Sometimes you throw out the rules

Picking a niche isn’t the only way to get somewhere

Mike Holden
3 min readAug 5, 2024
Photo by Austin Chan on Unsplash

Sometimes you throw out the rules

You’ll hear a lot in content creation about how you should pick a niche and stick to it if you want to build an audience.

But that can get pretty boring after a while.

That’s what I found happening with marketing; I was working in a marketing job all day, posting to social media about it and writing this newsletter. It was all marketing, all the time.

So I started thinking, what if I posted on social media (Twitter/X specifically) about the things I enjoy and built my audience that way?

Maybe there are even some no-budget marketing lessons here you can apply to your own business or situation.

Let’s start this story back just under a year ago…

In September 2023, I wrote an article and a Twitter post about how I generated one million organic impressions on X (Twitter) in just over a month. To unlock ad revenue on that platform, you need to generate five million impressions in three months, so this was a nice start.

But I never quite reached that magic threshold…until last week, when I received a payment from X for

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Mike Holden

Marketing leader with 20 years of experience. Dad of 6. Get ideas in the No Budget Marketing newsletter. https://bio.link/mikeholden