Make sure your podcast stands out in a crowded field.
Podcasts continue to grow as one of the most popular forms of content marketing. The immense amount of podcast content on the web is pushing out blogs as the marketing form of choice for many businesses. But since they’re such a popular medium, it’s becoming harder and harder to stand out. Specifically, within the B2B field, there are so many podcasts it can feel impossible to cultivate an audience of your own! When business owners have literally thousands of options to choose from, how can you make your podcast the one they turn to?
First things first: niche down. Launching a podcast on how to grow a business in 2019 will be an exceedingly difficult challenge. Launching a podcast on how to grow your law firm? Or how to grow a pet food company? Or how to become an influencer within the fitness industry? Bingo. Someone in that situation will see your show and feel like it was meant for them.
Secondly, narrow in on what factors or opinions are going to make your show different. Growing a business or getting more clients are super broad ideas. Are you going to be focusing on social media efforts and making the claim that you should only choose one platform? That’s the type of angle that will make your show unique. Find out what it is you believe about business that isn’t constantly talked about. One way to go about doing this is to think of the “bad advice” within your industry—what do you constantly hear that makes you want to pull your hair out?
Next, think about what kind of guests you want to have on your show. You can take a variety of angles with this. By going for larger-name guests, you’ll be able to grow your show quickly. However, by embracing smaller-name guests, you’ll help stand out and ensure they’ll be passionate about sharing your show. Or maybe you want to go solo, or with a different format all together! No matter how you go about doing it, make sure your format feels innovative and fresh.
The B2B podcast market is definitely crowded. But don’t let that deter you. Starting a podcast can be a great way to position yourself as an expert and promote your products and services. Just make sure your show isn’t like every other show on the market in order to attract listeners and make a difference.