The internet is a medium that comes as close to connecting the entire world as just about anything else we have in this day and age. Thanks to the ease and fluidity with which we are able to connect to and interact with other people, it’s a lot easier than it used to be to find people who share common interests.

Niche blogging is an excellent way to simultaneously capitalize off of and add benefit to how interconnected we are. A lot of us have very specific interests that won’t appeal to everybody but are still very salient to a more targeted audience. I’ve had the fortune of growing with my brand since 2009. My music discovery platform, Artistic Manifesto, is specifically for eclectic, selective hip-hop lovers. I’d like to share a few ‘dos’ and ‘don’ts’ that I’ve learned in regards to niche blogging over the years.

Do: Follow your own path, fearlessly.

By definition, your niche blog is not going to appeal to the world as a whole. You have a distinct purpose that will appeal to a specific audience. Keep in mind the people who you are seeking to appeal to. As you continue to develop your brand and grow in your calling, you will find that not everyone will have an interest in what you’re covering. Don’t be deterred. Continue to follow your unique, individual path.

Don’t: Fail to account for the trends.

Although you are targeting a specific audience, you must still dedicate time to understanding creative ways to capitalize on social trends to reach your audience. You might have unique goals and purpose but must still seek to apply basic marketing, communication, and branding principles to truly be impactful within that purpose.

Do: Connect with like-minded people.

You’re not in a vacuum. You’re not the only person seeking to spread a good word via the internet. The world is full of people with different ideas, interests, and passions. Take the time to connect with people on an individual level and find common connections. These connections can be fostered in person and digitally. People who have some sort of connection with you are more likely to take an interest in your success and what you are doing.

Don’t: Allow yourself to be coerced into deviating from your mission.

You’re not meant to be everyone’s best friend. As you continue to connect with an array of people who have different, individual goals in mind, many of them will feel you out as a part of that process. Whether consciously or not, a lot of people will view your resources, skills and connections as potentially beneficial to their own goals. It’s perfectly fine to engage in collaborative efforts, as long as these efforts are helping all parties involved progress towards their respective goals. Don’t let people use you selfishly.

Do: Pay impeccable attention to aesthetics and branding.

Branding and aesthetics are invaluable and will heavily influence the way that each and every person who interacts with your brand will think of you. Companies such as Nike and Apple appeal to millions of people not only through the quality of their products but also through the appeal of their identity. You probably don’t have as much money as you’d like to have for branding, but you can still use the resources you have to ensure that you and your brand leave an impression that is undeniably professional, eye-catching and unique.

Don’t: Lose track of your purpose while chasing the cool.

A personal brand can be the vehicle to spread a message to the masses and it can open a lot of doors. It should not be the purpose in itself. Don’t get so caught up in looking great that you cease to focus on your purpose.

Do: Produce content consistently.

In order to maintain the attention of your audience, you’ll need to release content consistently that piques their interests and eventually directs them toward some sort of course of action. The internet moves very quickly, and unless you set up a specific, structured content release schedule, you’re likely to find yourself falling behind the curve.

Don’t: Resign yourself to consistently similar and formulaic content.

Consistently publishing new content is a critical component to successfully building an audience for your blog, but that doesn’t mean that every facet of your content creation and promotion strategy needs to. Don’t make the mistake of neglecting to find different ways to speak to, connect with, and engage your audience.

Michell C. Clark is a Washington, D.C.-based pizza connoisseur and hip-hop enthusiast who is focused on exposing the world to beautiful sounds via his music discovery platform, Artistic Manifesto. He aims to facilitate a shift from society’s narrow, nationalistic view on music and culture to one that encompasses appreciation for art from around the globe. Looks like Huey, acts like Riley. Twitter/IG: @MichellCClark.

Michell Clark

Writing since March 2016 · 1 story contributed