • http://kylecooper.net kylecooper

    My niche strategy is to surround myself with like minded people online and create a dialog. From there, more like minded people can join in and the circle can grow and expand to the point where it’s less of an individual effort, and more of a group or community vibe.

    As the group feel expands, hopefully more people will be exposed to what is happening and the passive audience will be tempted to become part of the active group.

  • http://horimono.info Coop

    My niche strategy is to surround myself with like minded people online and create a dialog. From there, more like minded people can join in and the circle can grow and expand to the point where it’s less of an individual effort, and more of a group or community vibe.

    As the group feel expands, hopefully more people will be exposed to what is happening and the passive audience will be tempted to become part of the active group.

  • http://innovationcreation.us john blue

    niche …. See Truffle Media Network’s SwineCast.com, BeefCast.com, PoultryCast.com, and DairyCast.com (disclosure : I also work there). These shows are focused on an audience interested in the animal production industry issues. Not everyone is going to find DDGs and PRRS great dinner time conversation :).

    John

  • http://innovationcreation.us john blue

    niche …. See Truffle Media Network’s SwineCast.com, BeefCast.com, PoultryCast.com, and DairyCast.com (disclosure : I also work there). These shows are focused on an audience interested in the animal production industry issues. Not everyone is going to find DDGs and PRRS great dinner time conversation :).

    John

  • http://personalbrandingmag.com Dan Schawbel

    Personal Branding and Generation Y

  • http://personalbrandingmag.com Dan Schawbel

    Personal Branding and Generation Y

  • http://theundeadrat.com/ Gregory Fisher

    Chris,

    I can’t speak to what you intend but for me your niche is teaching us how to use the tools of the internet to create a community. I look to you when I want to add a service or improve my blogs. I see what you’re doing and decide if it is right for me and my services.

    My niche is helping people find a good horror novel to read. I help librarians help their patrons and I help people who want a good scary read directly.

    I have booklists (with book covers, summaries and links to Amazon and Barnes and Noble), I have a blog, I post on other people’s blogs and I have satellite outposts in places like Live Journal, MySpace and Facebook.

    Because of your advice, I have two names. I am The Undead Rat because people remember that name. But I don’t hide behind it. I am very open about being Gregory Fisher, librarian assistant and readers’ adviser who specializes in horror.

    How is that? Is my niche as well defined as I think it is?

  • http://theundeadrat.com/ Gregory Fisher

    Chris,

    I can’t speak to what you intend but for me your niche is teaching us how to use the tools of the internet to create a community. I look to you when I want to add a service or improve my blogs. I see what you’re doing and decide if it is right for me and my services.

    My niche is helping people find a good horror novel to read. I help librarians help their patrons and I help people who want a good scary read directly.

    I have booklists (with book covers, summaries and links to Amazon and Barnes and Noble), I have a blog, I post on other people’s blogs and I have satellite outposts in places like Live Journal, MySpace and Facebook.

    Because of your advice, I have two names. I am The Undead Rat because people remember that name. But I don’t hide behind it. I am very open about being Gregory Fisher, librarian assistant and readers’ adviser who specializes in horror.

    How is that? Is my niche as well defined as I think it is?

  • http://www.DrinksAreOnMe.net Dale Cruse

    I’ve focused on a couple of niches. Early on, I had the ONLY daily news weblog dedicated exclusively to bass players. In fact, you, Chris Brogan, profile me and that blog!

    Though that site is no more, I now focus on the world of wine. Not just wine news or erudite tasting notes – no, I give reviews of wines I’m currently enjoying (usually with food). It’s a slightly different take and I’m enjoying it. Hopefully you readers are as well!

  • http://www.DrinksAreOnMe.net Dale Cruse

    I’ve focused on a couple of niches. Early on, I had the ONLY daily news weblog dedicated exclusively to bass players. In fact, you, Chris Brogan, profile me and that blog!

    Though that site is no more, I now focus on the world of wine. Not just wine news or erudite tasting notes – no, I give reviews of wines I’m currently enjoying (usually with food). It’s a slightly different take and I’m enjoying it. Hopefully you readers are as well!

  • http://markdykeman.wordpress.com/ Mark Dykeman

    In my few weeks of serious study about blogging and writing copy, the only word that I’ve seen more than “SEO” is “niche”.

    I have a business degree and I understand the need for market segmentation and targeting. However, I’m not at the point where I would want to have multiple niche blogs. I am trying to develop a couple of ideas that could be blogs on their own, but I’ve learned enough that I want to plan that out a bit first. I’m still building my core blog!

    Here’s an interesting question: should a blogger challange themselves to find a niche that NO ONE is talking about or else become so specific in a niche that they are the only one doing it?

  • http://markdykeman.wordpress.com/ Mark Dykeman

    In my few weeks of serious study about blogging and writing copy, the only word that I’ve seen more than “SEO” is “niche”.

    I have a business degree and I understand the need for market segmentation and targeting. However, I’m not at the point where I would want to have multiple niche blogs. I am trying to develop a couple of ideas that could be blogs on their own, but I’ve learned enough that I want to plan that out a bit first. I’m still building my core blog!

    Here’s an interesting question: should a blogger challange themselves to find a niche that NO ONE is talking about or else become so specific in a niche that they are the only one doing it?

