This weekend, I’ll be spending some time getting ready for the Melbourne Food and Wine Blogging Event I’m hosting on Tuesday. I’m really looking forward to this event—and not just because of the great food and wine we’ll get to enjoy!
This event targets a sub-niche of my main target audience—it’s aimed at food bloggers who are located in or around Melbourne, or are near enough to participate in the event.
At first glance, that event might seem odd to some readers who see ProBlogger as a blog primarily about making money blogging. Even with the range of topics we cover here, it might seem strange for a blog whose primary audience is based in the States to go to the trouble of running a small, local event like this—and then to focus it on a specific blogging niche like food.
Targeting a sub-niche
Professional blogging is a pretty big niche—and it’s growing all the time. It’s also a reasonably mature niche.
While that means there are more opportunities popping up each day, it also means that those opportunities are becoming more and more fragmented—or targeted—over time. Building authority in a niche like this isn’t just a matter of talking about generic pro-blogging techniques any more. It’s about digging deep into the specific needs of the topic’s many sub-niches.
So why not host an event for this sub-niche? The idea wasn’t exactly out of left-field for me, since my friend Shane is a restauranteur and a fantastic chef. The event will help to build his profile, but of course it also helps me build my profile at a grass-roots level, with a target segment I want to know better and help out. It’s a win-win-win!
Are there connections in your network who could help put you in touch with a sub-segement of your target audience? Perhaps it’s time you started asking around…
One of many
These days, more and more of my time is spent engaging with sub-segments of my main target audience. Recently, I’ve engaged through online and offline events and discussions in the DIY niche, the mommy bloggers niche, the social media niche, and the travel blogging niche, among others.
Each of those opportunities has let me connect deeply with a sub-niche of the blogosphere, and individuals who operate in that space. And each one has been informative and fun. I know that it’s easy for digitally focused people like bloggers to ignore offline promotional tactics like the Food and Wine Event, but I find them invaluable for actually getting to know readers from important sub-niches.
It’s commonly accepted that bloggers should write with a particular reader in mind. What better way to do that when you’re writing for a sub-niche than to think of someone you’ve met personally, who blogs in that space?
If you’ve talked with them face to face, you’ll know how they feel about key issues, the language they used, what interested them, and so on. That’s a great foundation for writing relevant content, and creating relevant products and services once you feel your authority with that sub-niche is strong enough.
I’ll keep getting involved in small- and medium-scale events and gatherings in the sub-niches within blogging, so that I can get to know as well as possible how those bloggers operate, what they hope for, and what they need.
Have you ever held and event—online or off—to target a sub-niche of your blog’s main topic? What was it, and what did you learn? We’d love to hear you stories in the comments.