Podcasting has changed so much over the last few years. The strategies that worked in 2016 for audience growth and content creation might not work today, leaving many podcasters feeling frustrated and stuck. In this episode of Podcasting Unlocked, Amy Stone and I are diving into what used to work in podcasting versus what’s working now to help you grow your show and business. We talk about the evolution of the industry, the power of community building, and why you should focus on your message, not the algorithm. This week, episode 226 of Podcasting Unlocked is about the evolution of podcasting for business owners!
Key Takeaways:
- The importance of sharing stories from regular people to help others navigate life’s challenges.
- The limitations of niche-specific podcasts and the value of a broader, inclusive approach.
- Lessons Amy has learned about how podcasting has changed in the last few years.
- Maintaining flexibility and adaptability as media and algorithms change with consumer behavior.
The Evolution of Podcasting for Business Owners with Amy Stone
Stop Chasing Algorithms and Start Building a Community
Years ago, the advice for growing a podcast was simple: create content for social media. The idea was to spend all your time and energy making short clips and graphics to please the algorithms, hoping they would show your stuff to a brand-new audience.
But here’s the problem with that plan today: you are building your house on rented land. You don’t own the platform, and the rules can change overnight. The algorithm that was a friend yesterday can become a roadblock tomorrow. This leaves you feeling exhausted, frustrated, and totally dependent on something you can’t control. So, what’s the better way?
The better way is to focus on building a community around your show. Instead of trying to attract every single person on the internet, you should focus on the people who already love what you do. Create content that serves them, answers their questions, and makes them feel like they’re part of something special. When you build a community, your listeners become your biggest fans and your best promoters. They will share your episodes, tell their friends about you, and show up to support you no matter what the algorithm says.
- Quick Wins:
- Prioritize your listeners. Ask them what they want to hear and what problems they need you to solve.
- Focus on one platform you love. Instead of trying to be everywhere, pick one social platform where you can build a real community.
- Go deeper, not wider. The goal isn’t to reach everyone, but to build a deep connection with the right people.
The Power of Niche Podcasting: Go Narrow to Go Deep
In the early days of podcasting, it seemed like the only way to get noticed was to have a show that was big and broad. But now, with over a million podcasts in the world, that strategy just doesn’t work. Trying to appeal to everyone means you end up appealing to no one.
The secret to success in today’s market is to get specific. This is what we call niche podcasting. When you go narrow with your topic, you can go deep with your content. You can talk about the things that really matter to your specific audience and build a show that is an essential resource for them.
Think about it: who would you rather listen to? A general parenting podcast that talks about everything from newborns to teenagers, or a show specifically for step-parents that understands your unique challenges? When you create a podcast for a very specific group of people, you show them that you get them. You understand their struggles, and you are the only one speaking directly to them. This is how you build a loyal, dedicated following that will stick with you for the long haul.
- Quick Wins:
- Identify your ideal listener. Get super clear on who you are making this show for.
- Don’t be afraid to get specific. It’s better to be the perfect show for 1,000 people than a so-so show for a million.
- Solve a specific problem. Your show should be the go-to resource for your niche’s biggest challenge.
Your Podcast Isn’t an Episode—It’s a Media Channel
For a long time, podcasters thought of their show as a single thing: an audio file. The process was simple: record an episode, publish it, and move on to the next.
But today’s most successful creators think differently. They see their podcast as the hub of a much bigger media channel. The episode is just the starting point. From that single audio file, you can create so much more to reach your audience in multiple places.
You can turn a 30-minute episode into:
- A blog post that you can share on your website.
- Short, engaging video clips for social media.
- Quote graphics that highlight key insights from your guest.
- A newsletter that you send to your email list.
By thinking of your podcast as a media channel, you are creating a system that works for you, not against you. Instead of constantly trying to come up with new content ideas, you are repurposing the great content you’ve already made, reaching new people, and growing your show with less effort.
- Quick Wins:
- Repurpose with a purpose. Don’t just make content for the sake of it. Think about where your ideal listener hangs out online and create content for that platform.
- Use your episodes as a starting point. Every episode can become multiple pieces of content.
- Get a system in place. Plan how you will repurpose each episode before you even hit record.
It’s Time to Evolve and Grow
The podcasting world is always changing, and that’s okay. The key is not to get stuck doing what used to work, but to embrace what’s working now. By shifting your focus from chasing algorithms to building a community, from being broad to being niche, and from creating a single episode to building a media channel, you can grow a show that is not only successful but also fulfilling.
Your message is too important to be lost in the noise. It’s time to stop feeling frustrated and start building a podcast that truly serves your audience and your purpose.
Be sure to tune in to all the episodes to receive tons of practical tips on turning your podcast listeners into leads and to hear even more about the points outlined above.
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Learn more about Podcasting Unlocked at https://galatimedia.com/podcasting-unlocked/
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