Choosing a Niche That Aligns with Your Passion and Expertise

Jamie Kennedy
Jan 18, 2024
12 min read

Updated: Jun 8

A person wearing headphones and exercising — Mastering Your Chosen Podcast Niche

Hi, I’m Jamie Kennedy, Executive Podcast Producer at Brave Moon Podcasts. In this episode, I share a deeply personal story about how a family crisis led me to the world of niche podcasting. The experience taught me the power of focusing on a specific audience, something I now apply to every podcast I produce.

As the podcasting landscape grows, the importance of niche podcasting has become clear. Just as I sought a therapist who truly understood my struggles, podcasters should focus on serving a targeted group of listeners. By narrowing your focus, you’ll connect deeply with your audience, reduce competition, and increase opportunities for monetization.

Whether you’re new to podcasting or have an existing show, niching down is essential to growing your audience and business. Stick around for my five hacks for identifying and launching a niche podcast!

In this episode, we talk about…

How a personal crisis led to the discovery of the power of niche podcasting.
Why niche podcasts are more effective in connecting with specific audiences and reducing competition.
Five practical tips to help you in choosing a podcast niche.

Transcribed Podcast Episode

In 2018, I woke up to a slew of calls and texts about my dad suffering a stroke. Living in Sydney, Australia while my family lives in California, USA, the time zone difference meant that I was hours late in finding out about it. I still remember the panic that gripped me in these few moments as I called my stepmom to ask what happened. Thankfully, he was still alive but in the ICU and couldn't speak or use his limbs properly. But they had no idea what was wrong with him.

The next thing I knew, my husband Jason had booked me a flight home. I packed my suitcase with too many pairs of underwear and not enough shirts, but it didn't matter because I found myself on a plane a mere few hours later. It was the scariest 15 hour flight of my life, having no way to check in to see if he was still alive. When I landed, I discovered he was still alive and there had been severe swelling in his brain that the doctors had been able to lessen.

He still couldn't speak or use some of his limbs properly, but he was alive. I rushed to the hospital and held his hand and I let him know that he was my best friend and I couldn't imagine life without him. The next few days were an absolute blur. They had discovered a tumor in his brain and so he was transferred to a different hospital for brain surgery. We wouldn't know what the tumor was fully until the doctor operated on it.

I vividly remember sitting next to my dad, playing a kirtan song that symbolized protection while we waited for him to be wheeled away in the hospital bed. We had no idea if he would come out of that surgery alive. After the longest six hours of my life, the doctor came out to let us know that he had made it. It had been a bacterial infection that had started to swell, causing the severe reaction.

The doctor was able to clear the tumor out and even though my dad's road to recovery was extremely long after this, it was ultimately considered an outcome we could have only dreamed of. I returned home to Sydney a week later, but the nightmares continued. Every morning I would wake up so fearful yet desperate to reach for my phone to make sure that everyone was okay back home. For months I had anxiety and depression, unable to handle the pressure of knowing I might lose a parent or someone else important to me.

My health was out of whack and I just felt awful every day. So I started searching for a therapist, but I didn't just want any therapist. First, I looked locally because I wanted to do the sessions in person. Second, I started honing in on their specialty, therapists who specialized in anxiety and trauma because I didn't want to go to just any therapist.

I wanted to go to a therapist that understood what I was going through that could help me and the exact issues that I was facing. And that, my friend, is exactly what I'm talking about when it comes to niche podcasting. It's the act of going from generic to specific, where you become everything to someone rather than something to everyone. More and more, podcasters are understanding how important a niche is for podcasts, and it's time you do the same.

Whether you have an existing podcast or haven't launched yet, it's always the right time to niche your podcast.

Thank you for joining me today. I'm Jamie Kennedy, Executive Podcast Producer at Brave Moon Podcasts. We've produced podcasts for Virgin Active Health Clubs, Functional Training Institute, Wellbeing Coaches and Speakers, and many more. I'm including all of the insider secrets I've learned along the way being a podcast producer for some of the top health and fitness brands on the charts today. So whether you're a small business owner, health and fitness professional, or a wellness enthusiast looking to boost your brand through podcasting, this podcast is for you.

For a comprehensive list of the equipment and software my clients use, head to my website and grab my free start a podcast guide. I've condensed months of research into this guide, offering you the industry's best choices. Download it today, the link is in the show notes.

The world of podcasting is vast and diverse, with about four million shows that cover almost every topic imaginable. To stand out in this crowded landscape, finding your niche is not just a suggestion, it's a necessity. Now, four million shows might not seem a lot compared to how many YouTube channels there are or how many Instagram accounts there are, but podcasts are especially unique in that a listener spends so much more time with you than they devote to a social media influencer.

