I (Laura) was recently asked to join a panel on niche publishing for MagNet 2011 and enthusiastically accepted the invitation. Niche publishing is not only a passion of mine, but I believe every content provider needs to understand how to cultivate a narrow audience. People are increasingly looking for particular information, versus vague. Here are 5 basic rules for successful niche publishing.
1. Remember your role: Packaging relevant content synthesizes and makes sense of the subject for the reader. When it’s a very niche subject, relevance becomes even more narrowly defined. Your job is to be the arbiter of relevance.
2. Become an expert: Unlike general interest publications, niche content serves a type of connoisseur and so you must be one too. Your reader is passionate and engaged in this particular interest and one of the greatest challenges is to have your finger even more on the pulse than they. It is easy to lose credibility because the level of knowledge needed is so detailed. Cultivate relationships in the community and use them as an editorial sounding board.
3. Be part of the community: No matter how small or specific the audience, they are gathering in some regard, in a communal space online and at events or meetings. Be present to introduce your brand and look to become part of the leadership. Approach your audience humbly and you will gradually build their trust and become part of the meeting space.
4. Know your geography: Are you publishing a niche within a niche? As you know, your coverage area plays a role in content decisions. The smaller it the geography is, the more detailed information you need to know about it. A publication serving just one district of the country needs to understand the back roads, long-standing business and even local gossip. Even things that do not seem relevant may have context in some way to your subject.
5. Let the passion shine: Whether it is a single project for a client or an ongoing publishing initiative, become immersed in their world and share in their passion. It will shine through in a genuine product.
