Once upon a time, when I was first starting my SEO writing career, I wrote content for cosmetic dentists.
I mean, a LOT of content.
I wrote around 20+ pages a week for multiple clients. Sometimes more. To this day, I can still wax poetic about cosmetic veneers, dental implants, and teeth whitening.
Oh yes, I’m very fun at parties. 🙂
For some folks, focusing 100% on one client niche is heaven. For me, I lasted about a year before I started going nuts. I wasn’t thrilled about landing new cosmetic dentistry clients. I didn’t want to write about veneers anymore.
I was done.
Some folks may gasp at my decision and scream, “But Heather, you had a niche. You were known. Your clients came to you. What were you thinking?”
Here’s what people don’t tell you when they advise to “find a niche.”
You won’t stay in that niche forever. Nor do you have to.
There’s a high probability you change your niche at least once during your writing career. Maybe even more. And that’s OK.
Think about it — you probably didn’t stay in the first job you had. (My first job was scooping ice cream at Baskin and Robbins!) You probably didn’t marry the first person you dated.
Why should you stay with the same niche — especially if it doesn’t turn you on anymore? Or, if there’s better money to be had somewhere else?
It doesn’t mean you’ll NEVER write about your old niche again. It just means you want to write about something different.
Over the years, I’ve worked with mom-and-pop businesses, e-commerce companies, travel companies, finance companies, search engines, and B2B SaaS companies. I expect I’ll keep switching niches, because that’s how I roll.
How do I do it? Let me tell you…
Thinking about switching SEO writing niches? Try these things:
- Choose niches that interest you. I choose some niches because they’re fun and I’m passionate about the topic. I choose other niches because I know they’re a great financial opportunity and I can add value. No matter what, I always ask the question, “Do I want to spend the next six months writing about this topic?” If my stomach tightens and the answer is no, the niche isn’t for me.
- Research, research, research. Don’t try to break into a new industry without knowing the lingo. (This is especially important for B2B clients.) Check out LinkedIn groups to get a sense of how they talk about their product or service and learn any industry-specific buzz terms. You can also check out other writers specializing in your niche and see how they structure their services. You don’t want to copy what they offer — but knowing your competition provides valuable insights.
- Think about how to pitch your services. Help your clients draw a line between your experience and what you can do for them. For instance, a fitness copywriter pitching a B2B SaaS company may discuss how she’s adept at taking complex information and breaking it into easy-to-understand content.
- Look at LinkedIn for job postings. Wondering what your new niche client needs? LinkedIn job postings for content writers can give you a great idea of how you can help. Plus, some companies are happy to hire a freelancer while they’re trying to fill a permanent position. It never hurts to ask.
- Land that ONE client. It can be a super-small client in your new niche. Or, you may luck out with a bigger brand. Once you’ve landed your first niche client, you can show your clips to future clients.
P.S. — have a dream niche? GO AFTER IT. Life is too short to write copy about veneers when you’d rather be writing about luxury destination spas.
What do you think?
Have you thought about changing your niche? What’s stopping you? Leave a comment and let me know!