Whereas you'll grab the attention of a viewer on YouTube for an average of two and a half minutes, you can capture the attention of a listener on a podcast for an average of 27 minutes. That's incredible. But it also means you have to think about what the listener wants. And the listener wants to devote that time and energy to a podcaster that fits them, that speaks directly to them. And that is why there's a push towards niche podcasts.

So what benefits can you reap from narrowing down your focus? Well, let's dive into the reasons behind the trend and explore how niche podcasting can transform your content creation and audience engagement. Stick around because at the end of the episode, I'm going to give you a free resource that will help you brainstorm and discover the perfect niche for your podcast. One of the primary advantages of having a niche podcast is the ability to connect with a specific target audience.

If you're a health and fitness professional with a product or service to sell, such as a bootcamp, online workout classes, or a nutrition plan, et cetera, more than likely you're looking at this podcast as a marketing opportunity to speak to your target audience. And perhaps you've already niched your target audience in your business because instead of trying to appeal to a broad and diverse group that may never find you in a saturated market, narrowing down your focus allows you to speak directly to individuals who share a common struggle, belief, interest, or trait.

This targeted approach increases the likelihood that your content will resonate with listeners on a deeper level. And when people find a podcast that speaks specifically to them, they are more likely to become loyal subscribers and engage with your content consistently.

A niche podcast also helps you reduce the competition because the podcasting landscape is competitive and generic topics often face fierce competition for listeners' attention. By carving out a niche for your podcast, you can significantly reduce competition in your specific area of interest. This not only increases your chances of being discovered, but also positions your podcast as the go-to source for expertise in that particular niche.

As a result, you'll find it easier to establish yourself as a thought leader or influencer within your chosen domain. Speaking of which,

niche podcasts also allow you to showcase your expertise and passion for a particular subject. As you consistently produce high quality content within your niche, you naturally build authority and credibility amongst your audience. Listeners are more likely to trust and value the insights of a podcast host who demonstrates in-depth knowledge of a specific topic.

This trust can extend beyond your podcast, influencing your audience to seek your expertise in other forms such as a paid product or service you offer. And speaking of money, money, money, money, niche podcasts open up unique opportunities for monetization. When you have a dedicated and engaged audience interested in a specific topic, advertisers and sponsors targeting that niche are more likely to partner with you.

Advertisers appreciate the targeted reach that niche podcasts provide making it an attractive platform for promoting products or services. Additionally, listeners of niche podcasts are often more invested in the content, increasing the effectiveness of sponsored messages. In fact, 65 % of podcast listeners have said they've bought a product or service based on a podcast episode they listen to. Most people think if they narrow down their podcast to quote unquote, one tiny topic or niche, that they will get bored and run out of things to talk about.

I promise that is not even close to the case. In fact, narrowing your podcast's focus to a niche allows you to explore your passions and interests so much more deeply. When you create content about something you genuinely love, it not only comes through in your delivery, but also fuels your creativity. Podcasting about a niche that you are passionate about can transform the recording process from a chore into an enjoyable and fulfilling experience.

This enthusiasm is contagious and can captivate your audience, making them more likely to share your podcast and become ambassadors for your brand. And remember that just because you're narrowing down your podcast to a specific niche doesn't limit the possibilities of what to talk about. Let's say, for example, you're a nutritionist that focuses on women with IBS. You can still talk about anything nutrition related.

From understanding macros, the importance of a balanced diet, calorie talks, nutritional science, sports nutrition, gluten-free, paleo, dairy-free, all of the above. You just get to give it a twist, talking about everything related to that topic as it pertains to a woman with IBS. Essentially teach them everything you know about a topic, but cater it to the struggles and how to overcome their exact pain points within that topic.

I don't know about you, but I would so much rather listen to a nutritionist who understands exactly what my body is going through than a nutritionist that's just trying to speak to every single topic in general. I don't want to hear about what a nutritionist thinks about a macros diet for men. I want to hear what they have to say about me as a woman with IBS symptoms.

When you speak to a target audience specifically, as if you know them, as if you hear and see them, their loyalty toward you will grow immensely. And building a sustainable podcast requires a dedicated and engaged audience over the long term. These podcasts have a better chance of achieving this sustainability because they cater to a specific group of people with shared interests.

