What is the best way to plan and produce a podcast that stands out in a crowded market?

The podcasting market actually isn't crowded at all - at least not with content creators who are consistently delivering valuable content and solutions to their key audience. The headlines read "4 Million+ podcasts," but the truth is that less than a third of those podcasts are actually active - with "active" meaning one podcast delivered in the past 90 days(!). It's one of the most underutilized mediums to deliver a valuable, trustworthy message to your potential customers and community.

Defining a niche makes sense, but only if you have a perspective to share about that niche, and intriguing guests who will join you for an episode. Too many newcomers research from the outside-in to find a niche they think will be popular, then struggle to find guests and content. Consider a niche where you have not-famous friends you can celebrate, and a few well-known voices who are friends-of-friends (as many levels as it takes) and will do an episode to help you out. This was part of our strategy when starting Feisworld Livestream and it has worked very well. Well-known guests bring energy and insight, but don't get you more views. They do however help you connect with other well-known guests, who give you windows into new worlds.

Before you get started, you need to consider why you are starting a podcast and what it's purpose will be to determine if it will have longevity, consistency and demand. Can you get your message out there while making a difference? How can you add value to listeners? Also consider what sets you apart from other podcasts - what makes you unique?

Understanding your niche and audience is foundational in podcasting. It's not just about the subject matter but also about the unique perspective you bring. Your niche should reflect a combination of your passion and expertise, as well as a gap in the market. Knowing your audience's demographics, interests, and listening habits will guide your content creation, helping you to craft episodes that resonate and retain listeners. Remember, specificity is key to differentiation in a saturated market.

Creating a successful podcast begins with a clear understanding of your target audience. 🔬 Identifying the interests, preferences, and demographic profile of your listeners is critical. 👨🔬 Next, establish the purpose of your podcast. Are you aiming to educate, entertain, or inspire your audience? 🎙 With these objectives in mind, you can then tailor your content and develop a strategic plan for content creation and publishing cadence that resonates with your audience's expectations and needs.

Podcasting isn't just about content; it's about your unique voice and perspective. As a business owner or entrepreneur, understand that your individuality and audio branding is your podcast's superpower. Similar topics may exist, but your delivery and insights are one-of-a-kind. When researching to validate your concept, worrying about someone else speaking about some of the same things you are is just another excuse for you to not get started. Your audience craves not just information but the authentic connection that only you can provide. Whether it's solving problems, offering entertainment, or sharing laughs and tears, your voice is the distinct element that will resonate with listeners.

Validating your podcast concept is crucial to ensure it meets a real demand. Engaging with your target audience through social media or online forums can provide direct insights into their interests and pain points. Additionally, analyzing existing podcasts for listener reviews and ratings can reveal what audiences appreciate or feel is missing, guiding you to fine-tune your podcast's unique value proposition.

I think validation is more about how you connect with your listeners than the idea itself. My favorite podcast of all time is "Everything is Alive". The idea is: inanimate objects talk about themselves. This could be seen as a dumb idea. But it is executed so well, with so much taste and nuance that the result is, for me, brilliant.

After you've checked out other podcasts in your niche, I'd also consider checking out podcasts that are NOT in your niche. The goal here is to see if there's ways of engaging your audience, or implementing a show format that others in your niche aren't doing. For example, there are engaging elements that I've learned from creating and consuming sports content - power rankings, top 5 lists, brackets are all elements commonly seen in sports podcasting that aren't really utilized in tech/creator focused shows that I'm working on now. Utilizing techniques out of the norm of your niche can be what makes your content really standout!

When planning your podcast episodes and format, consider the balance between consistency and flexibility. While a consistent structure helps listeners know what to expect and can streamline your production process, allowing room for occasional special episodes or format tweaks can keep the content fresh and adaptable to audience feedback or topical events. Moreover, the length and frequency of episodes should align with the depth of content and the lifestyle of your target audience; for example, daily short-form podcasts may suit busy commuters, while longer, in-depth weekly episodes may appeal to enthusiasts craving a deep dive.

1. A Name to Remember: Forget fleeting trends: Opt for a timeless name that reflects your content and resonates with your audience. Think "The History Channel Podcast" instead of "2023 History Rewind." Clarity counts: Your name should clearly communicate what your podcast is about. "Science for the Curious" sparks interest, while "My Ramblings" leaves listeners guessing. Wordplay magic: A touch of creativity can make your name catchy and memorable. Think "Stuff You Should Know" or "99% Invisible."

