In today’s ever-changing digital landscape, the demand for engaging content is relentless. Yet, many find themselves staring at a blank screen, unsure where to begin. Sound familiar?

Fortunately, there’s a straightforward framework that can guide you through the process of crafting compelling content that resonates deeply with your audience. It’s called the Broad, Narrow, and Niche approach.

1. Start Broad

When creating content, your first move should be to grab attention—quickly and widely. Your initial hook must be broad enough to catch the eye of a diverse audience. Simplicity is your ally here; over-complication can deter viewers, especially in a digital world filled with distractions.

Example: Picture a video meme from Tesco, where someone struggles with the all-too-familiar "Unexpected item in bagging area" error at self-checkout. The over-the-top frustration in the video strikes a chord with anyone who's been there. It's relatable, funny, and instantly sharable, attracting a wide variety of viewers. This kind of content casts a wide net, appealing to anyone who shops.

2. Narrow the Focus

Once you’ve successfully hooked your audience, it’s time to tighten your focus. Gradually, your content should become more specific, targeting a particular group of people who are most likely to engage with your message on a deeper level.

Example: Imagine Greggs creating a video meme featuring a tired commuter battling through the rain, only to perk up when they finally snag a warm sausage roll. This content narrows its appeal to busy UK commuters, speaking directly to their day-to-day experience while still using humour to maintain broad appeal. It's relatable, but now we're honing in on a particular subset of the population.

3. Go Niche

Finally, it’s time to refine your message to speak to your niche market. This is where you deliver specialised insights, advice, or solutions that are highly relevant to a specific audience. At this point, your content has evolved from grabbing broad attention to delivering precise value.

Example: Take Innocent Drinks, for instance. They could create a video meme showing someone halfway through a challenging workout, exhausted, before taking a sip of an Innocent smoothie. Instantly rejuvenated, the person finishes their session with renewed energy.

The caption reads, “For those who run on healthy fuel.” This type of content speaks directly to health-conscious individuals or fitness enthusiasts—people seeking natural energy boosts. It’s niche, targeted, and designed to deeply resonate with a specific audience.

Conclusion

In the UK’s digital space, where content consumption is rapidly evolving, using the Broad, Narrow, and Niche approach allows you to not only capture attention but also to hold it in a meaningful way. By starting broad, you appeal to the masses; by narrowing, you focus on your core audience; and by going niche, you directly address those who are most likely to become loyal followers or customers.

Following this structure will help your content stand out, offering a roadmap to creating material that not only engages but also converts. So, what’s stopping you from trying this framework with your next piece of content?