Changing your Niche

Here I have spent the week lauding the praises of the niche, something I don't think I truly even understood two years ago. So... now let's talk about changing yours.

I'm in the midst of drastically altering my writing focus, which is a difficult and challenging venture. Anyone who has found their interests and passions moving from one spectrum of the writing planet to the other understands what a huge endeavor this is. Moving from commercial real estate to fashion.. um, yeah. I suppose it could be said I'm creating a second niche.

Here's how I'm doing it: (To be honest, since I've never switched my niche before I can't vouch for the fool-proofness of this plan. It just makes logical sense to me.)

1. Identify the new niche you'd like to pursue. This needs to be specific, as specific as possible.
   
2. Look for opportunities to be published in this area. This will at times mean writing for free, starting a blog, or going out on a limb to pitch a publication.
   
3. Find the ways your current niche and the one you'd like to have intersect. (For instance, I've written about new malls opening and the retailers looking to locate in the facility.)
   
4. Don't neglect your niche area. By falling out of practice in your actual area of expertise you are closing the door to other opportunities that could be coming your way. And let's be honest, as a freelancer you can't shut the door on anything. Stay current. Read up. Take assignments.
   
5. Read, read, and read some more on the area you want to focus on.
   
6. Seek out the online community for that field. Interact with the key players - network. Learn the big facts, the interesting points, the must-know tidbits.

What else would you add to the list? Has anyone successfully switched niches? What worked for you?

Learning to Love a Niche

When I first started writing about commercial real estate and other business-related topics I was excited just to have a job in the journalism field. I could have been happy writing weather reports or obits. But as the time went on and I realized I had thoroughly entrenched myself in this niche, I had a momentary panic attack.

I didn't like writing about commercial real estate. It was boring. What could I do? I spent a couple weeks miserable about the spot I found myself in. Then I spent a couple weeks trying to get out of it. I interviewed for a position as the assistant to an editor at a now defunct home-fashion magazine. When I finished the interview, the editor told me she loved my personality, drive and enthusiasm and unfortunately I was too overqualified for the position. I would be bored, she explained. I was distraught. (Although now I am grateful.)

After that I decided to man-up and give 110% to the job at hand. I poured myself into the niche. I researched the major players, the key words. I learned about cap rates and intermodal yards. I studied the supply-chain and REITs. And through all of this I discovered the areas that I actually love to write about.

I think in every niche, even the ones we aren't completely sold on, there are areas of interest, stories that will grip us and beg to be written. For instance, I love writing about new construction projects, mixed-use facilities and anything that is sustainable. True, there are still the stories that I have to make an effort to care about. But overall, the change in mindset has really helped me make this niche my own.

To make a niche your own you've got to become fully immersed in the topic. You've got to know the players, the events, the background. You've got to have the hunger to know more and the desire to research until you find the answers. You've got to rise above the initial dullness and find the interesting sidenotes or fun facts; besides it is usually this info that makes a story more exciting to read and write.

Why a Niche is Important

After yesterday's guest post, it seems a number of people agree with Rebecca - being a generalist is a good thing. I'll agree, to an extent. It certainly is nice not to be boxed into writing about only one topic. It is important to stretch outside of your writer's comfort zone and challenge yourself personally and professionally with new topics and sources.

Still, I think it is important to have a niche. A niche gives you a shoe-in for projects. As I mentioned in the post defining a niche, mine is business writing, specifically commercial real estate. Is it the most thrilling topic all the time? No, not at all. Are there amazing aspects to it? Yes! Having this niche was something that happened to me, without any real foresight on my part. I took a number of jobs early on that focused in this area and suddenly it's my field of expertise.

This subject matter has helped me land countless freelance jobs. I've worked on and off for a number of years for several national commercial real estate publications. I wrote a freelance piece for the New York Times, the Chicago Tribune special sections, and have now landed additional assignments from construction and building publications.

The ability to tell a potential client about your deep knowledge on the subject matter, gives you one-up over the competition. The fact that you know the key players and all ready have contacts in your niche area, further solidifies your worthiness for the job.

One the other hand, being a generalist means you have lots of basic knowledge and contacts. But it means you don't have the full pulse of the subject matter.

