The Power of Niches, a talk at TBU Rotterdam travel bloggers conference by Claudia Saleh and Daniel Duclos. http://www.rbbv.com.br/

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HOW TO GROW YOUR
READERSHIP USING
THE POWER OF NICHES
CLAUDIA SALEH & DANIEL DUCLOS

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ABOUT US
 CLAUDIA SALEH – @claudiabia /
@aprendizviajant
 AprendizdeViajante.com / Founder
RBBV.com.br
 Niches: Portuguese, Travel, Family travel,
Affordable Luxury
 1st post in July 2010
 Results: over 200.000 page views in
April/2013 – How we did it?
 Aprendiz de Viajante Travel Magazine

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ABOUT US
 DANIEL DUCLOS –
@ducsamsterdam
 DucsAmsterdam.net
 Niches: Amsterdam for Portuguese
speakers, travel in Europe
 First blog post: November 2007
 Results: over 160.000 page views
in April/2013 - How we did it?
 Julho 2011: Guia Amsterdam

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Narrowing down to expand? How
come?!
 Niche – Catering to a traveler’s specific need or desire
 Apparent contradiction
 If you try to please everyone, you may as well please nobody
 Provide a solution to a pain point – which one and how does it
do it?
 Long Tail – Top 10.000 Terms in Search only 18.5% of all the
Search Trafic. Long Tail - 70% of all Search Traffic.
http://www.seomoz.org/blog/illustrating-the-long-tail

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The Power of Niche
 Easier to break through than saturated
big markets
 Create authority, become specialist
 Build community, gain loyalty
 Brand: be recognized by peers and the
Market
Viagem e Turismo Mar/12

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Types of Niches
 Geographic – Asia, Europe, Hawaii, Las Vegas
 Language – English, Portuguese, German, Spanish
 Experience – Luxury, Adventure, Gastronomy, Wines, Art,
Ecotourism, Cruise, Photography, Theme Parks
 LifeStyle – Gay, Family, Solo Travelers, Women Travelers,
Backpackers
 Others: Tech

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Examples of Niche Blogs
 Rumshopryan - http://rumshopryan.com/ - CARIBBEAN
 Too Many Adapters- http://toomanyadapters.com/ - Tech travel
 Taste of Slow – http://tasteofslow.com/
 Journey Woman - http://www.journeywoman.com/
 Velvet Escape / Mrs. O Around the World
 Just Travelous / Family on Bikes /

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The Dangers of Niche
 Too Wide x Too Narrow
 Identity crisis: Backpacker in a Luxury Trip
 Local: How to write about other destinations
 The word is BALANCE!
 Be authentic!

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How to Be Successful in a Niche
 Choose your niche(s) or figure out which ones are the
strongest in your current blog
 Pick a name that doesn’t need much explanation –
LuxuryTravelMom / SoloTraveler
 Build your brand carefully
 Be true to your Brand
 Solve a problem for your readers
 Guest Post for more generic blogs

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Create Products
 Ducs Amsterdam created an Amsterdam Travel Guide – ebook
format
 Claudia Saleh created Travel Magazine Aprendiz de Viajante
and is preparing to launch Travel Guides in Portuguese in
ebook format.
 Patricia from Turomaquia sells personalized day by day guides.
 Janice from Solo Traveler, Jodi from Legal Nomads, Career
Break Jeffy Jung, Sara and Terry from Live Share Travel -
wrote book for specific niches

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Questions?
Claudia Saleh: claudiasaleh@gmail.com
@claudiabia / @aprendizviajant
Daniel Duclos: info@ducsamsterdam.net
@ducsamsterdam