Question: Does a niche marketing strategy still work today?

Answer: Yes, but not in the way it used to.

To understand what I mean, imagine this.

It’s Friday night, and you’ve just completed an exhausting week of work.

You’re so ready to chill.

But right now, you’re hungry. But since you’re also tired, the idea of going home to cook something from scratch in your kitchen is appalling.

So, you decide to eat out.

As you stand on the sidewalk, you notice two restaurants side by side.

One serves fast food.

The other serves delicious vegan-friendly dishes.

Now, let’s say you’re:

  • A vegetarian
  • An animal lover
  • A person who doesn’t mind spending for quality food

Which restaurant would you pick?

That’s right, you’d go for restaurant #2.

As you walk inside, you notice all kinds of people. Koreans, African Americans, Indians. You notice young couples, elderly people, and hurried businessmen.

(Or, maybe you’re in the long drive-thru line — and you notice all the people in the cars around you, or coming out of the restaurant with their to-go bags neatly packed under their arms.)

Why did these people choose to dine in the same restaurant as you?

For sure, it’s not because you share the same demographic. You’re not all the same age, color, and race.

It’s because the restaurant’s unique differentiation factor called out to your needs and beliefs.

So yes, niche marketing strategy still works today.

But the term “niche” should no longer be about a certain age, race, or gender group.

Instead, it should be about your content differentiation factor, and how it speaks to your audience, no matter where or how old they are.

Let’s dig deeper.

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Niche Marketing Strategy: It’s No Longer About Age, Gender, and Race

If you ask a ton of marketers today how you should go about promoting your brand, they’ll likely tell you an overblown, outdated lie:

“Find your niche.”

And you’ll likely believe them, go to Google Analytics, and find out how old your audience is. Or where they live, and whether they’re male or female.

If you find out that five of your audience members are women in their 20’s who live in Chicago, you’ll then go ahead and address all your marketing materials to them.

The problem is, you’re leaving out a ton of people who could benefit from what you’re offering.

According to Jeff Goins, the world has changed. We’re connected in ways never dreamed of in the past.

jeff goins


Which means, your audience can be anywhere.

They can be high schoolers, savvy entrepreneurs, or work-from-home moms.

They can be Irish, Canadian, Japanese, or Filipino.

What ties them together is the same thing that tied diners at the fancy keto place together: what you offer, and how that can help them.

When you present this to them in written words, you’re expressing your content differentiation factor.

niche marketing strategy

The Express Writers’ Story: How Breaking the Old-Fashioned Niche Marketing Strategy Made Success Possible

If you’ve taken a freelance writing course, you’re familiar with this outdated statement:

“Hyper-specialize, or you’ll never enjoy success.”

To follow this advice, you need to pick one writing niche. For instance, email writing.

Then, zero in on your potential clients. Let’s say it’s plumbers in Chicago.

When you build your website, you’ll craft a headline like, “Email writer for plumbers in Chicago.”

And that’s OK.

Maybe one or two Chicago plumbers will need a bunch of emails written for them.

But honestly, you’re limiting yourself and potential clients who NEED your services.

At Express Writers, we do the opposite.

Express Writers Home Page


We offer blogs, video scripts, white papers, ad copy, social media posts and every type of content needed for a content marketing campaign…

…to anyone in the world who needs it.

So far, we’ve written for dog breeders in Canada, chiropractors and dentists in the U.S., marketers in England, and more!

You can be anyone, anywhere in the world, and still order great content from us.

The only “niche” you need to fit?

The belief that great content will do wonders for your brand.

That’s it.

And trust me, this open-bordered niche marketing strategy has led Express Writers from a tiny $75 startup to a thriving brand worth $5 million.

Imagine what we would have been if we narrowed it down to “emails for 40-year-old lawyers in Austin, Texas.”

An open-bordered niche marketing strategy has led Express Writers from a tiny $75 startup to a thriving brand worth $5 million. 📈 Learn the foundations on the Write Blog ✅ Click To Tweet

How to Find Your Own Content Differentiation Factor

Your CDF (content differentiation factor) is different from your USP (unique selling proposition).

While your USP is what makes you different from your competitors…

…your CDF is the unique way your present your brand.

For example, take the keto restaurant in the introduction.

