Niche Your NicheCarl Landau Grand Poobah, Niche Media

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blog.NicheMediaHQ.comwww.NicheMediaHQ.comcarl@NicheMediaHQ.com

My Publishing Street Cred…

• Magazine• E-newsletter• Blog• Webinar• Whitepaper• Podcast• Books• Events

• Video• Television• Facebook• LinkedIn• Twitter• Instagram• Pinterest• What else?

What Content Does Your Company Produce?

• Carlism: a weird idea that is usually misspelled. You know, Einstein couldn’t spell either.

Carl’s 11“Carlisms” for Niching Your Niche

(Anyone can do 10!)

• Magazine = established brand

• Easier sales (selling to existing customers)

• So many opportunities under your niche Nose!

• Carlism: Love the one you’re with!

#1 Take Full Advantage of Your Brand

• Anyone can be boring

• Boring doesn’t motivate anyone!

• Carlism: Keep niche weird!

#2 Be Weird. Be Different

20072008 2009 2010

20112012

2013 20142015

• More targeted = happy readers & advertisers!o Multiple e-newsletterso Multiple blogso Multiple websiteso Multiple events

• Carlism: The more Carls, the better!

#3 Niche Your Properties

• B2B blogs & e-news:o Legal developments & regulationso New Technologieso Business Modelso Marketing

• Have advertising & sponsored content!

Multiple e-Newsletters & Blogs

• Provide targeted content with each site

• Gives more exposure to advertisers

• Niche your niche:o Pet magazine = travel with petso Franchise magazine = single vs. multiple unitso Real estate = investors vs agents vs appraisers

Multiple Websites

• Further segment your market while building loyalty!

• A regional lifestyle magazine could have:o Food & wine festivalo Cooking seminarso Home & garden expoo Home Touro Art events

Multiple Events

• Focus on help, not hype. It really works!o Launch a daily blog: blog.nichemediahq.como Must start with the CEOo Have someone dedicated to content marketing

• Proof: Niche Media sites up 42% in 6 months• Proof: Niche events almost always sell out!

• Carlism: Provide useful content and you’ve made a customer a friend for life!

#4 Content Marketing

• Typical magazine profit margin = 10-20%• Typical event profit margin = 40-60%• Create new events• Niche existing events• Small is the new big

• Carlism: Live events are at an all-time high because of social media…as in real social media: actually meeting and talking with a human being!

#5 Events

• We niched out our market

• Just for 50 CEOs of niche media companies

• Focused on networking & peer-to-peer learning

Niche CEO Summit

• Past attendeeo E-mailo Personalized letter with brochureo Personalized letter with tchotchke

• Regional efforts• Category efforts: B2B vs B2C, etc.

#6 Niche Your Data – Segment Your List

Non-Attendee

Regional

Vendor Segmentation

Job Title

Attendee Type

• Subscriber & advertiser lists are your lifeblood• Segment, segment, segment• Research – Facebook, LinkedIn groups, Twitter• Update, clean, and purge• Plan for personalization – get name, company,

demographics

• Carlism: the list is 90% promotion. Design is 10% Most people work harder on the design.

Remember!

• Know a good niche, but think it’s too niche to work?

#7 Keep On Niching!

• Draw on your archived content to create: o How-to series of live webinars o Special anniversary issueso Themed issueso Leadership serieso Guides, case studies, and whitepaperso Infographicso Videoso Stats!

• Carlism: I’ve been repackaging “Grand Poobah Carl” for over a decade!

#8 The Future – Your Magazine Archives!

• Special issues• Video series• Multiple e-newsletters • Archives• Tip sheetsThe sky is the limit for creating special interest collections!

Repackage to Target(Readers Consume Content Differently)

• Make work fun to keep your team inspiredo Company fun dayso One-on-one lunches

• Where’s it all going? Duh…media integration!o Platform integrationo 100% integrated packages (including events)o Ultimate medium is held in your hand/a chip in

your brain• Carlism: Anyone can be a CEO, but there is

only one Grand Poobah

#9 Advice to a Niche Publisher/CEO

• Test ideas for new products magazines and eventso Blogso Online-onlyo Social mediao Workshopso Collect LOTS of feedback!

• Carlism: Startups are fun and easy in a digital age!

#10 Niche Test Launch

• This DOESN’T mean service, quality, or customer focus. Dozens of similar brands do this, too.

• What makes your different from your competitors?

• What makes your brand one in a million instead of just one of millions?

• Carlism: Boring does NOT equal professional!

#11 What Does Your Magazine / Brand Stand For?

Niche Magazine Publishing

Blog.NicheMediaHQ.com

Creating & Running Niche Events

Blog.NicheEventNation.com

Niche Blogs & Podcast

Event Podcast: What Wakes You Up at 3:00 am?

Soundcloud, iTunes, and more!

Learn more at NicheDigitalConference.com

Niche Digital Conference

Niche Digital Conference -Registration Contest!

Learn more at NicheCEOSummit.com

Niche Media Events

Learn more at NicheConference.com

Niche Media Events