Hi, I’m Jamie Kennedy, Executive Podcast Producer at Brave Moon Podcasts. In this episode, I share a deeply personal story about how a family crisis led me to the world of niche podcasting. The experience taught me the power of focusing on a specific audience, something I now apply to every podcast I produce.
As the podcasting landscape grows, the importance of niche podcasting has become clear. Just as I sought a therapist who truly understood my struggles, podcasters should focus on serving a targeted group of listeners. By narrowing your focus, you’ll connect deeply with your audience, reduce competition, and increase opportunities for monetization.
Whether you’re new to podcasting or have an existing show, niching down is essential to growing your audience and business. Stick around for my five hacks for identifying and launching a niche podcast!
In this episode, we talk about…
How a personal crisis led to the discovery of the power of niche podcasting.
Why niche podcasts are more effective in connecting with specific audiences and reducing competition.
Five practical tips to help you carve out your podcast niche.
Transcribed Podcast Episode
In 2018, I woke up to a slew of calls and texts about my Dad suffering a stroke. Living in Sydney Australia while my family lives in California USA, the time zone difference meant that I was hours late in finding out about it. I still remember the panic that gripped me in those few moments, as I called my Stepmom to ask what happened. Thankfully he was still alive, but in the ICU and couldn’t speak or use his limbs properly. But they had no idea what was wrong with him. The next thing I knew, my husband Jason had booked me a flight home and he packed my suitcase with too many pairs of underwear and not enough shirts but it didn’t matter because I found myself on a plane a mere few hours later. It was the scariest 15 hour flight of my flight, having no way to check in to see if he was alive.
When I landed, I discovered he was still alive and that there had been severe swelling in his brain that the doctors had been able to lessen. He still couldn’t speak or use some of his limbs properly, but he was alive. I rushed to the hospital and held his hand, and I let him know that he was my best friend and couldn’t imagine life without him.
The next few days were an absolute blur. They had discovered a tumor in his brain, and so he was transferred to a different hospital for brain surgery. We wouldn’t know what the tumor was fully until the doctor operated on it.
I vividly remember sitting next to my Dad, playing a kirtan song that symbolized protection, while we waited for him to be wheeled away. We had no idea if he would come out of that surgery alive.
After the longest 6 hours of my life, the doctor came out to let us know that he had made it. It had been a bacterial infection that had started to swell, causing the severe reaction. The doctor was able to clear the tumor out. And even though my Dad’s road to recovery was extremely long, and he is still affected by that infection to this day, it was ultimately considered an outcome we could have only dreamed of.
I returned home to Sydney 1 week later, but the nightmares continued. Every morning I would wake up, so fearful yet desperate to reach for my phone to make sure that everyone was okay back home. For months, I had anxiety and depression, unable to handle the pressure of knowing I might lose a parent or someone else so important to me.
And I knew I had to see a therapist. My health was out of whack and I just felt awful everyday.
So I started searching for a therapist. But I didn’t want just any therapist. First, I looked locally because I wanted to do the sessions in person. After all, this was before covid! Second, I started honing in on their speciality, looking for those who specialized in anxiety and trauma. Because I didn’t want to go to just any therapist. I wanted to go to a therapist that understood what I was going through. That could help me and the exact issues I was facing.
And that, my brave friend, is exactly what I’m talking about when it comes to niche podcasting.
It’s the act of going from generic to specific, where you become everything to someone, rather than something to everyone.
More and more, podcasters are understanding how important a niche is for podcasts and there’s been a huge trend toward niche podcasts. And it’s time you do the same - whether you have an existing podcast or haven’t launched yet, it’s always the right time to niche your podcast.
Thank you for joining me today. I'm Jamie Kennedy, Executive Podcast Producer at Brave Moon Podcasts. I’ve had the privilege of producing podcasts for renowned health and fitness brands like Virgin Active health clubs, Functional Training Institute, wellbeing coaches like Meg Durham and many more.
If you’re a health and fitness professional or wellness enthusiast looking to stand out in a saturated market, podcasting is the answer. Think of podcasting as a powerful marketing tool you can use to boost your brand, share your story and help shape the future.
