Why “And” is the Answer: How to Create Content Outside of Your “Niche”

What It Covers

Gary Vaynerchuk advises fitness entrepreneur Kayla Itsines on expanding beyond her personal trainer niche into business content. He shares how he transitioned from wine expert to business authority by ignoring critics and creating diverse content despite initial lower engagement.

Key Questions Answered

• •Breaking niche constraints: Start creating content outside your established category immediately, accepting that initial posts will underperform your typical metrics. Abandon concern for short-term view counts and the aesthetic perfection of your content grid to enable authentic expansion into new topics that reflect your actual interests and expertise.
• •The and strategy: Build content across multiple simultaneous categories rather than choosing one lane. Create unlimited fitness content alongside unlimited business content, then add parenting topics and new hobbies. This approach contradicts traditional advice about staying focused but allows authentic personal brand evolution without abandoning existing audience connections.
• •Premium brand positioning: When considering sponsorships and partnerships after building significant audience, only accept premium tier opportunities that match your brand value. Treat yourself as a luxury product worth thousands, not a commodity worth single digits. This selectivity maintains brand equity and prevents dilution through misaligned partnerships that undervalue your platform.
• •Audience ownership mindset: Negative comments from anonymous followers represent strangers, not stakeholders in your happiness or business decisions. Building resentment by people-pleasing unknown commenters drains energy better spent creating content aligned with personal fulfillment. Prioritize what makes you happy because sustained success requires genuine enthusiasm, not manufactured consistency in an outdated category.