"If you don't understand who you're targeting then nothing else matters." - Justin Welsh.
In his course, The LinkedIn OS, Justin Welsh emphasises the importance of identifying a niche as the foundation for building a following on LinkedIn.
Whether you're writing to build a personal brand or a business, it's critical to narrow down your focus on the topics you write about and the target audience you serve because, as Justin says it, "if you're creating content for everyone, then you are creating content for no one."
But how exactly do you narrow down on a niche?
As professionals, the easiest way to identify your niche is to base it on what we specialise in at work.
For example, as a marketer, I could narrow my niche further and write about content marketing and storytelling to help other marketers excel in that category.
However, I wanted my LinkedIn profile to go beyond my expertise in marketing. My skillsets are not confined to just marketing. I am also a certified coach and a digital writer, with many valuable insights from these aspects of my life that I’d like to share.
It's been challenging to narrow down to just one topic and write consistently about it. Trust me, I've tried doing that on X with little success. I get bored writing one topic alone.
After much brainstorming and conversations with my new writing besties, Copilot and Gemini, I decided to write about three topics I’ve always been passionate about: digital branding, writing and personal progress.
Further brainstorming led me to identify the audience I'd like engage with my writing: I aim to connect with other professionals who want to gain visibility on LinkedIn by sharing my personal experiences based on the three topics I've highlighted to help me succeed on the platform.
While most successful digital writers advise finding a niche before publishing content online, narrowing down a topic can be challenging.
If you’re in the same boat, you can start with two or three topics before settling on a niche. This is an approach I learned from the Ship 30 for 30 cohort-based course while writing on X, a lesson that I am now using to start writing on LinkedIn. The approach allows you to explore your interests and discover what resonates most.
Here’s how you can find your voice and make an impact on LinkedIn, even if you haven’t pinned down your niche yet:
1. Start with what you know
List topics you have broad knowledge of and are interested in. Pick two or three and write about them. You don't need to be an expert. Share the challenges you face, strategies you implement, and lessons learned.
2. Engage with your network
Ask questions, start discussions, and engage with others' posts. Engaging with others helps you build connections and gives you ideas about what resonates with your audience. Respond to comments and messages; these interactions often spark new content ideas.
3. Reflect on your learning goals
Document your journey. Write about the challenges you face and key learnings. Readers love stories that benefit them as well.
4. Highlight current trends
Write about how the latest developments impact your topics and offer your perspective.
5. Be authentic
Above all, strive to be yourself. Authenticity resonates more than perfection. Share genuine thoughts, opinions, and experiences.
If you're still struggling with finding your niche because of your diverse interests, I recommend reading David Perell's perspective on finding your personal monopoly and Mark Schaeffer's on creating content based on a sustainable interest.
