Positioning is a marketing concept that refers to the way a business or product is perceived by consumers in relation to its competitors.
In the context of growing a podcast, positioning is a core part of your differentiation strategy and can be a powerful tool for attracting and retaining listeners.
By carefully crafting the positioning of a podcast, a podcast creator can differentiate their show from the competition and appeal to a specific target audience.
Positioning Your Podcast to Fill a Gap
One way to leverage positioning to grow a podcast is by identifying a niche or gap in the market and positioning the show to fill that need.
For example, if there are already several podcasts about business and entrepreneurship, but none that focus specifically on the experiences of women in these fields, a podcast that positions itself as a resource for female entrepreneurs could differentiate itself from the competition and attract a loyal audience.
Positioning Your Podcast Based on Tone
Another way to leverage positioning is by defining the tone and style of the show.
A podcast that positions itself as a source of lighthearted and entertaining content, for example, could appeal to a different audience than one that positions itself as a serious and informative resource.
By defining the tone and style of the show, a creator can attract listeners who are specifically looking for that type of content.
Positioning Your Podcast Based on Target Audience
The target audience of a podcast can also be a key aspect of its positioning.
By identifying the demographics, interests, and needs of a specific group of listeners, a creator can tailor the content and marketing efforts of their show to appeal to that audience.
For example, a podcast targeting busy professionals might focus on providing quick, actionable tips and insights, while a podcast targeting parents might focus on family-specific issues and concerns.
Reinforcing Your Positioning Through Branding
In addition to the content and style of the show, the branding and marketing efforts of a podcast can also play a role in its positioning.
A podcast with a visually striking logo, website, and social media presence, for example, can create a strong brand identity and differentiate itself from the competition.
Similarly, the way a podcast is promoted and advertised can impact its positioning. For example, a podcast that relies heavily on social media marketing might position itself as a modern and tech-savvy show, while one that relies on more traditional forms of advertising might position itself as a more established and reputable resource.
In summary, positioning is an important consideration when it comes to growing a podcast.
By identifying a niche or gap in the market, defining the tone and style of the show, targeting a specific audience, and building a strong brand and marketing strategy, a creator can differentiate their show from the competition and attract a loyal and engaged audience.