Last updated 27th of September 2021
Author Lisa Hartwell
It’s Never Too Late to Start a Small Business Podcast Part II
In Part I of this article, we started to look at strategies for starting a business podcast that can compete in the busy podcast market, as suggested by the *Entrepreneur website. In It’s Never Too Late to Start a Small Business Podcast we tackled “A New Topic” and “A Niche Demographic”. In this article, we “Take a New Angle” and “Spice Things Up”, remembering that these strategies often overlap and you can use more than one strategy to put a new slant on your podcast.
Take A New Angle
There are various ways you can take a new angle on a subject and even combine them. In the last article we talked about focussing on a new demographic whether that’s location, sex, age or financial status (among others).
Style-wise, take a listen to the podcasts in your niche and see how they’re doing it. If they are all interview-style, then consider a magazine-style programme. If they’re weekly shows of over 30 minutes long, then create daily 5-10 minute updates.
Going back to our example of the “In Conversation With” podcast. In addition to appealing to a niche demographic, i.e. Devon-based business people and entrepreneurs, it takes a new angle by offering 2 interviews in every podcast, one with a business owner that is mainly business focussed and the other with a local personality who shares more general wisdom on life as well as a love of the area.
Grammar Girl is a hugely popular podcast and has been for years. How many magazines or even books were written on the topic of good grammar prior to the rise of the internet? Even books on the topic had limited publication runs or were aimed at the school or college curriculum. Yet, Grammar Girl’s popularity has spawned many more podcasts on the topic of grammar and language. The podcasts vary in length (from a few minutes to over an hour), target audience (native English speakers or those learning English), and style of delivery (fun and upbeat right through to highbrow academic). Proving, there is almost always a new angle you can take on an established topic.
Spice Things Up
One way that many podcast creators try to spice things up is to offer a more controversial or risqué presenter style and/or content. This is not for everybody. If it isn’t in your nature to play devil’s advocate or be deliberately antagonistic then this won’t work for you. If you come by these skills naturally then you can take your topic and market your podcast to an audience that likes to be riled or shout back. It can work brilliantly and create lots of hype and conversation around your podcast, but it can also backfire.
That’s not to say that your personality (or your presenter’s personality) can’t attract listeners in a saturated podcast topic. For many listeners, it’s the personality behind the podcast that keeps them listening as well as the content. Be yourself, whether that’s funny, sarcastic, warm, confrontational or goofy, and you’ll probably find listeners that like that aspect of the podcast.
You could add a second and even third presenter to add “spice”. Think about the popularity of the old radio breakfast show style of programme that is still used today by many stations. Having people with different personalities bouncing ideas and comments off each other can create more humour and energy as well as offer a broader view of a topic and some natural controversy.
Another way to spice things up moves into the territory of taking a new angle or different demographic. For example, if you’re in a male dominated industry, you could create a podcast that is solely presented by women and offer a female perspective. If the podcasts in your industry are mainly led by mature presenters in a corporate style, but you’re Gen-Z with a lot to say on the industry or a healthy interest to explore it, then you can offer a different style of podcast appealing to a new demographic.
And vice versa. Older creators shouldn’t shy away from a topic that’s considered mainly for a younger demographic. There’s no reason you can’t talk about emerging tech, gaming, mental health, climate change or activism if that’s where your interests (and business interests) lie and put your own spin on it. If you’re interested in it then there will be others like you who are too.
Obviously, you need to consider your core customers or clients when making this decision. If the people who buy your product are predominantly from the 18-30 age group, then aiming a podcast at the 50+ market will be counter-productive even if it bucks the market trend.
It’s Never Too Late to Start a Small Business Podcast
The key to starting your own podcast in an increasingly busy marketplace is to do your research, know your audience and be prepared to find a different slant on a topic. As with all content marketing, the aim is to offer value to the listener and create a podcast that makes them want to subscribe and look forward to each new episode; a podcast that encourages discussion and builds a following. The opportunities are still there if you’re prepared to look for them.
Read Part I of this article at: It’s Never Too Late to Start a Small Business Podcast
*Inspired by the article: Is it Too Late to Start a Podcast for Your Business?