This podcast is all about making podcasting accessible to you. I know you have limited time in your day to focus on marketing, plus it can be tough navigating the digital marketing world of social media and everything else out there.
So my podcast aims to help you sift through the noise, so you can learn exactly what you need to do in less time to market your business for the most impact.
And that, my brave friend, is with a podcast.
If you’re ready to amplify your impact with a podcast, head to the show notes for a link to my free Start-a-Podcast guide. I've condensed months of research into this guide, offering you the industry's best choices in equipment and software plus a comprehensive checklist you’ll need to get started. Download it today; the link is in the show notes!
Now, let’s jump into it: how to generate leads from your health and fitness podcast.
The world of podcasting is vast and diverse, with about 4 million shows that cover almost every topic imaginable. To stand out in this crowded landscape, finding your niche is not just a suggestion; it's a necessity.
Why is there such a push towards niche podcasts, and what benefits can you reap from narrowing down your focus? Well, let’s dive into the reasons behind the trend and explore how niche podcasting can transform your content creation and audience engagement.
Stick around because at the end of this episode, I’m going to give you a free resource that will help you brainstorm and discover the perfect niche for your podcast.
Okay so, one of the primary advantages of having a niche podcast is the ability to connect with a specific target audience. Now if you’re a health and fitness professional with a product or service to sell, such as a bootcamp, online workout class, or nutrition plan, etc, more than likely you’re looking at this podcast as a marketing opportunity to speak to your target audience. And perhaps you’ve already niched your target audience in your business, because you’ve recognized the power of niches in your business too. Because instead of trying to appeal to a broad and diverse group that may never find you in a saturated market, narrowing down your focus allows you to speak directly to individuals who share a common struggle, belief, interest or trait. This targeted approach increases the likelihood that your content will resonate with listeners on a deeper level. And when people find a podcast that speaks specifically to them, they are more likely to become loyal subscribers and engage with your content consistently.
A niche podcast also helps you reduce the competition. Because the podcasting landscape is competitive, and generic topics often face fierce competition for listeners' attention, by carving out a niche for your podcast, you can significantly reduce competition in your specific area of interest. This not only increases your chances of being discovered but also positions your podcast as a go-to source for expertise in that niche. As a result, you'll find it easier to establish yourself as a thought leader or influencer within your chosen domain.
Speaking of which, niche podcasts allow you to showcase your expertise and passion for a particular subject. As you consistently produce high-quality content within your niche, you naturally build authority and credibility amongst your audience. Listeners are more likely to trust and value the insights of a podcast host who demonstrates in-depth knowledge of a specific topic. This trust can extend beyond your podcast, influencing your audience to seek your expertise in other forms, such as a paid product or service you offer.
And speaking of money, money, money - niche podcasts open up unique opportunities for monetization. When you have a dedicated and engaged audience interested in a specific topic, advertisers and sponsors targeting that niche are more likely to partner with you. Advertisers appreciate the targeted reach that niche podcasts provide, making it an attractive platform for promoting products or services. Additionally, listeners of niche podcasts are often more invested in the content, increasing the effectiveness of sponsored messages. In fact, 65% of podcast listeners have said they’ve bought a product or service based on a podcast episode they listened to.
Most people think if they narrow down their podcast to quote/unquote one tiny topic or niche, that they will get bored and run out of things to talk about. I promise that is not the case. In fact, narrowing your podcast's focus to a niche allows you to explore your passions and interests more deeply. When you create content about something you genuinely love, it not only comes through in your delivery but also fuels your creativity. Podcasting about a niche you are passionate about can transform the recording process from a chore into an enjoyable and fulfilling experience. This enthusiasm is contagious and can captivate your audience, making them more likely to share your podcast and become ambassadors for your brand. And remember that just because you’re narrowing down your podcast to a specific niche doesn’t limit the possibilities of what to talk about. Let’s say you are a nutritionist that focuses on women with IBS. You can still talk about anything nutrition-related: from understanding macros, the importance of a balanced diet, calorie talks, nutritional science, sports nutrition, gluten-free, paleo, dairy-free, etc. You just give it a twist, talking about everything related to that topic as it pertains to a person with IBS. Essentially, teach them everything you know about a topic, but cater it to the struggles and how to overcome their pain points within that topic.
