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French Macarons & Web Content Niches

First, I’m sure readers want to know why I’m discussing this content marketing as it relates to French macarons…


If you didn’t know, The Mac Groups sits in dangerously close proximity to the Williamsville Spot Coffee location. Therein, French Macarons have enticed me for weeks at the counter – but they are ridiculously expensive.

Normally, I have no problem paying $2 for a cookie. Usually, you figure, it’s a decent sized cookie, made with love and so on. However, the French macarons only have the love thing going for them. They are about the size of a cracker. Would you pay two bucks for a cracker?

I got back to the office this morning and thought… maybe I would pay $2 for a cracker. But, only if it was really made with love and to absolute perfection.

So, I wanted to see how much love has to go into a French macaron. Where do I go for this? Youtube.

I began with this:

Two things kind of annoyed me about this video though. One… it was a bit cutesy for my taste. The directions and all seemed really good, but the presentation just irked me. Plus – I got a bit annoyed with how she stressed the super important vital incredible tips throughout. I mean… these aren’t really tips so much as they are necessary steps to creating a good cookie.

Linguistics aside… I went to another video:

This video represents a complete lack of affection for the end product. I appreciate the straightforward presentation, but due to the lack of care, the end product looks horrible! But, maybe there is some weird niche in the french cuisine world that likes to take the craft and make it messy, ugly and void of aesthetic value.

Third video:

Nope. No thank you. Not interesting. Why is she so obnoxious? Do people actually like this sort of bubbly, maniacal presentation. I couldn’t get past it. Very good information… but the presentation is too much for me.

Last video:

Perfect! This is what I was looking for. A professional, yet humble, simply presented and informative video.

Now, having watched four macaron videos, I am an expert and I’m sure that I can make the perfect macaron. Also, I think that I’ve concluded that the macarons at Spot are probably worth a try.

That being said… what would a TMG blog post be without some helpful advice / insight?

So… here’s what I take away from this: the first video has over 1 million views. The second, over 1 million. The third, over 800k and the last, over 300k.

Clearly, despite the differing approaches, each of these videos (and associated channels) have a following. They have carved out various niches in the baking community based on different desired viewing experiences.

What steps can you take to take advantage of a niche viewer experience or several niches?

1 – Figure Out Your Current Niche

This really isn’t too difficult. First, identify your various methods of content presentation and try to see which specific trait (bubbliness, professionalism, anti-professionalism, and so on) you can capitalize on. Also, try to identify what your customers, users, viewers, fans, etc. like about you. Why do they go to you over the other guy. Why would someone like the third macaron video over the first? Is it the dachshund? Is it her age, kitchen set up or hyperactive personality? Could be any of these, really.

2 – Identify an Absent Niche in your Market

How do I identify something that isn’t there? Well, that’s kind of the point. If you look at the content that exists, insofar as your industry is concerned, and you don’t see a niche, then you have an opportunity to satisfy that niche. Granted, not all personalities will work in all industries. I’m not too sure that the aerospace engineering community needs or wants a millennial with a toy dog presenting physics content. But, what about a Bill Nye-ish personality? Steve Jobs-ish? Hopefully you catch my drift.

3 – Consider Rebranding to Cater to this Niche

The lowest amount of views in the above videos was still over 800k. That is less of a small corner of video market shares than it is the potential for a successful metropolis. That being the case, even the smaller of niches has potential to cut out hundreds of thousands of clients, users, customers and more. So, don’t think of catering to these people as limiting yourself, but as securing the faithfulness of an incredibly large subculture within your market.

Therefore, think about a rebranding of your company, Facebook page, website or Youtube account that really hones in on this group of people. Universality is great, but sometimes catering to everyone ends up catering to no one. Identify the empty corner of your market that needs filling and you will probably find more success than being middle-of-the-road and neutral.

Keep in mind that this sort of thinking not only fills a gap in the market, but a gap in search engine results. To some extent, Google attempts to cater to different niches in search results by finding varying forms of content that the user might find helpful based on a particular query. So, this identification, production of and even rebranding around a unique niche not only helps to drive a certain type of people to your business – it helps to carve out a section of Google when applied directly to an SEO strategy as well.


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