Niching is Dead. Here’s What Works for Creators Now

I stood in front of a room full of Ottawa creators and said what most won’t: “Choosing one niche is outdated. Hell, it’s not even realistic.”

Here’s why.

My Story: From $250/month to Disney Partnerships

I spent 7 years studying to become a vet in Nigeria. In 2020, two years into practice, I earned less than $250/month. I lived next to the kennels. Could barely afford essentials.

Then I discovered content creation.

I started filming videos in a random office car during lockdown. No tripod. My boyfriend at the time (now husband) paid for my first content course.

By 2022, I landed a $9,000 brand ambassadorship.

By 2024? Disney. Sony. Wealthsimple. And I won $40k in grants.

But here’s the truth: I didn’t niche down.

Why “Pick One Niche” Fails Creators

A creator asked me: “Do I post personal stuff on my public page? What if I’m too cringe?”

That’s the niche trap talking.

Human beings aren’t monoliths. We’re multi-dimensional.

When you force yourself into a single box:

• You bore yourself (and your audience)
• You limit income streams
• You chase trends instead of purpose

I’m a mom, immigrant, ex-vet, and tech marketer. Forcing myself into one box felt like suffocation.

Basically, niching bored me. And if I’m bored, my audience checks out.

The Solution: Topical Storytelling

I stole this from SaaS companies.

How Topical Storytelling works:

1. Core Story (Your “Pillar”): What problem keeps you up at night?
   • For me: Helping creators build income through storytelling so they don’t have to choose between bills and purpose.
     
2. Cluster Stories: Branch into related themes from your core.

Example:
My core = Empowering creators.
Clusters = Content creation, storytelling, remote work, finance, motherhood, immigrant journeys.

The 2-Step Framework to Building Authority

1. Find Your Story

I ask my students:

• Why do you create? (Write this down. Mine: “I inspire stay-at-home moms to build careers they don’t need vacations from.”)
  
• What are you good at? What would you talk about for free? (Mine: I help creators monetize without losing authenticity.)

2. Tell Your Story

Do it like a tech company. They dominate by owning ONE topic and flooding it with content.

Use the 4H Content Method to do the same:

• Heart: Your why. Your motivation. The reason you’re passionate about the problem you’re solving.
• How: Value = authority. Teach your audience how to create something or solve a problem related to your niche.
• Hard: Behind-the-scenes struggles and how you’re dealing with it. This kind of vulnerability builds connection.
• Hack: Your unique way of solving problems. (e.g. “My 5-min pitch script that won me a five-figure deal”)

The Real Secret? Discipline > Motivation

I haven’t slept through the night since 2021—toddler life. But I still film videos with cramps, spit-up on my shirt, and eye bags deeper than my savings account.

Why?

Because waiting for ‘feeling like it’ means my family doesn’t get that dream house.

I film 10 videos in one weekend. My husband sees me hauling clothes and lights and goes, ‘Oh, it’s shoot day.’ No inspiration. Just discipline.

Stop waiting for perfect. Film in your car. Use phone notes as scripts. Post when you feel like a fraud. The only difference between me and someone still ‘planning’? I chose discipline over dignity.

And if you need a boost, remember your hustle isn’t just for you. It’s also for the people watching you win.

How I Plan To Make $100K This Year Without a Niche

That money won’t magically appear. It’ll only come for the Fola who wakes up and shoots videos even when she wants to delete every post.

My non-negotiables:

• Email list (made $8k in 30 days from mine)
• LinkedIn (landed a $4k/mo remote role through DMs)
• Community (60+ paying members in Beyond Borders)
• Pitching (I filmed a video about registering your business → tagged Ownr → landed a $5k partnership).
• Charging my worth (I went from $50 to $$$$ per video).

My monetization mix:

• UGC
• My 9-5
• 1:1 coaching
• Subscriptions
• Google Adsense
• Affiliate marketing
• Contract roles and consulting
• Paid community (Beyond Borders)
• Sponsored content (Disney, Wealthsimple)

BONUS TIP: Make Brands SEE Themselves in Your Content

Here’s exactly how I do it:

1. Stop Begging. Start Demonstrating

I spent $500 to learn this from an American creator: Brands don’t care about your follower count. They care if you can show how they fit into your world.

Example:

I filmed a video at RW&Co’s store in subzero Ottawa weather, styling maternity looks before pitching them. Result: $5k + $1k in clothes.

2. Tag Like You’re Already Paid

Like I said earlier, I made a video about why creators should register their business and tagged Ownr. Not because they sponsored me, but because I wanted them to see I could teach their ideal customers.

Tag a dream brand BEFORE you pitch. Show them the ROI.”

3. Your Content = Their Case Study

When I talk about immigrant finances, I use Wealthsimple screenshots. When I teach storytelling, I dissect Disney’s frameworks. Brands reposted those videos, then hired me.

4. The ‘You Belong Here’ Test

Before posting, ask: Could a brand repurpose this as their own ad? If yes, you’ve won.

Final Truth

Your brand isn’t static.

I started with relationship content. Evolved into finance. Now teach storytelling.

Embarrassment is the cost of entry. Be cringe now. Be paid later.

If you’re ready to ditch niching:

1. Write your core story.
2. Brainstorm 3 cluster topics.
3. Post about one today – even if it’s imperfect.

“But What If I’m Just Starting?”

A student in Beyond Borders went from zero brand deals to a full-time media job in 3 weeks using this framework.

Another member landed $4k for 2 videos after we revamped her content clusters.

If you’re tired of:

• Overthinking “what’s my niche?”
• Watching generic “how to go viral” advice
• Feeling boxed in by your own content

…you should grab a seat.

Here’s what you’ll get:
✅ Monthly workshops (Salma King teaches storytelling next!)
✅ 1:1 strategy calls with me
✅ Pitch templates + my brand contact list
✅ Lifetime access to recorded trainings (finance, LinkedIn, UGC)

Next 10 sign-ups get:

• My “Land Your First 5 Clients” guide ($97 value)
• Free audit of your content clusters