You’re probably not the only podcaster serving your niche.
By now, there are a handful, if not dozens, or even hundreds of podcasts on almost every topic imaginable. This means that one of the most important decisions you need to make regarding your podcast is deciding how you’re going to differentiate yourself and create something original and fresh.
Some of this differentiation will come naturally with your personality.
Some of this differentiation comes down narrowing the scope of the group of people you serve until you identify a sufficiently small number of people for whom you can conceivably become the best in the world for.
Is It Possible to Aim Too Narrow?
One of the challenges of narrowing down on your audience, however, is that it can feel like you’re also narrowing down on the amount of relevant content you have available to talk about.
There might only be a few dozen topics and issues that apply specifically to this narrow group of people you’ve chosen to serve, which might feel like not enough to build a podcast on.
In reality, if you’ve aimed narrow enough, it’s likely that no one has ever addressed those few dozen topics in a way that is specifically tailoredto your audience.
If you’re able to be the first to do so, or at least the first to do it in-depth, that’s enough to gain a foothold in the community from which you can expand your content offerings.
The trick is that it’s not always about only addressing issues that matter to your listeners and no one else. It’s about breaking down any number of relevant topics, issues, and ideas and then explaining how they impact your audience.
Translating for Your Audience
Once you embrace your role as a translator, someone who is able to take existing ideas and tailor them to your people in a way they understand, you’ve unlocked the ability to create infinite original content.
All you need to do is consume information broadly and always be asking, “How does this apply to my audience?”
You’ll be surprised by the parallels that begin to form as you simply go about your daily life with that question constantly running in the back of your mind.
Pretty soon you’ll have an episode list that’s a mile long and completely unique from anything anyone else is creating for your audience.
When you’re able to move beyond your podcast being a commodity and consistently deliver fresh insight, ideas, and perspective, you’re able to stand out from the crowd and become the one and only to your audience.
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 freebie 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 travels full-time, loves long-distance cycle touring, and will always look back on the day he finally saved up enough money to buy the Millennium Falcon Lego set as one of his proudest achievements. He believes that the way to grow sustainable businesses is by leading with heart, vulnerability, and helping your people be and become their best selves.
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- Podcast Promotion & Marketing Are Different (Here’s How to Use Each Effectively) - March 10, 2021
