Why I Don’t Niche Down (And Why It Works For Me)
aka the case for being a B2B SaaS sponge
You know those lunch bento boxes with all the little compartments? The ones where your carrots couldn't touch your sandwich, and heaven forbid the apple slices mingle with the crackers?
That's how I feel about niching down as a B2B SaaS content writer. Everyone said I needed to pick my compartment and stay there – become the HR tech writer, the martech guru, or the automation expert.
But here's the thing: I'm more of a pot luck kind of writer.
I write about marketing automation one day, and supply chain management the next. I interview a subject matter expert (SME) in loss prevention on Monday and draft a guide on AI-powered hiring by Friday.
There’s a well-worn mantra in freelancing: “Find your niche, then dominate it.” Pick one industry, one audience, they say. The advice is sound, in theory. Specialization often differentiates you as an SME, someone worthy of commanding higher rates. And it works for a lot of people.
Not me. My niche is no niche.
Perhaps my ex-journo mind yearns for the chaos of a newsroom and that’s why it makes sense for me to flit around from vertical to vertical like this. But I think there’s more to it.
The Case for Being a B2B SaaS Sponge
Think of knowledge as water. Some people set up a funnel to catch a steady stream of projects in one kind of knowledge, filtering out anything outside their chosen niche.
Me? I’m a sponge.
I don’t discriminate between water types — I absorb what I need, retain what's useful, and can squeeze information out to serve different purposes.
That's exactly how I approach my work. I soak up information across various verticals, from global EORs to productivity tools, from construction software to no-code app builders. Each new client, each new project adds another layer of understanding that enriches everything I write.
Being a generalist means I’m adaptable. For me, choosing just one niche would feel like putting on horse blinders towards the wider, exciting world of SaaS products.
Depth Without Borders
Now, I know what you're thinking: "But doesn't being a generalist mean sacrificing depth?" Surely, being a “jack-of-all-trades” means you never master anything. However, that saying is often quoted without its ending:
"Jack of all trades, master of none, but oftentimes better than master of one."
My specialization is in how I write, not just what I write about.
I still specialize, but I specialize in types of content rather than industry verticals:
- In-depth blog posts that make complex topics digestible
- Comprehensive guides that leave no stone unturned
- Case studies that tell compelling customer stories
- eBooks that showcase thought leadership
- White papers that dive deep into industry trends
And this level of specialization in writing shows through in my portfolio.
Curiosity Is My Compass
Every piece of content I write is driven by a journalistic instinct to dig deep. I ask questions, conduct interviews, and research extensively—not because it’s required, but because I genuinely want to understand.
I’m that annoying kid in your class that never stopped asking “Why?” Why should the reader care? Why should they keep reading? Why does this piece of content from my client need to exist?
Curiosity keeps my work fresh. I never regurgitate the same tired advice; instead, I’m always digging for the real story, the meaningful insights, the practical takeaways that readers can actually use. In other words, I approach research like a journalist, from the reader’s perspective, looking for the most actionable advice I can give them.
Essentially, being a generalist in B2B SaaS content is like having an all-access pass to the most fascinating tech conference that never ends. And you bet I’m stopping at every booth.
The Referral Network Effect
Here's something that might surprise you: not niching down has actually made me more referable. When other writers get approached about projects outside their expertise, they often send those leads my way. Why? Because they know I can deliver quality work regardless of the vertical.
It's a cliche metaphor, but I really am a Swiss Army knife. While others might excel at one specific task, and deservedly charge more for that expertise, I'm the reliable all-rounder that other professionals trust to handle whatever comes their way. This adaptability doesn't just make me more referable — it makes me more competitive.
When a potential client needs someone who can write about their product and understand how it fits into the broader SaaS ecosystem, I'm ready to dive in. Even when a product is completely new to me, I've proven time and again that I do the legwork to create content that's every bit as detailed and actionable as a specialist.
Ultimately, being a generalist doesn’t mean you’re just dabbling in various industries. It means you’re trusted to deliver across verticals, and that trust makes you invaluable.
The Fears I Face
Let's talk about the elephant in the room – the worries that keep me up at night about not niching down. Because yes, they exist, and they're real.
Sometimes I lie awake wondering if I'm hitting an invisible ceiling on my rates. Will clients always pay premium prices for a generalist when they could hire a specialist who's spent years in their industry? There's that nagging voice that whispers, "What if you're limiting your earning potential by not becoming the go-to writer for XYZ?"
Then there's the fear about future client acquisition. I see posts specifically requesting "SaaS writer with 5+ years of experience in HR tech" (I mean, technically, that’s still me) or "Looking for a dedicated martech content specialist," and I wonder if I'm shooting myself in the foot. Am I missing out on opportunities by not planting my flag firmly in one territory?
Will I always have to work harder to prove my worth compared to more specialized writers? What happens as content engines mature and Heads of Content start looking for industry veterans rather than versatile writers?
These concerns are valid — but they haven’t stopped me.
Why? Because I’ve seen firsthand that quality work and curiosity go farther than niche labels.
Clients don’t keep coming back to me because I’m an expert in one specific vertical. They come back because I dig deep, deliver high-impact content, and make their lives easier.
When I put myself in a client’s shoes, I realize something important: most clients care less about where your expertise comes from and more about whether you can deliver real value. And that's something I can prove to my prospects.
Stay Curious
So no, I don't niche down in the traditional sense. But I niche deep into quality, into understanding, into the art of making complex topics accessible and engaging. My niche is being the writer who can tackle any B2B SaaS topic with the curiosity of a journalist, the precision of a specialist, and the adaptability of a sponge.
Because in a world where technology is evolving at breakneck speed, where industries are converging and affecting each other — sometimes the best niche is not having one at all.
At the end of the day, it’s not about niches. It’s about curiosity. That's something I’ll never give up.
Being a generalist isn't about knowing everything – it's about knowing how to learn anything.
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