  • http://www.DrinksAreOnMe.net Dale Cruse

    Mark: I caution you against creating a niche blog for the sake of creating a niche blog. First and foremost, create a blog that you are interested in writing and reading. If it happens to be a niche, great. But don’t put that ahead of writing about what you really care about. Good luck.

  • http://www.DrinksAreOnMe.net Dale Cruse

    Mark: I caution you against creating a niche blog for the sake of creating a niche blog. First and foremost, create a blog that you are interested in writing and reading. If it happens to be a niche, great. But don’t put that ahead of writing about what you really care about. Good luck.

  • http://www.markzorro.blogspot.com Mark Zorro

    Dale I do agree with you, do what you care about and care about what you do.

    The only personal difference I have is that I am not interested in what people read, I am interested in what I write. How can there possibly a reading failure in information abundance? The only failure in the information age is the failure of thinking, innovation or to live a joyful life.

    What is a niche at best but a release from individual mediocrity or an intelligent flowering away from the mass soil of social homogeneity.

    M.

  • http://www.markzorro.blogspot.com Mark Zorro

    Dale I do agree with you, do what you care about and care about what you do.

    The only personal difference I have is that I am not interested in what people read, I am interested in what I write. How can there possibly a reading failure in information abundance? The only failure in the information age is the failure of thinking, innovation or to live a joyful life.

    What is a niche at best but a release from individual mediocrity or an intelligent flowering away from the mass soil of social homogeneity.

    M.

  • http://www.cash-smart-kids.com Jenny Ford

    Hi Chris,

    My niche is parents of kids 6-12 years old who want to teach their kids about money and business, and to help their kids develop a passive income before they leave high school.

    Our site, http://www.cash-smart-kids.com, contains all the “how to” information, and I blog at http://www.raisingentrepreneurs.org, which covers many related issues around kids, money and business.

    In fact, I have just finished writing an eBook, “Finding the Right Niche for Your Cash-Smart Kid”, which helps parents to guide their kids through the process of researching a profitable niche for a blog or web site. If any of your readers send me an email (to info AT cash-smart-kids.com) with a subject line of “show me the niche!”, I’ll send them a free copy.

    Jenny Ford
    http://www.cash-smart-kids.com
    Blogging at http://www.raisingentrepreneurs.org

  • http://www.cash-smart-kids.com Jenny Ford

    Hi Chris,

    My niche is parents of kids 6-12 years old who want to teach their kids about money and business, and to help their kids develop a passive income before they leave high school.

    Our site, http://www.cash-smart-kids.com, contains all the “how to” information, and I blog at http://www.raisingentrepreneurs.org, which covers many related issues around kids, money and business.

    In fact, I have just finished writing an eBook, “Finding the Right Niche for Your Cash-Smart Kid”, which helps parents to guide their kids through the process of researching a profitable niche for a blog or web site. If any of your readers send me an email (to info AT cash-smart-kids.com) with a subject line of “show me the niche!”, I’ll send them a free copy.

    Jenny Ford
    http://www.cash-smart-kids.com
    Blogging at http://www.raisingentrepreneurs.org

  • http://fundraisingcoach.com/ Marc A. Pitman | The Fundraisi

    Chris,

    My niche is stressed out fundraising professionals who want tools to help them and their boards raise more money.

    I’ve been able to coach business owners and professionals, but I love fundraising so much that it’s a more natural niche.

    http://www.fundraisingcoach.com

    That’s my “global” niche.

    I also pastor of the Vineyard Church of Waterville, a 3-year old church plant.
    http://www.watervillevineyard.org

    So my “local” niche is:
    * people 25-45 that are interested in God (or willing to consider being interested)
    * who aren’t afraid of 21st century America (so many Christians seem to want a return to the 1950′s!) and
    * that want to reach out and help people in practical ways.

    So far there are about 30 of us in my community. *grin* But since Jan 1, we’ve done 2311 practical acts to show God’s love!

    As for your niche, I’ve tried typing it out three or four times and still haven’t been able to express each way I specifically enjoy your blog! Could your niche be the digitally-literate-but-not-necessarily-as-connected-as-you-are? Maybe that’s the next swing voter group the candidates will target! *grin*

  • http://fundraisingcoach.com/ Marc A. Pitman | The Fundraising Coach

    Chris,

    My niche is stressed out fundraising professionals who want tools to help them and their boards raise more money.

    I’ve been able to coach business owners and professionals, but I love fundraising so much that it’s a more natural niche.

    http://www.fundraisingcoach.com

    That’s my “global” niche.

    I also pastor of the Vineyard Church of Waterville, a 3-year old church plant.
    http://www.watervillevineyard.org

    So my “local” niche is:
    * people 25-45 that are interested in God (or willing to consider being interested)
    * who aren’t afraid of 21st century America (so many Christians seem to want a return to the 1950′s!) and
    * that want to reach out and help people in practical ways.

    So far there are about 30 of us in my community. *grin* But since Jan 1, we’ve done 2311 practical acts to show God’s love!

    As for your niche, I’ve tried typing it out three or four times and still haven’t been able to express each way I specifically enjoy your blog! Could your niche be the digitally-literate-but-not-necessarily-as-connected-as-you-are? Maybe that’s the next swing voter group the candidates will target! *grin*

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    I see all the amazing possibilities that we have to disperse our message. Even more importantly is the opportunity to be on the receiving end of feedback directly from our niche audience/client base.