Niching from 'marketing' to one sub-topic: the reach paradox

Niching from 'marketing' to one sub-topic: the reach paradox

Everyone says: "Broaden your topics so more people can find you."

A creator did the opposite as an experiment. For 90 days he posted only about one narrow thing — lifecycle email for ecommerce — instead of general marketing.

The claim: wider net, bigger reach.

Raw impressions actually dropped 18%. So far the broad-is-better crowd looks right. But the real numbers: profile-view-to-follow rate doubled, and qualified inbound went from roughly 1 a month to 4 — all ecommerce email leads, exactly his offer.

Fewer people saw each post. The right people saw a coherent expert instead of a generalist saying nothing in particular.

Reach went down. Revenue went up. Those move on different axes, and the folklore only watches the first one.

A smaller, sharper audience out-earns a big blurry one every quarter.