While broad topics may experience a surge in popularity initially, they often struggle to maintain consistent growth and audience retention. A niche podcast, on the other hand, can cultivate a loyal fan base that continues to grow steadily over time. This fan base quickly becomes a community. In fact, a niche podcast encourages stronger community engagement.

Listeners who share a common interest are more likely to participate in discussions, provide feedback, and become active members of their podcast community.

This interaction not only enhances the overall listening experience, but also provides valuable insights into your audience's preferences. Understanding your audience on a deeper level allows you to tailor your content to meet their specific needs, creating a mutually beneficial relationship.

Here's my five hacks for you when looking to carve out your niche.

Hack number one. When creating your niche, start with figuring out what your target audience's biggest struggles are.

What keeps them up at night? What stresses do they experience daily, weekly, monthly? Hone in on the biggest one and let that be your guide in coming up with your niche. For example, if you're a yoga instructor whose target audience is busy moms with a nine to five, your podcast niche could easily become meditation for busy moms or mindfulness lessons for busy moms.

Hack number two. Bring in experts or influencers within your chosen niche for interviews or collaborative episodes.

Think outside the box. If your podcast is mindfulness lessons for busy moms, like I just mentioned, consider bringing on a nutritionist who specializes in helping moms with meal plans and talk about mindful eating. How good would that be? Or a psychologist who specializes in stress and talks about ways to reduce stress daily. I could use that.

Bringing on these guests will not only add credibility to your podcast, but also will expose your podcast to a wider audience. In fact, I just heard a stat the other day, something like 65 % of podcast listeners find a new podcast to listen to through podcasts that they listen to. Meaning, guest experts get brought on, talk about their own podcast, and then podcast listeners follow them to find them on their podcast as well. Pretty cool.

Hack number three. Poll your people.

This is a great technique to do on Instagram stories or polls. Start by asking a simple question to your community. If you don't have a strong platform already, that is a okay. Go into a Facebook group that has your target audience inside. How do you find these groups? Simply go to Facebook groups and search for your target audience and add yourself to these groups.

Then you can go in and you can ask a simple question. For example, quote unquote, people with IBS, what's the next topic I should cover on my podcast? Then give them three options or try quote unquote, people with IBS, what's your biggest daily struggle? Then give them three options. This will help you directly understand your audience and not to mention it will help them feel more seen and heard, which is a win win.

Hack number four. Stay updated on your niche trends.

So covering the latest in health and fitness ensures your content remains relevant and resonates with your audience. Ways to do this are by following industry leaders and influencers in a similar niche to yours, setting up Google alerts relating to your niche topic, as well as check in on social media platforms.

Other places to check out are tools like SEMrush, Google Trends, and Ahrefs. I hope I said that right. I'll include links to those in the show notes. Don't forget that talking about those trends will get you ranked higher in listening apps searches. So for example, if there's a niche trend, wearable fitness technology is exploding right now, right?

So that becomes a niche trend. And if you create an entire episode around this wearable tech trend, every time a new listener searches for a podcast episode about wearable tech, yours is going to pop up. Pretty cool, huh?

Hack number five. Engage with niche communities, such as I mentioned earlier, like Facebook groups and also places like Reddit.

Can't find a niche community that exists for your particular niche?That's okay, start one yourself. In fact, I recommend doing that no matter what because this helps create a place for you as a podcaster to connect with your listeners outside of the podcast. Getting to know them in these spaces will allow for a deeper sense of connection and community and will also help you choose the right topics they'll love.

For example, you might know by now, but I have a Facebook group for podcast hosts and podcast guests to come together and play off of each other and be featured on each other's podcasts within the health and fitness space.

All in all, the trend toward niche podcasts is not just a fleeting phenomenon. It's a strategic move that can elevate your podcast to new heights. Whether you're a seasoned podcaster looking to refine your content or a newcomer preparing to launch, embracing a niche will set you apart in the competitive world of podcasting.

Now I mentioned at the beginning of the episode that I was going to give you a free resource. So here it is. On my website, you'll find a free podcast niche name and strategy brainstorming worksheet. Carve out some time in your week, download this free guide and fill it out.

If you put in a little time, it will help you hone in on your podcast niche and will make a huge difference. This is the exact niche worksheet that I personally use for my podcast and all of my podcast clients use it as well in order to establish their podcast niche.

And there you have it. Thank you again so much for joining me on your podcasting journey. Don't forget to subscribe. And if you enjoyed this episode, please leave a five star review. It helps people like you find this podcast as well.

Until the next episode, keep those conversations flowing and keep being the amazing powerhouse that you are. And as always, remember that consistency, authenticity and promoting your podcast are key to your success.