Guest Blogger: Steering Clear of the Niche

Today's post is part of the May Blogathon, in which bloggers trade posts write for another person's blog for the day. Rebecca Robinson is the guest blogger for Write Beyond today! As a fellow freelancer, she offers some pretty valid points about not wanting to box herself into a single niche, which is a pretty timely post considering this week I'm blogging about a journalist's niche.

When I saw Katie’s tweet (@hinder) last week about needing a Blogathon guest poster, I jumped on it, admittedly because I wanted to snap up anyone as quickly as I could regardless of whether it would be a good fit.

(Call it Needy Freelancer Syndrome: the tendency to grab anything that comes your way and treat it as if it’s the key to your salvation, even after you realize that a 400-words-for-$15 article on joint mobilization won’t buy you happiness, fame or fortune…or even pay your water bill.)

Once I took a closer look, though, I realized that Katie’s blog Write Beyond the Cubicle was the ideal place for me to guest post, particularly during her “know your niche” week. You see, I am the consummate generalist. Homelessness? I write about that. Faith communities? Heck yes! Social entrepreneurs, cops, performance artists, sex workers? Lemme at ‘em!

What I love most about journalism is being able to tell so many different stories, to immerse myself in so many different realities and do my best to portray those realities to readers, finding the common thread that ties their life experience to that of someone whose world may be completely different than their own. It makes my life richer, and pushes me far beyond my comfort zone, whether I’m digesting wonky data or reporting in the field, into places that are unfamiliar, surprising, and sometimes downright scary.

I like to think I’ve had modest success in my three-plus years of journalism (a little under a year as a staff writer at a Vermont daily newspaper, a little over two as a freelance writer and editor in Portland, Oregon). But every day I hear that I would do better if I picked a niche and stuck with it. It’s key to building a coherent brand! It’s the only way you’ll ever make money!

These are valid arguments that are impossible to ignore, given their ubiquity on blogs and on the “future of news” lecture circuit. But for someone who’s not only interested in damn near everything but also relishes the challenge of absorbing new knowledge and communicating it coherently to the public, niche-ifying seems limiting.

I fully accept that this view may spring from my complete inability (or unwillingness?) to choose a path and stick to it, or a stubborn refusal to accept that my chosen profession is changing in ways that don’t necessarily align with my particular passions. But part of me genuinely believes that a journalist can build a brand through producing a body of high-quality but varied work instead of becoming the go-to authority on all things X.

But enough about me…what do you think? Comment away; I eagerly await your wisdom. (Or your rants. Those are fun too.)
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Rebecca Robinson is a freelance writer and editor driven by insatiable curiosity and a passion for storytelling. (She’s also a fan of muckraking, wonkery, and keeping ‘em honest.) Her work has appeared in numerous print and online publications, including the Oregonian, Street Roots, Willamette Week, and Dowser.org. Got a story? Get in touch: Rebecca.michelle.robinson@gmail.com.

Also, check out my post on Rebecca's blog. It's all about being aware of the niche you are creating with internships and early career jobs.

What's a Niche?

This week I'm going to be blogging about a writer's niche. How to create one, how to change one, how to love yours, etc...

Most journalists have a niche; an area they tend to focus on and land jobs related to. For me it's real estate.

The niche is not always something you knowingly pick. Sometimes it lands at your feet and you go with the flow. For instance, in college I worked for the student newspaper and preferred human interest stories, higher education and religion. The summer before Junior year my dad got me an internship with Realtor Magazine. Like most internships, I didn't do too much but I read a lot on the subject matter as I sat in my little out-of-the-way cubicle.

Then as a Junior I hoped to land an internship to count as college credit during the year. My friend, Jen, recommended me for a job at the Business Journal and I landed there for a semester. I actually loved this internship. I wrote company profiles and features on local businesses and leaders.

After college I moved to New York, got a job in the editorial department at the Times and actually landed a freelance gig for the Real Estate section. I think that tiny article sealed my fate. From there I went on to work at Commercial Property News and GlobeSt.com.

Real Estate and Business wasn't something I was actively looking for. But it was something that I fell into through the jobs I landed and the freelance pieces I was assigned.