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Put Your Spin on Your Content

by | Apr 30, 2020

One of the biggest roadblocks that stands in the way of podcasters getting started is the fact that “someone else is already doing the same thing.”

To be realistic, it’s probably not just “someone” who’s doing what they were planning on doing but dozens of someones.

The world of podcasting is a highly competitive place, and getting more crowded by the day. It would be hard to come up with a truly unique idea that no one has yet tapped into.

But that doesn’t mean it’s not worth starting.

While your niche might already have dozens of competitors, there’s always room at the top for the truly unique.

Setting yourself apart as truly unique, however, is the hard part.

You can do that by niching down to a super-specific subset of your niche, play with your format, deliver your content in a different tone and style or tweak any of the other variables at your disposal as you experiment with what will resonate with at least a small group of people.

But perhaps most essential in truly setting yourself apart is putting your unique spin on the topic you cover.

Too often, content creators see what’s working for the top players in their space and then seek to emulate them, adopting their teachings, tone, delivery and format.

The problem is that the top players are already doing those things better than you’re going to be able to do them. They’re the incumbent, and you rarely beat the incumbent at their own game.

Instead, work on developing your unique perspective. Even if you’re a raving fangirl of the incumbents in your space, find areas in which you disagree with them and build out your thinking around those points.

Everyone loves a dissident after all.

Building a unique perspective takes time. We all start by copying someone else, even if we don’t realize it at the time.

To evolve our thinking into something unique we have to be intentional about constantly educating ourselves, exposing ourselves to opinions we don’t agree with to find the boundaries of the territory we’re exploring.

Listen to any transcendent podcast host or read any amazing blog and you’ll often find that the magic is not in the information they deliver, but in the perspective, wisdom, insight, and nuance.

These are all skills that can be developed. Yes, it will take time. Yes, it will require effort.

But few content creators are willing to put in the required effort to intentionally develop them, so the sooner you start, the sooner you can set yourself apart.


Every Sunday I send out an exclusive article on how to use podcasting to build an audience and grow your business.

No opt-in, no checklist no bribe. But hopefully a new perspective, encouragement, and maybe even some occasional wisdom. It’s something I’m proud to create and I’d be honoured to share it with you.

Jeremy Enns
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