Finding Your Unique Angle
Welcome to the latest episode of Showmakers. In Episode 3, we discuss a critical aspect of podcast development: finding your unique angle. This is an essential process to ensure your show isn't just another voice in the crowded podcasting space.
The Challenge of a Crowded Space
The explosion of podcasting over the past decade means that it's no surprise that every niche seems oversaturated. But don't let that deter you. Creating a distinct identity is possible—you just need clarity to rise above the noise. Many brand podcasts struggle because they follow generic formats, sounding indistinguishable from one another. To avoid this, your podcast must have a clear and unmistakable angle. This angle serves as your filter, tone, and unique take that makes your podcast a standout.
Three Key Questions to Define Your Angle
To find your unique podcast angle, consider these pivotal questions:
Who Are You Actually Talking To?
Be hyper-specific about your audience. Instead of targeting broad groups like "marketing professionals," narrow it down to "CMOs at B2B SaaS companies who dislike webinars." The clearer you define your audience, the more tailored your content, making it feel personally crafted just for them.
What Can You Say That No One Else Can?
Identify your unique point of view. What insights or data do you have that others don't? Is there a contrarian take or irreverent brand voice that sets you apart? This distinct perspective is what transforms your podcast from being just another conversation to something your audience can't get elsewhere.
Why a Podcast and Why Now?
Consider the urgency and medium. Why should your audience care about your show today rather than sometime in the future? Ensure that the podcasting format is the right fit for your content, capitalizing on audio’s strengths such as storytelling and intimacy.
Success Stories: Podcast Examples That Nail It
Let's explore a few brand podcasts that exemplify clarity in audience and perspective:
Work Life with Adam Grant: This podcast addresses the commonly overdone topic of work through the fresh lens of workplace psychology, not just business tips.
Inside Trader Joe's: Avoiding traditional brand podcast pitfalls, this show dives into the unique culture of the company, offering storytelling, humor, and authenticity without jargon.
A16Z: This venture capital-focused podcast excels by offering deep dives with startup founders on tech trends before they go mainstream, steering clear of surface-level hot takes.
Each of these podcasts answered our three key questions, resulting in specific audiences, sharp points of view, and formats aligned with their messages.
Actionable Steps to Define Your Podcast
Create a concise, one-sentence positioning statement like the examples below:
“A podcast for startup founders who hate hustle culture. We skip the hype and focus on real operating advice."
"A podcast for brand marketers sick of top 10 SEO tips. We break down real case studies from campaigns that actually worked."
"A podcast for product teams building for humans, not just metrics. One conversation per week with people who've built great stuff and learned from mistakes along the way."
If your podcast can't be encapsulated in one sentence, keep refining it. Clarity is key, both for you and your audience.
Conclusion
Finding your unique angle isn't just beneficial - it's essential. Your podcast can rise above the noise by offering something truly original and compelling for your audience. Subscribe to stay updated, and if you found this post helpful, share it with your team or in your marketing discussions. Thanks for being a part of the Showmakers community. Feel free to reach out for free strategy sessions on podcasting. Until next time, happy podcasting!
