The Surprisingly Simple Way to Discover Your Niche

Matt By Matt
10 Min Read

The Power of Focus

In today’s oversaturated online world, standing out as a content creator or influencer requires laser-sharp focus. The harsh truth? Playing it safe and trying to appeal to everyone guarantees you’ll connect with no one.

To truly thrive, you must boldly stake your claim and cultivate a dedicated niche audience that resonates deeply with your core message.

Finding Your “Writer’s Voice”

But before you can identify your niche, you must first discover your authentic “writer’s voice” – that singular style, tone and perspective that makes your content unmistakably yours.

This voice arises from the convergence of your life experiences, deeply held values, and the change you wish to inspire.

Think of legendary creators like Maya Angelou or Gary Vaynerchuk. Their voices boom with such distinct personality and conviction that their work is instantly recognisable.


Because their output is a pure expression of who they are at their core.

To uncover your voice, you must shed personas and get radically vulnerable.

What values, beliefs and stories define your essence?

What triggers your deepest outrage or inspiration?

The answers will reveal the human truths you’re meant to share.

Honing Your Niche

With your voice roaring, your niche will start taking shape. A niche is simply the intersection of the topics you’re distinctly qualified to cover based on your experiences and the passionate audience craving your insights.

For instance, if you overcame a harrowing battle with anxiety, your niche could be guiding others through mental health journeys from the tranches you survived.

Or if you defied the odds to build a successful lifestyle business while travelling, aspiring digital nomads seeking that path may be your tribe.

Essentially, your niche attracts people who see themselves reflected in your story and want you to light their way forward. It’s about deeply understanding their pains, struggles, and desires and crafting content that lets them know you truly “get” them.


Researching Your Audience

With your niche identified, it’s time to immerse yourself in researching your people. Where do they currently congregate online? What conversations are they having? What other creators or thought leaders do they follow?

Join those existing communities as a listener first. Soak up their language, inside jokes and shared cultural references. Take notes on their burning questions, frustrations and aspirations that existing content fails to address adequately.

By developing an intimate understanding of your audience’s psyche, you’ll be equipped to create content that cuts through the noise and slams into their souls.

You’ll know which topics ignite their passion, how to structure your pieces for maximum stickiness, and the subtle communication cues that breed deep connection.

Establishing Your Niche Brand

With your voice loud and your niche researched, it’s time to establish your thematic brand across platforms purposefully.

This brand represents the core change you’re sparking in the world and the transformative ideas you’ll become a beacon for online.

For instance, if your niche is helping millennials escape hustle culture and embrace guilt-free exploring, your brand could be “The Anti-Grind” sharing philosophies around pursuing fulfilment over hollow ambition.

Craft a concise, ownable niche statement that gets straight to the heart of what you represent.

Then weave it into consistent multimedia branding across your website, bylines, social bios, podcast artwork and videos. This is how you lay the thematic threads that turn casual visitors into invested community members over time.

Creating “Myth” Content

Now for the fun part—captivating your audience through focused, on-brand content aligned with the change you wish to seed. The goal? To create “myth” content that emotionally compellingly rewires the collective narratives and mindsets limiting your niche’s potential.

For example, if you aim to elevate marginalised voices, you might share deeply human stories that shatter harmful stereotypes.

Or if you’re pushing new frontiers in productivity and success, you’ll want to dismantle toxic hustle myths with refreshing alternative frameworks.

No matter your mission, infuse your content with bold realness and vulnerability that cuts straight through to people’s cores.

Share intensely personal stories and behind-the-scenes perspectives they can’t find elsewhere. Present new ideas through wildly creative lenses that implant them in minds instantly. That’s what separates disposable blog posts from “myth” content people devour.


Building Community Through Connection

While great content hooks an audience, building a true community happens through ongoing connection and relationships. So get creatively interactive!

Host live videos, Q&As or podcast recordings where your niche can join, ask questions and feel seen.

Launch an email newsletter packed with personal storytelling that gives them VIP access to your inspirations.

Moderate private online forums where they can bond over shared experiences.

The deeper you draw people into your world and mindset, the more invested they’ll become in being part of the positive change you represent.

By experiencing you as a real human beyond content, they’ll transform from casual consumers into raving champions of your vision.

Embracing the Long-Game

Of course, cultivating true authority and community as a creator or influencer doesn’t happen overnight.

It’s about playing the infinite long game of relentlessly showing up, consistently delivering value, and tirelessly nurturing connections one by one.

There will be days when your motivation wanes, and you’re tempted to quit. But don’t. The greatest challenge for paradigm-shifting creators is having the grit and patience to share their voices relentlessly until they finally pierce the cultural zeitgeist.

Because legacy matters.

True change only occurs when new narratives take root and shift the collective consciousness over years and decades.

So focus on inspiring one person at a time through your work, stay hyper-niche, and trust your compounding impact will ultimately spark revolutions far beyond your lifetime.

The Creator’s Charge

So if you feel the calling to be a voice for positive change, shed your fears of “playing small” and boldly claim the niche that sets your soul on fire. The world craves your unflinching perspective and unapologetic humanity.

Take advantage of the tools of modern creation to assemble tribes united in evolving the human story towards more light. Stay obsessively focused on deeply understanding and serving the people you’re here to uplift.

Most importantly, create with joyful courage and radical candour from the depths of your truth.

Because in doing so, you become the spark inspiring countless others to embrace their own hero’s journeys and bend society’s arcs further toward justice, beauty and transcendence.

That’s the path of the modern ChangeMaker.

The world awaits your revolution.

Photo credit: nappy

What is a niche in simple terms?

A niche is a specialised, narrowly defined segment or subset that perfectly matches someone’s skills, interests, or offerings. It’s a distinct position or area of focus that allows someone or something to thrive and excel.

What is a niche in business?

In a business context, a niche refers to a specialised or focused segment of a broader market that a company serves, with tailored products or services designed to meet the specific needs and interests of that focused group of customers. It allows businesses to differentiate themselves and avoid direct competition with larger, more generalised companies.

What are examples of niches?

Here are some examples of niches for content creators or influencers. The key is to narrow down to a specific angle, demographic or interest within a broader topic.

Beauty Niches: Clean/natural beauty, Makeup tutorials for mature women.

Health/Fitness Niches: Prenatal/postnatal fitness, Workout routines for busy professionals, Plant-based bodybuilding.

Lifestyle Niches: Sustainable/zero-waste living, Remote work/digital nomad lifestyle, Tiny home/van life.

Parenting Niches: Gentle/conscious parenting, Raising multilingual children, Homeschooling resources.

Travel Niches: Solo female travel, Accessible travel for disabilities, Private aviation/luxury travel.

Food Niches: Keto/low-carb recipes. Air fryer meal prep, Regional cuisine (e.g. Tuscan, Szechuan)

What is a niche in marketing?

In marketing, a niche refers to a specific, narrowly defined segment of a larger market that a company targets. Examples of marketing niches include plus-size athleisure wear, subscription meal services for vegans, travel gear for digital nomads, luxury pet products, etc. The niche approach allows laser-focused targeting versus a one-size-fits-all mass marketing strategy.

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By Matt
I'm the Creative Director at Bona Parle. I'm also a freelance portrait and headshot photographer, award-winning filmmaker, film Colourist and a multi-award winning LGBTQ+ human rights campaigner. For part of my week I lead a successful UK-based charity that brings families closer to together.