Welcome to The Birdhouse newsletter. It is approximately a 5 minute read.
In today's newsletter, we're going over:
Why splitting your content 50/50 across two niches doubles your time to authority
The one-sentence positioning line that merges two expertise areas into one pillar
Where the sub-niche really comes into play (it's not a second brand)
The 80/20 split that protects your authority signal while you expand
Apply to work with The Birdhouse (link)
Write your one-pillar positioning sentence today
(What) Stop creating in multiple “niches” and collapse them into one pillar with a sub-niche riding underneath it
(Why) If your content splits between 2 niches, every post you create compounds at half the speed and you’re hurting your growth rate
(How) Do these things:
Describe your “Niche” in a few words. (for me, it’s Personal Brand building)
if you struggle to pick one “niche” or simplify in a few words, move to step 3.
Write one sentence: '[Core expertise] for [broader ICP], proven through [social proof].' Example: 'AI implementation for B2B founders, proven through work with info and software brands.'
Everything else falls into sub-niche categories that don’t dominate your posting schedule.
Here are some of the best links I have found since last time I emailed you:
Good Xweets 🐦
Life after 5k followers… (link).
When to RUN from your content team/agency… (link).
News 🗞️
X is rolling out X-Money, native payments and banking (link).
LinkedIn and X are now ANTI-AI Slop. (link).
The problem with building in multiple niches
We had a call last month with a founder who said it plainly: he wants to focus on AI right now, and further down the line he wants to expand into info brands and software brands. He wasn't sure how to meld the two. That's the exact spot where most multi-expertise founders get stuck, and it's costing them more time than they realize.
Here's the math, using illustrative numbers. Say it takes roughly 300 posts on one topic before an audience starts recognizing you as the person for that topic. If you split your output 50/50 across two lanes, you're not hitting that 300-post threshold in half the time. You're hitting it in double the time, because each lane is only getting half your reps. Now you’re an authority in neither.
One pillar, many doors
The fix is to stop treating them as two separate audiences. They're not. They're two doors into the same room. Your main niche is the bigger idea, something like 'how AI is changing the way B2B companies operate.' Software and info are proof points under that same pillar.
Think of it as one audience of 1,500 instead of two audiences of 750 each. You're not fragmenting reach to serve two niches. You're running one strategy that self-segments in the comments and DMs based on which example lands. Someone running a software company reads your AI post and sees themselves in the software example. Someone running an info brand reads the same post and sees themselves in a different line. Same pillar, same post, two entry points.
Where the sub-niche lives
The sub-niche doesn't need its own content strategy. It lives in your examples, your case studies, and your offers. A rough split we use with clients: 80 percent of content teaches the core pillar, the mechanics, the frameworks, the mindset shifts. The other 20 percent narrows into specific proof, a story about a software client, a breakdown of how the same principle applied to an info brand.
That 80/20 split matters because it protects your authority signal. If you flip it to 50/50, the algorithm and your audience both lose the thread on what you're actually known for. You end up being a generalist in 2 things instead of an expert in one thing with range.
The payoff
Founders who run one pillar with a sub-niche underneath it tend to see their authority signal show up faster, because every post is still reinforcing the same core idea. Smarter, not harder.
If you like this newsletter and want to work with us, there are a few ways we can do so:
or, you can just reply to this email.
I reply to everyone.
Hope this helps.
Cheers.
Marcos
