How I Found My Blogging Niche

There have been long periods of inactivity on this blog. Where I simply didn’t have the motivation to write. And the reason was simple. I had no idea what my niche was.

In this vastly over saturated blogging universe, it’s almost impossible to gain any kind of cut-through or following as a new blogger. It’s not enough these days to know everything there is to know about nude lipstick shades or have strong views on breastfeeding. In order to cut through, you need to find your own groove so that your content becomes synonymous with you as a brand. People want to engage with your content because they want to engage with you. 

For the first time in a really long time I’m really buzzing about blogging and it’s all down to finally having found my niche. And here’s how I did it.

1) I worked out which bits of my life I wanted to share and which bits I didn’t. I’m not so comfortable with sharing my children or the interior of my home and I don’t “haul” from the shops but I am comfortable with taking pictures of myself. Scaling down my wardrobe has been one of the most empowering things I’ve ever done and that has been the basis of me finding my niche in sustainable/ethical fashion.

2) I’ve not tried to keep up with the Joneses. Instead of trying to emulate others I’ve stayed true to myself. This blog documents my own personal metamorphosis from regaining my style confidence after having babies through to embracing a Vegan diet and a year of buying no brand new clothes. My own personal narrative has become my niche.

3) I realised it’s ok to have more than one tribe. For the longest time I was put off by the pressure of having to “find my tribe”. I didn’t just want to push myself into a hole of only creating fashion content or eco content or Bristol specific content.

The penny finally dropped that creating content that spans a few, related genres means you not only create a niche for yourself but you have more than one community behind you. So now my content spans fashion, beauty and lifestyle; all with an eco spin and a touch of parenting thrown in occasionally. Where all of those communities overlap – that’s my niche.

4. I found a voice. I started to get messages from people telling me they were inspired by what I was doing and I was making them re-think their own choices. Suddenly what I was doing wasn’t just sharing my interests, it was changing lives and having a real impact. I started to feel a stronger responsibility to use my growing platform to get behind the causes that I believe in.

Emma at MAC Protest

4. I started meeting people in real life. Turning online connections into real life connections is a brilliant way to make new friends. I found that a lot of my old friendships were built on a common ground of my pre-children social life and I started to feel a bit short of meaningful connections. But meeting people through through social media has not only brought me some new friends but I’m finding so much inspiration having a new crowd around me that share my current interests.



  1. 8th March 2018 / 11:18 am

    I’m glad you’ve found what you want to write about Emma! I think have a similar but at the same time different niche. Which is amazing for helping to share how different people can embrace ethical fashion and lifestyle!

  2. Gemma
    22nd March 2018 / 11:10 am

    Love this….Thanks for sharing!! I’ve been toying with the idea of blogging/vlogging for a while, but have been worried that my electric approach to life and the topics I’d cover, wouldn’t offer much appeal.
    I’ve been toying with instagram (@gem.exclusively) for a bit and I think I will continue on after reading this! The youngest of my three children starts school in September – so perfect timing …?!

    We have quite a lot in common from the looks of it. Are you London based?

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