  • It’s USP: Delicious, keto-friendly food.
  • It’s CDF: Keto-friendly meals don’t have to be messy, time-consuming, and bland; we’ll create delicious, unique, healthy dishes for you as you relax and listen to soothing music.

So, how do you find your own content differentiation factor?

Here are three steps to follow.

1. Forget About Your Products or Services

I know, products or services are the main reason your brand exists.

But when finding your content differentiation factor, you need to set them in the background.

Instead, think of how you’ll solve your audience’s problems in a unique way.

Show them you’ll serve them better than your competitors.

For instance, other keto-friendly restaurants already offer 100% organic ingredients.

You can do the same, PLUS promise food that tastes better than the fried chicken at your customers’ favorite fast food chain.

2. Focus on Your Audience

Sit down for a moment and step into your audience’s shoes.

Imagine them.

  • They believe in eating healthy.
  • They believe in boycotting animal-based products.
  • They’re exhausted from a long, busy workweek.
  • They love delicious food.
  • Trying new dishes and flavors excites them.

Notice: it’s not about their age, background, race, or political affiliations.

It’s about who they are, what they believe in, and how you can serve them.

The Profitable Content Marketers Skills Cheat Sheet

3. Skip the Features, Focus on the Benefits

Yes, you could go on all day about how a stalk of celery has only 10 calories.

But no one will care.

What they’ll care about?

How eating your sumptuous celery salad with dates, almonds, and parmesan will help them lose weight while loving every bite they eat.

Niche Marketing Strategy Examples: 3 Great Examples of Brands Who Rock Their Content Differentiation Factor

As they say, a picture paints a thousand words.

Let’s dive into three amazing brands and dissect why their content differentiation factors work.

1. Marketing Insider Group

Marketing Insider Group is a brand offering content marketing services.

As such, they’re not the only one.

But check out how they deliver their content differentiation factor.

marketing insider group


All at once, this unique CDF:

  • Solves a problem in a unique way. The problem? Not having enough time to craft content that converts while growing a business.
  • Focuses on the audience. I know, they could have gone on and on about their history and accomplishments. The problem is, people don’t care. What they care about is the benefits they’ll get when they hire this company.
  • Showcases benefits over features. This CDF doesn’t explain what kind of content they’ll create, or dive into the credentials of the writers behind the content. It promises content that converts. And we all love conversions.

Another thing to note with Marketing Insider Group’s content differentiation factor is its clarity.

It doesn’t beat around the bush.

It tells exactly what the brand can do for you.

2. Woods and Woods, LLC

Another great example is from Woods and Woods, LLC, a veteran’s law firm specializing in disability benefits.

If you visit their homepage, you’ll notice right away that they connect with their audience with four strong content differentiation factors.

woods and woods


If you’re a veteran seeking an attorney to help you with your disability benefits, you know you’ll get:

  • Big savings. The firm doesn’t charge you when you ask help with an application. Simply call them, and they’ll answer all your questions for free.
  • A giant guarantee. With Woods and Woods, you have a win-win situation because you don’t pay unless you get your disability benefits.
  • Someone who understands you. Feeling frustrated, angry, and confused because your disability benefits are wrongly denied? With Woods and Woods, you have people who understand what you’re feeling.
  • Quality and experience. If you choose to hire their services, you can be sure of the best outcome for you.

From this content differentiation factor, you can see how well Woods and Woods defined their audience and built their CDF around them.

3. Intrax

Intrax’s mission is to connect people and cultures. We can see their content differentiation factor right at the top of their homepage.

Intrax homepage


There’s not a ton of fancy wording, but you can tell in a few seconds of scanning their website exactly what benefits you’ll get from them.

intrax CDF


Niche Marketing Strategy: Why It’s No Longer What You Think

You’re sitting in your “brainstorming” room, wondering how you can reach a large audience and grow your brand.

You read blogs and pay for courses, and all they ever tell you is to “find your niche.”

But you feel in your gut that pulling out a piece of paper and listing, “30-year-olds, tech-savvy, American,” will only limit your growth and cut other people out.

The world is more connected today than it has ever been, meaning race, gender, and age no longer matter like they used to.

So instead of writing down demographics, write down how you will serve your ideal customer uniquely.

Your content differentiation factor.

With this, you’ll win more battles than you ever could with an old-fashioned niche marketing strategy.

niche marketing strategy