Author: Franz Malten Buemann

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What do creators like Mr. Beast and Ali Abdaal have in common? Not much, actually, other than the ‘Creator’ label and being YouTubers. They serve distinctly different audiences and create very different types of content. However, no matter how you look at it, they’re both pretty successful in their own rights.For content creators , one of the biggest debates is whether or not to “niche down” and focus on a specific topic or audience. Some argue that niching down is necessary for success, while others believe that it’s better to have a broader focus.In this article, we’ll explore both sides of the argument and provide guidance on (with input from expert creators) how to pick a niche that works for you.Arguments Against Niching DownOn the other hand, some argue that niching down can limit your audience and opportunities. If you only focus on one topic, you may miss out on potential followers who are interested in other areas you have knowledge about. Additionally, if your niche becomes oversaturated, it can be difficult to stand out.Not niching down can also allow you to be more creative and versatile with your content. You can explore different topics and experiment with different types of content, which can keep your audience engaged and interested.Certain creators feel more comfortable without labels – including Toni Bravo, who says, “…I will never have a niche. [T]here’s a million things that I’m always doing at once. So I would post like knitting stuff. And then I post beauty stuff. And then I post up about my dog. And then I just post random trending sounds. So I never put myself in like a box but what I do pay attention to is how things are received.” @bonitravo yes, i’m a sagittarius ♬ original sound – lucia 3 Jayde Powell, content marketer and creator, adds to this by saying, “I’ve always been really hesitant to establish a niche because I have a lot of interests. So I’m not going to call myself a vegan influencer or a fashion influencer because maybe I like style and I also like to eat vegan food on occasion. I have a variety of interests and things that I can speak to. So for me, not classifying myself in one way does hinder me from getting opportunities but I’m a big believer that the opportunities that are meant for me will come to me when they’re supposed to.” View this post on Instagram A post shared by jayde powell • content creator (@jaydeipowell) Arguments for Niching DownOne of the primary arguments for niching down is that it allows you to become an expert in your field. By focusing on a specific topic, you can provide more value to your audience and establish yourself as a go-to resource. This can lead to more opportunities, such as speaking engagements or consulting work.Josh Ho, founder of Referral Rock and podcaster, thinks about niching down like this: “I agree with niching down because there are a lot of things I’m interested in that I don’t write about. If I wrote about all my interests, no one would understand who I’m trying to speak to. It’s hard to separate your interests like that, but it’s worth it when there’s a particular message you’re trying to get across.”Amanda Natividad, VP of Marketing at Sparktoro, also shared her perspective on niching down.Them: How do I grow my following?Me: Say you’ll write about a thing, then write almost exclusively about that thing for 3+ months. Add valuable insights in others’ replies. Lift up others.Them: Hmm… I don’t want to do that. Is there another way?— Amanda Natividad (@amandanat) March 15, 2023

Niching down can also make it easier to create content. When you have a clear focus, you know exactly what topics to cover and what type of content to create. This can save time and reduce the stress of coming up with new ideas. If you want to establish yourself as an expert in your field and provide value to a specific audience, then niching down may be the way to go.So, how do you decide whether or not to niche down? The answer is that it depends on your goals and preferences. For Lloyd George, content creator and founder of Cre8tor Hub, niching down has helped him find a more valuable audience as an entrepreneur. “As someone that has a niche, having a niche has made it significantly easier to grow and I think I’ve grown faster. Also I will say tangibly speaking, having a niche increases the value of your audience,” he says. @lloydnotgeorge Maybe your company can do the same?? ♬ original sound – Lloyd | Podcast tips If your goal is to build a business from your content creation, then Lloyd’s advice is pertinent. However, if you prefer to have a broader focus and build a platform based on your personality and not any one category, then not niching down may be better for you.How to Pick a NicheIf you do decide to niche down, it’s important to pick a niche that works for you. Here are some tips for choosing a niche:Consider your passions and expertiseStart by thinking about the topics that you’re passionate about and knowledgeable in. Your clear interest and expertise will help you create better (consistent) content and connect with your audience more effectively.The key is to “become the niche,” a concept created by Katie Xu, who has a unique perspective on niches. The TikTok creator shares, “You don’t have to eliminate niches or categories – but you shouldn’t hide behind them. @katiexsocials Replying to @cybergirl.online becoming the niche is a mindset that prioritizes YOU. that’s all #katiexsocials #becometheniche #nichedown #futuremillionairekatie #creatorindustry #socialmillionaire #tiktokmillionaires ♬ original sound – Katie Xu | Future Millionaire People are trying to learn specific things from you, which is why you might stick to one category. But there are probably thousands of other people in the same category. In order to figure out how you can pick a niche that you’re passionate about, ask yourself:Why should they learn from you instead of someone else?What makes you, your content or your perspective unique?What knowledge or expertise do you have that will make you stand out in that niche?An example of a creator who has successfully niched down based on their passions and expertise is Pat Flynn, the founder of Smart Passive Income. Focusing on his passion for helping others create passive income streams, Flynn has grown his brand to include a popular blog, podcast, and YouTube channel.Research creators within your categoryBefore committing to a niche, it’s important to research your competition and make sure there is an audience for your content. Look for gaps in the market or areas where you can provide a unique perspective.For example, Tom Frank of College Info Geek started his blog as a response to the lack of personal and relatable content for students. By analyzing the existing content and identifying a gap in the market, he was able to create a successful blog with over 1 million monthly visitors.Be flexible with your nicheRemember that your niche may evolve over time as you learn more about your audience and your own interests. Don’t be afraid to pivot if you feel like you’re not reaching your goals or if you want to explore new topics.It took Jason Levin, creator of the newsletter Cyber Patterns, took eight months to figure out what his newsletter would be about. He just wrote what he thought was cool until he landed on content strategy, the main topic of the newsletter.Time to niche down.Cyber Patterns is zooming in on Content Strategy:· Patterns across famous creators· Case studies on brands’ strategies· Developing your long-term content strategyExpect the same wit and irreverence with a deeper focus.https://t.co/rvSnufQONe— Jason Levin (@iamjasonlevin) December 8, 2022

