In this episode of Recorded Content, acclaimed marketer and podcaster Christopher Lochhead, known for his shows ‘Follow Your Different’ and ‘Lochhead on Marketing’, emphasizes the importance of “niching down” in podcasting. He argues that this approach allows creators to become indispensable to a specific audience, offering unique value and standing out in the crowded marketâ€‹.
Lochhead’s work centers around category design, a strategy for carving out a unique niche that ties all his content together. He asserts that it’s more effective to stand out by being different than by trying to be better. Niching down early in your podcast’s life not only sets the stage for future expansion but also addresses a specific problem or need, making your podcast matter to someoneâ€‹â€‹.
He extols the virtues of authentic dialogue podcasts over heavily edited interview podcasts, arguing that the former presents a genuine conversation unmarred by manipulationâ€‹1â€‹. He also encourages creators to share their authentic opinions, even if they are controversial. This authenticity extends to handling negative reviews: acknowledging that your podcast isn’t for everyone can be a sign of success rather than failureâ€‹.
Lastly, Lochhead asserts that podcasts are invaluable learning tools that tackle the exponential increase in data and information we face daily. The more specific a podcast, the easier it becomes for the audience to filter the informationâ€‹â€‹.