When you speak to a target audience specifically, as if you know them, as if you hear and see them, their loyalty toward you will grow immensely. And building a sustainable podcast requires a dedicated and engaged audience over the long term. Niche podcasts have a better chance of achieving this sustainability because they cater to a specific group of people with shared interests. While broad topics may experience a surge in popularity initially, they often struggle to maintain consistent growth and audience retention. A niche podcast, on the other hand, can cultivate a loyal fan base that continues to grow steadily over time.
This fanbase quickly becomes a community. In fact, a niche podcast encourages stronger community engagement. Listeners who share a common interest are more likely to participate in discussions, provide feedback, and become active members of your podcast community. This interaction not only enhances the overall listening experience but also provides valuable insights into your audience's preferences. Understanding your audience on a deeper level allows you to tailor your content to meet their specific needs, creating a mutually beneficial relationship.
Here’s my 5 hacks for you when looking to carve out a niche:
Hack #1 - When creating your niche, start with figuring out what your target audience’s biggest struggles are. What keeps them up at night? What stresses do they experience daily, weekly, or monthly? Hone in on the biggest one and let that be your guide in coming up with your niche. For example, if you’re a yoga instructor who’s target audience is busy Mom’s with a 9-5, your podcast niche could easily become Meditation for Busy Mom’s, or Mindfulness Lessons for Busy Mom’s.
Hack #2 - Bring in experts or influencers within your chosen niche for interviews or collaborative episodes. Think outside the box. If your podcast is Mindfulness Lessons for Busy Mom’s, consider bringing on a nutritionist who specializes in helping Mom’s with meal plans and talk about mindful eating. Or a psychologist who specializes in stress and talk about Ways to Reduce Stress daily. Bringing on these guests will not only add credibility to your podcast but also will expose your podcast to a wider audience.
Hack #3 - Poll your people. This is a great technique to do on Instagram Stories or Facebook polls. Start by directing at your target audience and asking a simple question, for example Quote/Unquote People with IBS, what’s the next topic I should cover on the podcast? Then give them 3 options. Or try Quote/Unquote People with IBS, what’s your biggest daily struggle? Then give them 3 options. This will help you directly understand your audience, and not to mention, it will help them feel more seen and heard. A win, win!
Hack #4 - Stay updated on your Niche trends. Covering the latest in health and fitness ensures your content remains relevant and resonates with your audience. Ways to do this are by following industry leaders and influencers in a similar niche to yours, setting up Google alerts relating to your niche topic, as well as check in on social media platforms like Twitter, which in particular, which tends to surface niche trends very quickly. Other places to check out are tools like SEMrush, Google Trends, and Ahrefs. I’ll include links to those in the show notes.
Hack #5 - Engage with niche communities, such as on Facebook groups and Reddit. Doesn’t exist yet? That’s okay, start one yourself! This helps create a place for you as the podcaster to connect with your listeners outside of the podcast. Getting to know them in these spaces will allow for deeper sense of connection and community, and will also help you choose the right topics they’ll love.
All in all, the trend toward niche podcasts is not just a fleeting phenomenon; it's a strategic move that can elevate your podcast to new heights. Whether you're a seasoned podcaster looking to refine your content or a newcomer preparing to launch, embracing a niche will set you apart in the competitive world of podcasting. It’s time to carve out your niche.
On my website, you’ll find a free podcast niche, name and strategy brainstorming worksheet. Carve out some time in your week, download the free guide, and fill it out. If you put in a little time, it will help you hone in on your podcast niche and will make all the difference.
And there you have it!
Thank you again so much for joining me on your podcasting journey. Don't forget to subscribe, and if you enjoyed this episode, please leave a 5-star review.
Until the next episode, keep those conversations flowing, and keep being the amazing powerhouse that you are. And as always, remember that consistency, authenticity, and promoting your podcast are key to your success! Happy podcasting.
Ready to define your podcast niche and stand out?
Don’t wait any longer. Access your free Podcast Launch Guide here. Start your journey towards a successful niche podcast today!
Happy podcasting.