He says about picking a niche: “Picking a niche, in the beginning [of your creator journey], is very silly because you’ll probably end up switching. You should definitely pick a niche but don’t rush it until you’re ready. Start out following whatever you’re curious about and make cool content.”This flexibility allows creators to adapt and grow as their interests change, ensuring their content remains engaging and relevant to their audience.Niching comes down to where you are in your creator journeyPicking a niche means that: you have a lot of expertise or interest in one area and you can identify your ideal audience quicker and find your 1,000 true fans easier.Ultimately, it is a personal choice that depends on your goals and preferences. Whether you choose to niche down or not, the key is to create high-quality content that provides value to your audience.📬Check out this article for ideas to inspire your next piece of high-quality content.

Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team. 
Microsoft is keeping generative AI front and center in its search products.
In January, the company extended its partnership with Open AI, the maker of ChatGPT with a multi-year investment believed to be worth $10 billion. The following month, Microsoft launched new AI-powered versions of its Bing search engine and Microsoft Edge web browser.
This week Microsoft announced the launch of Bing Image Creator — an AI-powered tool that allows users to create images at the click of a button (a major upgrade from WordArt).

One day you stopped using WordArt and didn’t even know it.— Microsoft (@Microsoft)
March 22, 2023

Users can type a brief image description into the chat window on Bing or upon clicking the Image Creator icon within Microsoft Edge to get custom images generated by OpenAI’s DALL-E.

Image Source
The feature is currently available for Bing and Microsoft Edge preview users.
In addition to image generation, Microsoft is rolling out Visual Stories and Knowledge Cards 2.0 to aid Bing users in their visual searches. With Visual Stories, search results can include AI-generated video and audio clips. The Knowledge Card 2.0 update will include visual search results such as infographics generated by AI.
What does this mean for marketers?
It’s clear that AI has the potential to streamline and automate tasks for marketers. While it’s no replacement for skilled marketers, AI’s ability to automatically generate imagery and written content can be a big time-saver for scaling teams.
Additionally, with companies like Microsoft integrating AI into search engines, it’s worth noting the potential impacts this will have on search-driven content.
With search results generating elements such as charts and graphs, creating content that includes fresh research, data, and insights will be crucial for marketers looking to generate traffic from searches. As search engines continue to get smarter, marketers will be tasked with creating standout content that is distinctly different from competitors.
Elsewhere in Marketing
The latest marketing news and strategy insights.
Snap’s generous monetization program draws attention from creators.
Meta’s paid verification program is now available in the US.  
TikTok ban: understanding the social and political ramifications.
Google opened the waitlist for Bard, its AI-powered chatbot and ChatGPT competitor.
YouTube rolled out its podcast studio to help podcasters distribute their shows on the platform.
Twitter is testing a new verification system that requires a valid government ID.

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As a small business owner, it can feel difficult – if not impossible – to compete against much larger businesses, especially well-established megacorporations. Good news, though. You don’t need a giant budget or established infrastructure to compete against those bigger brands and still turn a profit. In fact, there are lots of ways in which…
The post 9 Effective Ways Your Small Business Can Compete Against Larger Brands appeared first on Benchmark Email.