Investing in quality equipment and software is a foundational step in podcasting that can't be overlooked. A good microphone and editing software are crucial for producing professional-sounding audio, which can significantly affect listener retention. Remember, poor audio quality can distract from even the most compelling content. Additionally, consider the acoustics of your recording environment, as this can greatly influence sound clarity.

Some of the most successful podcasts had very humble, low-budget beginnings - so start where you are able to and work your way up to creating the best sound you can with the equipment you can afford. Think about where you will also record as this can impact your overall recording experience and the equipment you use. Reach out to other podcasters for advice - many are happy to help!

You don't need to break the bank on software and equipment. It has to be of a good standard (YouTube can help a lot in your decision making), but where you record is just as important. The best equipment won't make a bad space sound better, so you need to make sure that your recording space has low noise and as little reverb as possible. There are a number of ways to achieve this, but the most cost-effective one is probably lost of soft furnishings!

Hard Fact: New listeners will not give your podcast a chance if the audio quality is sub-par. This is why I recommend investing in a decent USB microphone. If you are on a budget I am a big fan of the ATR2100 which is less than $100. If you are about to balk at spending $100 then you are not serious about succeeding in podcasting. Make sure you are recording in an area free of hard surfaces and tall ceilings. For introductory editing, Audacity is a free and decent enough desktop application. If you want to make a splash in the space, I would recommend hiring a professional to help you mix and edit the podcast. Words to live by: You only get one shot at a first impression so you better make it count.

Podcast artwork and description act as a digital storefront, much like a book cover or a movie poster, enticing potential listeners to delve deeper. It's crucial to invest in high-quality, visually appealing artwork that aligns with your content's tone and subject matter. Similarly, a well-crafted description with targeted keywords can enhance discoverability in podcast directories and search engines. Remember, these elements are not just aesthetic but strategic tools for audience growth.

Potential listeners usually see your show before they hear it. Your cover artwork's first impression will determine if they press PLAY or move on to the next podcast down the list. If your cover artwork looks cheap and amateurish, people will assume your show is cheap and amateurish, which limits your chances of success. Professional-looking podcast artwork tells your audience that you care enough about your show to invest in how it looks. Regarding your show's description. Write it with your audience in mind. Imagine it from their point of view and ask "What's in it for me." Instead of listing topics you cover and describing the guests you'll interview. Tell your audience what they will learn and get from listening to you.

Promotion and growth are critical for a podcast's success. Leveraging SEO through a dedicated website can significantly enhance discoverability. Additionally, engaging with listeners via social media not only fosters community but also turns your audience into advocates who share your content. Remember, cross-promotion with peers can be a game-changer, as it taps into established listener bases and creates mutual growth opportunities

Consider repurposing your podcast content into quote cards, audiograms and other media. Your 20 or 50 minute episode may be stunning, but someone scrolling by a list of podcast episodes may hesitate to hit the play button and make that time commitment. Give them a catchy sound bite on a platform where they don't have to make a big emotional commitment. A quote card on Twitter (yes Twitter, not X). A 30 second audiogram on TikTok or Instagram or a YouTube Short.

The podcast promotion strategy for a show that receives a few hundred weekly downloads per week differs significantly from a podcast getting several thousand downloads per week. If you are just starting out, I would focus on relationship-building within your network. If your podcast has guests you should also provide them assets for them to promote to their network. Make it as easy as possible for them to share assets for promotion, and follow up with them to let them know if they receive any positive feedback from their appearance.

A Haiku ✍️ True voice resonates, Building bonds stronger than hype— Authenticity. What it means: 🥇 Authenticity wins. 🧑🚀 Don't be afraid to experiment and follow your curiosities. 🧑💻 Do not overcorrect your content for possible short-term gains. 🤝 This is a relationship-building medium, not a viral marketing machine. 🥇 Authenticity wins.

Don't hesitate to use what Tony Robbins calls "the power of vulnerability". When we were getting started with Feisworld Livestream, many guests helped us out (thank you!) by appearing on episodes when they knew we had a tiny audience. They might not have taken the time if we were already on our way.