How to Stand Out in a Saturated Podcast Market

Podcasting can often feel oversaturated—everyone and their brother seems to be launching a new show these days, to the point that sometimes it feels pointless even to try to stand out. If you are feeling overwhelmed by the number of fish in the sea of podcasting, my best advice is to move to a smaller pond.

The key is to narrow your focus by being extremely specific in defining your listener.

Perhaps you are a fitness coach. Instead of trying to speak to anyone and everyone who values a healthy body, focus on one person. Envision a thirty-five-year-old mother with two kids under the age of five. She recently decided she won’t be having more kids and is finally ready to reclaim her body after multiple pregnancies. She is tired and overwhelmed but committed to making time for herself. Your podcast is the resource she needs to get started.

In marketing, this is called an ‘avatar’ or a ‘brand persona’: a specific profile of your target audience outlining their key demographics and psychographics.

It’s essential to clearly define your listener because every decision about your show should support the listener’s goal.

Your listener’s profile will direct how long your episodes should be, your podcast's title, your album artwork's design, what type of guests you interview, the topic and layout of each episode, and where and how to market your show.

Your listeners want to feel like the show was created precisely for them, and if they do, you’ll have an audience for life. However, if you try to cater to everyone, ultimately, you reach no one. 

So get narrow and define your audience in order to succeed.

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