Podcasts have exploded in popularity in recent years, and businesses are taking notice. In particular, B2B companies are realizing the potential of podcasts as a marketing tool for building brand awareness and connecting with their target audience. However, with so many podcasts available, it can be challenging to stand out. So, how do you create a show that does? A podcast niche.
A niche is a specific category that your podcast focuses on, helping it to stand out in a crowded market and attract listeners who are interested in that particular area. In our previous post "The Benefits of Niche Podcasts," we highlighted seven questions to ask yourself when trying to find a niche for your podcast. And, since niche podcasts have so many benefits, we’ve decided to dedicate this post to breaking down and answering each question.
How to Find Your B2B Podcast Niche
Ready to find your podcast niche? Just ask yourself these questions to uncover the topics you can really home in on. Plus, we've shared our answers to give you a head start.
1. Who is the audience we want to serve?
When creating a podcast, it's important to consider who your target audience is. Are you looking to attract potential customers who are in the awareness, consideration, or conversion stage of the marketing funnel? Alternatively, are you looking to maintain relationships with current customers in the loyalty stage? Identifying your audience will help you to tailor your content and messaging to their specific needs and interests.
In the case of a podcast and video hosting platform like ours, we wanted our podcast to appeal to individuals who are considering starting a B2B podcast or who have already launched one.
2. How can we build a show specifically for them (that only we can)?
Let’s start with the second part of that question. If you can create a podcast niche that you know better than anyone else in the industry, then you are already way ahead of the game. Once you have identified the target audience for your podcast, it's essential to come up with a niche that specifically appeals to them.
As we said above, our target audience at Casted consists of companies in the conversion and/or loyalty phase of the marketing funnel who already have or are thinking of starting a B2B podcast. With this in mind, we came up with the idea for The Casted Podcast, a show that focuses on helping marketers center their podcast in their marketing strategy and maximizing the potential of each episode.
3. What stories can we tell that no one else can?
What do we know as a business that very few other people know? And how can we share this with the world?
At Casted, we aim to utilize our extensive expertise and industry connections to delve into the intricacies of podcast marketing. By talking to some amazing marketing leaders at some pretty impressive brands and sharing those stories with our audience, we can provide valuable insights and knowledge that may not have been accessible to our audience otherwise. Our goal is to create content that adds value for our listeners, offering them a unique and valuable perspective on the world of podcast marketing.
4. What will our perspective/point of view be that will be unique to us?
It's rare to find a topic that hasn't been covered in some capacity, so it's crucial to consider how you can offer a unique perspective that sets your podcast apart from others.
As experts in both podcasting and amplified marketing, we can provide a distinct point of view on how these two areas intersect and how they can be leveraged to enhance your overall marketing strategy. Our expertise allows us to share insights and best practices that are specific to our business and offer a unique perspective that can't be found elsewhere.
5. What guests can we have on our show that few (or none) have access to?
When considering potential guests for your podcast, it's worth reflecting on individuals or companies that you admire and that can contribute valuable insights to your niche topic. For example, you could approach a shareholder, customer, supplier, or expert in that field who has relevant expertise or experience.
On The Casted Podcast, we showcase the stories and experiences of successful podcast creators. By featuring a diverse range of guests who have achieved success in the world of podcasting, we provide our listeners with a wealth of knowledge that they can apply to their own shows. We aim to offer a platform that elevates the voices and perspectives of podcasting experts by tapping into our industry network.
6. What do we know about our audience and their desires?
This is where audience personas and research come into play. By understanding your audience, you can create content that resonates with them and speaks directly to their interests and needs.
At Casted, we know that our target audience is B2B businesses looking to explore the potential benefits of podcasting for their organization. By understanding their needs and interests, we craft episodes that offer valuable insights and actionable tips to help them achieve their podcasting goals.
7. How are they currently being served, and how can we create something highly differentiated?
Once you’ve narrowed down your niche, it's important to understand the shows that are already out there. How can you differentiate yourself?
At Casted, we decided to focus on the power of conversation. Instead of having our host (and awesome CEO and Co-Founder Lindsay Tjepkema) share her podcasting tips every week, we decided to take a different approach and introduce a new expert in every episode that can have a real and insightful conversation with Lindsay.
The Casted Podcast Network
On The Casted Podcast, we are passionate about helping B2B businesses leverage the power of podcasting to achieve their marketing goals. By sharing our expertise and amplifying the voices of podcasting experts, our goal is to empower our listeners to take their podcasting efforts to the next level.
On top of that, we’ve used these questions several times to come up with an entire network of niche podcasts.