Over the years I’ve learned some important lessons when it comes to targeting niche markets. I think the most important lesson is to start with something you already “know and love”.
It’s easy to build content around something you’re already know a great deal on, and are passionate about about.
Probably the 2nd most important lesson I learned along the way is to look for “evergreen markets”. These markets, like evergreen trees, are markets that don’t change a lot. Therefore the content you create for them is timeless – relevant just as much 10 years from now as it is today.
Some evergreen markets you may have already guessed are niches like health & fitness, beauty, cooking, nutrition, self development, business training, anything outdoor related like gardening, camping or hiking; and most any hobby that doesn’t involve technology. The list could go on and on. Information in these markets will last ages.
I can go to Google Books and find public domain books on “fly fishing” that date back to the early 1900’s. The information in these books has not changed. What was true then, is true now.
Something that is not evergreen however, is technology. If your passion is centered around technology, then by all means don’t let this hold you back. Just understand that it’s a market that’s constantly changing, and this will require you to always be producing new content to keep up with those changes.
The content you create today will not be relevant in 10 years. Just remember, 10 years ago “flip phones” were the rage in mobile technology. 🙂
One evergreen market that does not change very often is “men’s style”. And that’s been an important factor for my guest this week, Antonio Centeno. You may recall Antonio joining us almost a year ago to discuss his success using YouTube to market his business Real Men, Real Style.
At the time Antonio had just reached 1 million views with 11,000 subscribers on YouTube from posting 250 videos in his first year.
A year later, and Antonio now has over 4 million views with 54,000 subscribers!
Naturally, you’d think that type of increase was a result of continuing to record even more videos. But what’s interesting is that Antonio has not been producing a tremendous amount of content over the past year.
His channel now has 288 video posted. He’s only added 38 in the last year. That’s less than one video a week!
So why the continued surge in traffic even after he’s backed off the gas pedal? A few things are working in his favor, but one of the big advantages is having “evergreen” content. It’s relevant year after year. It goes viral year after year.
Trends do change, but business style remains the same. Take for example a book I have on one of my bookshelves called Dress for Success by John T. Molloy. This book was written back in the 80’s but is still used as a reference for executives everywhere.
Antonio’s traffic has increased and will continue to increase in the years ahead. Why? Because men will still be looking for tips on “How to buy a quality necktie” five years from now.
Enjoy the interview!