Before You’re Starting Content Creation, Create Your Creator-Market Fit

E.A!

You need to create a niche within a niche

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Twitch, Instagram, Medium, Youtube, Twitter, Substack…

Nowadays, all of the content creators like us try to reach large audiences through these platforms. Still, a tiny portion of content creators are reaching more than 1,000 people or making more than $1,000 regardless of the platform.

Only 6% of Medium writers make more than $100 per month. The top 3% of channels on YouTube earn 70% of the total ad revenue.

Even if the platform changes, only a small fraction of creators makes money. And others create content for nothing — no followers, no views, no comments, no likes, and no money

The main reasons why most content creators aren’t successful are:

  • not trying enough,
  • poor quality content,
  • lack of promotional strategy,
  • not doing the necessary research.

Although these are the main reasons, there is one more big reason. The one of the most important overlooked reason is that content creators start creating before finding their content-market fit.

In an environment where there is a lot of competition, if you are creating content without knowing what you are doing and for whom, it’s almost impossible to survive.

Finding What to Create

If you’re starting a content creation today, there’s already a lot of competition. All of the corners are taken. It’s almost impossible to make your voice heard if you follow the existing footsteps.

However, there is always a way to stand out.

To differentiate from the crowd, to make your voice heard, you need to find a niche within a niche.

You need to focus on something extremely specific. You need to be the guy. You need to be the go-to expert in your niche.

Suppose that you want to start creating content about books. Instead of starting with any book, start with books about superheroes — Marvel comics.

The point here is that you need to find a unique aspect, specific niche to differentiate yourself from other content creators. Here are examples of creators who successfully found their hyper-specific niche:

  • Marie Poulin is known as Notion master in Notion community. She’s not creating product/content about productivity but she’s creating product/content specifically about Notion use-cases.
  • Chase Dimond, driven $50+ million in email revenue for clients, is the “Email Marketing Nerd” who only focuses on email marketing.
  • Dickie Bush, who focuses only on short-form content (atomic essays, Tweets, etc.) about content creation and Twitter marketing.

So far we understand that finding a niche within a niche is a must before starting content creation. But, how?

Here is a 3-step formula to find your hyper-specific niche:

1. Decide what you can create content about (Supply)

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To find what you can create content about, first, create three columns. It’s time for brainstorming. You need to write down whatever comes to your mind.

Firstly, write down what you’re good at. It might be related to your daily job. A topic or skill you learned during your college years. Or something you learned on your own and you have enough knowledge about it.

Secondly, write down your interests. What do you like to create/do in your free time? It might be watching a movie, doing yoga, discussing books with your friends, etc.

Thirdly, based on your interests and strengths, review what you can scale. You might like discussing books with your friends, but can you scale it. Are there enough books to discuss? Or, do you have enough time to read 1–2 books per week?

Lastly, after choosing the scalable ones, find the intersection of what you’re good at and what interests you. The intersection is your supply — what you can create content about.

TL;DR, deciding what you can create content about is the union between:

  • What you’re good at
  • What interests you
  • What you can scale

2. Find what you can make money from (Demand)

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The second part is the market demand side. After deciding on your supply, it’s time to do some research. For each topic in your supply, you need to do two things:

First, you need to understand whether it’s something people are searching for or not. To understand this, you can check:

  • Google search statistics — you can use free/paid keyword research tools
  • Related subreddits to see how many people are interested and what they’re talking about
  • Related questions in Quora
  • And other social media platforms

Secondly, you need to understand whether people click on, buy, or want to consume. To understand this, once you find a related group about your possible content supply, try to get as much information as you can.

When you find the number of people searching for your content niche is good enough, and the content niche is something they want to consume, note down these niches.

After that, it’s time to create your hyper-specific niche.

TL;DR, finding what you can make money from is the union between:

  • What people are searching for
  • What people have a willingness and ability to pay for

3. Finalize your hyper-specific niche

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If you want your readers to commit themselves, their time, their money, their energy to something, they need to know what they’re going to gain from it.

For this reason, you need to easily explain what you’re creating and for whom.

The easiest way to do this is to find your hyper-specific niche. Hyper-specific niche framework consists of three levels:

  • Niche → Sub-Niche → Hyper-Specific Niche

The first level consists of main niches: health, wealth, relationship, movies, books, etc. In the first level, you need to choose which niches you’re going to operate within from your supply-demand analysis.

The second level is deciding on a sub-niche. If you choose books as the main niche, you can select comic books as a sub-niche.

The third level is where you decide on your niche within a sub-niche. With comic books as a sub-niche, you can go with Marvel comic books as a hyper-specific niche.

Let’s say you like discussing books with your friends. And, you’re also a big fan of Marvel characters. After your research, you also see that there’s a considerable demand for comic books. Then your hyper-specific niche would be “Marvel Comic Books.”

  • Books → Comic Books → Marvel Comic Books

Learn What Works

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So far, you have found your hyper-specific niche by analyzing market demand and what you can supply.

Now it’s time to optimize your content strategy. Even if you do your best work, what you did is nothing more than theory until you create the content.

There is a vast distinction between theory and practice. The theory assumes an outcome while creating content enables you to see whether the theory is accurate or not.

The best way to understand what works and what not is by analyzing numbers: views, reads, likes, comments, shares, highlights, etc.

Once you start creating content, all you have to do is scale the ones that work and eliminate ones that don’t get enough interaction from people.

Build Your Personal Monopoly

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As David Perell says, the ultimate goal of creating a creator-market fit is to build a Personal Monopoly.

Even if you find the hyper-specific niche you want to create content within, anyone can create content in the same niche.

To build your personal monopoly, you need to multiply the hyper-specific niche with your personality — your perspective, voice, skill set, experiences, and magic touch.

Once you become an expert in your niche with your unique perspective, even if someone else comes, it’s still going to be your monopoly — just like Google in the search engine market, Apple in the application store market, Facebook in digital advertising.

“When you build your Personal Monopoly, you say yes to playing a worldwide game that most people don’t even know exists.”
David Perell

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The beginning of the creator’s journey is like the chicken or the egg dilemma. It’s challenging to build an audience without creating your hyper-specific niche. And it’s almost impossible to make dimes without an audience.

Unless you build an audience, you leave your chances of making money entirely in the hands of algorithms. To get out of this situation and make your own luck, you need to:

  1. Decide what you can create content about
  2. Find what you can make money from
  3. Finalize your hyper-specific niche
  4. Learn what works and not
  5. Build your personal monopoly

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