carl landau grand poobah, niche media niche your niche
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Niche Your NicheCarl Landau Grand Poobah, Niche Media
Copyright ©2016 of Knowledge Marketing. All rights reserved.
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
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