How to auto add Chatter Followers to Record
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Cold outreach has long been a staple of B2B lead generation, but with the rise of video content, a new approach is emerging: cold video prospecting. While both methods have their strengths and weaknesses, there are several reasons why cold video prospecting is emerging as the way forward for businesses looking to generate leads and close deals. Firstly, video is simply more engaging than text or images alone. According to a recent survey, 85% of businesses use video as a marketing tool, and for good reason. Video content is more likely to capture your audience’s attention and keep them engaged, making it an ideal way to introduce your brand and pitch your product or service. Secondly, video allows you to convey more information in less time. In a world where attention spans are dwindling, getting your message across quickly and effectively is key. With video, you can communicate your value proposition and key selling points in a concise and compelling way, increasing your chances of generating interest and closing the deal. Finally, cold video prospecting allows you to personalize your outreach in a way that generic cold outreach simply can’t. By including the recipient’s name, company, and other relevant details in your video, you show that you’ve done your research and that you’re genuinely interested in working with them. This personal touch can go a long way in building rapport and establishing a connection with potential customers. In summary, while generic cold outreach still has its place, cold video prospecting offers a more engaging, efficient, and personalized approach to B2B lead generation. By leveraging the power of video, you can capture your audience’s attention, communicate your value proposition effectively, and establish meaningful connections with potential customers. Have you done video prospecting? mention the tool you used. submitted by /u/basitm [link] [comments]

A slate of writing tools powered by artificial intelligence (AI) have recently made headlines as a new and more effective way to produce content. Most tech companies have even been implementing AI into their own tools as well, like we did earlier this year when we launched our AI assistant.I’ve written about my conflicted feelings about these very AI writing tools, but I’ve been making an effort to push past my hesitation and add AI into the articles I write for the Buffer blog. The hope was that by doing so, I could speed up my writing process.So, despite my initial resistance, I went ahead and used AI when outlining and drafting blog posts. Here’s what two weeks of incorporating AI looked like and how my thoughts on AI writing tools have changed.How I incorporated AI into my writingWhen it came to choosing which AI tools to use, I opted for convenience. I’m constantly working in Notion and use it for outlining blog posts, so it was very easy for me to incorporate their recently launched tool, Notion AI, into my planning. Since we recently added Buffer’s AI assistant into our product, I’ve also been experimenting more with this feature and typically have the tool open during the work day so I can just easily switch over to our ideas section and write. I didn’t use other more popular tools like ChatGPT because rather than learning how to use a new product, I wanted something that I could seamlessly embed into my existing arsenal of tools. I was only using these tools for outlining and brainstorming purposes. I never prompted the AI to write out a full blog post for me, but instead just asked it questions to help me generate ideas and help build out the article. Throughout the course of two weeks, I ended up using AI for:OutlinesInterview questionsSuggestions for titlesBrainstorming introductionsThe pros of using AI writing toolsRight off the bat, I could quickly outline various topics quickly with AI. While I was still writing my own outlines, I was able to fill them out much faster than usual. To clarify, I never prompted the AI to “write an outline.” Instead, I just asked questions about my topic to see the key points it would generate. This really helped because sometimes when starting out a new post, I can have a bout of writer’s block and using AI essentially fixed that. For example, when it came to my article on LinkedIn analytics, I used AI to help with the order of the post as well as some of the main points in each section. I did the same thing when refreshing one of our older posts on Instagram Story templates, as I updated the introduction and used AI to run through different versions. I also found that these writing tools were a great way to boost my productivity when I was behind on work. One day in particular, I was feeling under the weather and took a half-day. The next morning, I was scheduled to have an interview with a TikToker about brand deals, and was able to generate a list of ten thoughtful questions in seconds with AI. While I did edit and tailor the questions to better fit my interviewee, this was a huge help at a moment when I really needed it. Overall, it felt like brainstorming was easier thanks to AI. Writing is often a solitary act for me, so it was nice to have a sounding board to bounce ideas off of.The cons of using AI writing toolsAs I started using AI writing tools more, I began to concede that AI actually can produce pretty decent content. However, the one main issue I still have is that the writing isn’t always accurate. Like when it gave me the wrong list of steps after I asked it how to turn on LinkedIn Creator mode. Similarly, when I used it for my article on Instagrams collab posts feature, the AI kept confusing the feature with the actual act of collaboration. So, it was instead giving me answers about how people could collaborate with each other on Instagram, which wasn’t the actual topic of the piece. I tried to redirect it a few times with no luck. But I may need to work on my prompting skills. My colleagues Tami and Phil wrote about the importance of good AI prompts and why adding context is necessary when asking the AI to produce work. Even when I got back the right results, I wasn’t always happy with the final copy. As a content writer myself, I personally felt like the writing quality from these tools was good, but not great, and that I needed to edit it or spruce it up. Another issue I had was that oftentimes the copy felt quite repetitive. Whether it was the AI repeating the same word over again or just the sentiment, this was a reminder that AI is simply regurgitating everything that has already been written before. Although that can sometimes make for decent copy, it’s not original and groundbreaking work. This is why real writers and their work should still be valued.Did AI writing tools actually save me time?Ultimately, these tools didn’t really save me that much time in the end. While it was super helpful before my interview, for the most part I found that either I would still have to correct the AI or rewrite the work. With that being said, I still found the AI useful. Before these two weeks, I wasn’t very comfortable integrating these tools into my everyday work routine, but now I plan to use them from time to time. While I personally don’t feel like I need these tools on an everyday basis, I recognize the benefits of using them on days I feel especially blocked.If you’re also interested in experimenting with AI, sign up for Buffer for free and try out our AI assistant today!