Your writing platform will have a lot of elements, but it starts with you, the writer, and what you’re about or what’s your thing, your topic, your niche.

We’ve talked about establishing an online home, because you want to have a place to welcome people who are searching for your niche or your name.

When people arrive, they should have some idea of your focus. “Ah, I see that Alice Author writes about the Arts.” The visitor—whether editor or reader—won’t be surprised to find the image of a painting or a still shot of a stage production on Alice Author's home page.

Nonfiction Ned writes about leadership. His website will offer some clues through design choices and content—maybe taking inspiration from leadership book covers or from websites like Fast Company and Entrepreneur.

Let’s say Ned decides to narrow his niche from leadership to leadership for entrepreneurs in the startup phase. That’s his niche. And Alice writes not just about the Arts in general but about introducing children and families to the Arts.

If you’re like Alice and Ned, narrowing your niche, you want to ensure you love it enough and can write enough about it without getting bored.

How will you know you’re able to sustain interest in this to write about it over the long haul?

The Temptation of Trends

Resist the urge to pick a topic because it’s trendy—it’s tempting to think If it’s working for others, I'll increase the odds it’ll work for me, too, and I’ll find plenty of material from others to inspire and inform my own posts.

But that’s their thing. Is it really your thing? Maybe. But remember that you need to be fascinated, captivated, and energized by it now and long into the future. So just be sure before going in that direction.

The Temptation of Popular Posts

It’s also tempting to pick a category because you’ve been writing about all kinds of things for a while and happen to find some success with one topic—an article went viral or you got hundreds of comments on one particular post. This could be a clue, yes. Maybe that is pointing to your narrowed niche. But it might be a random post you wrote that happened to hit people the right way, and you would never sustain interest in it longer than a dozen posts.

If I’d made a decision about my narrowed category—my specialty, my niche—based on the popularity and response to a post or article I wrote, I’d have a blog devoted entirely to oatmeal. And while I do like oatmeal, I don’t like it that much.

Confirm Your Niche

But back to you. When you think you’ve got some narrowed topics in the running, pick one. Just one, for now. The top contender. The narrowed-down category that makes you smile because you realize you think about it all the time. You read about it all the time. You talk about it all the time.

That’s a good place to start.

Step One: List Subtopics

Make a list of subtopics related to this narrowed category. Let’s say it’s Ned’s leadership for startup entrepreneurs. He starts thinking about all the startups he’s consulted with and realizes he could write dozens of case studies, interview entrepreneurs, ask if they want to guest post. He could talk about organizational tools for startup teams, communication skills, startup statistics, recommended conferences, top leadership books. His mind goes wild as he thinks of all the subtopics he can explore.

Alice, who loves the Arts, starts thinking of how families can begin to engage with the Arts, so she lists all the museums she’s visited with her family, all the Broadway shows she’s seen, the concerts and operas she’s attended, and what she did to prepare her children to understand and appreciate it all. She looks into virtual tours she can link to and starts listing educators who might offer guest posts, courses people can sign up for online to learn...