As each new generation of fashion forward people emerges, it gets harder and harder to stand out in the blogging world. Notice I say it gets harder, but I don’t say it’s impossible.
As more and more young hopefuls step onto the scene, the fashion world will change as we’ve already seen and heard about (thanks Vogue). There will be more opportunities for bloggers, more innovations to be made, and completely different ways to communicate and market your brand. (Just wait and see!)
But this newness won’t be right in our faces, it will most likely be hidden until someone uncovers it and starts the trend… like bloggers did with fashion.
I talk about white space often which is a term I got from one of my favorite biz gurus.
White space is simple: it’s the space that’s empty and needing to be filled in a specific market.
There’s white space in real estate, engineering, teaching, interior design, health and fitness, and of course blogging. For example, Kayla Itsiness filled white space in the fitness market by developing digital home workouts you could download that act as a personal trainer. Genius!
Murad Osmann filled a white space by incorporating travel, love, and beautiful photography. It also didn’t hurt that he started the #followmeto trend either. When Murad started documenting his travels, there were other people documenting travel but not in such a unique way. Most travel bloggers would show their faces and take the same picture of well-known monuments and landscapes but Murad put an artistic spin on his.
The easiest way to find white space is to think about what’s missing or what’s wrong in your market/niche/business. You have to find cracks in the current system, or you have to find uncharted territory.
In blogging for example, if there are people blogging about what they saw at fashion week, you could blog about what that means for the average fashionista. Runway fashion is great but how often do you see people actually wearing that stuff on the street? I love seeing blogger’s favorite looks from fashion week but what does it mean for US?! Seriously, I don’t even know so if you do comment below and tell me!)
You ultimately want to find a solution to a problem people in your field have. But how do you do that?
You pay attention.
You can do this by going through your followers’ Instagrams and seeing what they’re doing, what they’re writing, and what they’re taking pictures of. You are the only one who’s going to be the ears and eyes of your business so you better perk up buttercup!
You need to observe people’s actions, you look at consumer behaviors, and you listen to the complaints and questions. If you’re not getting any questions… Ask! Ask what bothers your customers the most and find a way to make it better. Ask what they wish they had. Ask what would make their lives easier. THAT is how you fill white space.
If you’re still not getting answers (trust me I know getting engagement is like pulling teeth sometimes), look at what other blogger’s readers/followers are asking and fix those problems on your blog. If someone is asking one pro blogger about where to buy skinny jeans under $100. You can write a whole blog post on it and reach out to that person and let them know about your new post.
This method takes time, patience, and willingness to put in the hustle but if you do it, you will reap the benefits.
Have you ever heard of white space before? Do you have any questions about it? Ask me in the comments.