On this week’s Dear Katie, I’m going to share a question that came up on a prospect call I had. The prospect wanted to sign up for our full podcast production service, where we handle everything, including distributing and repurposing content across multiple social media platforms.
While they ultimately signed up and have seen amazing results, they did have a lingering question that was holding them back: We really want to do a podcast, but aren’t there already too many similar podcasts out there like ours?
There are valid reasons why starting a podcast isn’t right for your firm, but there being too many podcasts should not be one of them.
Why?
Note: I’m going to focus on podcasting in my answer, but these responses will work just as well for any type of content that you create.
Even though there are 4.3 million podcasts, people still crave new content and people to follow.
For example, just look at the content that you’re consuming yourself. You might be listening to podcasts, reading newsletters or browsing through social media feeds.
You likely have the regular content creators that you consume all of their content, but also, it’s highly likely that a good portion of the content you’re consuming is new to you,
People want new content.
Even in crowded spaces, people want to learn about:
Algorithms are smart, even in crowded spaces, and content visibility won’t be a problem because these algorithms want to deliver your podcast to an audience that is already looking for it.
Your podcast has the opportunity to stand out from the crowd if you do one very important thing: create content that speaks to people.
That’s it. Create content that speaks to your audience and distribute it properly. Over time, you will find success.
Any time you see a niche where there are tons of other creators, it can feel intimidating to try to become one of them.
However, rather than viewing competition as something you shy away from, look at it as people clearly have a problem you can help solve, and ask:
How can you solve that problem even better than your competitors?
For example, you could:
And even with a lot of other players in your niche, you have to remember that a lot of them will give up, which brings me to my next point.
Let’s be honest – most people will give up on podcasting. They record a few episodes, and they stop.
So, you may be seeing a lot of other podcasts out there right now, but remind yourself that they probably won’t be around a few months from now, and they almost definitely won’t be around a year from now.
If you make a commitment to staying consistent, you’ll outlast the competition simply because you showed up.
Even those who DO stick with podcasting are often not willing to go the extra mile and repurpose their content across social platforms.
While this is a huge missed opportunity for them, it’s something that you can take advantage of to get an edge on the competition.
Distributing your podcast content on platforms like LinkedIn, TikTok and Instagram will give you a valuable opportunity to expand your reach and grow.
Repurposing is simple: take snippets of your valuable podcast content and share them on social platforms like the ones mentioned above.
When you take this approach, you turn a single piece of content into several touchpoints across multiple channels and increase your reach exponentially.
Repurposing is one of the most important steps in promoting a podcast.
For example, you could transform a 30-minute podcast episode into:
Many podcasters aren’t willing to do all of this extra work, but those who do will stand out in the crowd and build a bigger following
(And hey, at Leaders Online, we can do ALL of this for you!).
Remember that your podcast is just a starting point. The magic happens in the distribution and repurposing of your content, and it’s these two points that will allow your podcast to reach a massive audience.
And, that’s a wrap on this Dear Katie question.
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Now I want to hear from you. Do you have a question?
And if you want your own podcast content engine, where we produce your podcast and then repurpose that into a blog, long form video for youtube, and create short clips for all of your social media, reach out to us, and I’ll get you all the details.
Until next time, cheers to your success!
Katie
Not at all. Even with millions of podcasts, people are always looking for new content and unique perspectives. If you create content that resonates with your audience, you’ll find your place in the market.
Focus on solving specific problems more effectively, offering quick insights, or providing fresh perspectives. Dive deep into niche topics relevant to your audience to stand out.
That’s a common trend. If you commit to consistency and keep producing quality content, you’ll likely outlast many competitors who don’t stick with it.
Very important. Repurposing your podcast content across social media platforms can significantly expand your reach and engagement, turning one episode into multiple touchpoints.
You can create a blog post, highlight videos for LinkedIn, teaser clips for TikTok and Instagram, and more. This maximizes the value of your original content.
Focus on quality content, consistent publishing, and effective distribution across various platforms. Engaging with your audience and repurposing content will also help increase visibility.