With over 3 million podcasts competing for ears, "another podcast about [topic]" won't cut it. Here's how to carve out your unique space.
The Positioning Problem
Most podcast ideas start the same way:
- "I want to do an interview show about entrepreneurship"
- "I'm thinking of a true crime podcast"
- "Maybe a comedy podcast where we talk about pop culture"
The problem? So does everyone else.
Without clear positioning, you're fighting for attention in an ocean of similar shows. But with strategic positioning, you can become the obvious choice for a specific audience.
What Is Podcast Positioning?
Positioning is the art of defining how your podcast is different from and better than alternatives for your specific audience.
It answers the question: "Why should someone listen to YOUR show instead of the hundreds of others covering similar topics?"
The Positioning Playbook
Step 1: Map the Competition
Before you can stand out, you need to understand what you're standing out from.
Action: Find 10-15 podcasts in your general topic area. For each, note:
- Their main angle/hook
- Their target audience
- Their format and tone
- What they do well
- What's missing or could be better
Step 2: Find the Gaps
Look for patterns in what's NOT being done:
- Audience gaps: Who's being underserved?
- Format gaps: What styles aren't being tried?
- Angle gaps: What perspectives are missing?
- Depth gaps: Is everyone going surface-level when deep dives are needed (or vice versa)?
Step 3: Define Your Unique Angle
Your positioning should fit this framework:
"The only [type of podcast] that [unique approach] for [specific audience] who want [specific outcome]."
Examples:
- "The only business podcast that shares complete financial breakdowns from founders who've failed, for first-time entrepreneurs who want to learn from others' expensive mistakes."
- "The only true crime podcast that focuses exclusively on solved cold cases, for listeners who find closure more satisfying than mystery."
Step 4: Test Your Positioning
Ask yourself:
- Is it specific? Could someone immediately know if this is for them?
- Is it different? Would it stand out in a list of similar podcasts?
- Is it sustainable? Can you deliver on this promise for 100+ episodes?
- Is it true to you? Does it align with your genuine interests and expertise?
Positioning Traps to Avoid
❌ The "Better Quality" Trap
"We'll just be a better version of existing shows" isn't positioning—it's wishful thinking.
❌ The "Everything for Everyone" Trap
Trying to appeal to everyone means resonating with no one.
❌ The "Copying Success" Trap
Replicating what works for others ignores that their positioning is already taken.
❌ The "Trend Chasing" Trap
Building on temporary trends creates temporary podcasts.
Real Positioning Examples
Generic: A marketing podcast for small business owners
Positioned: "Marketing for Makers—practical marketing strategies specifically for handmade product businesses, from someone who grew a pottery business to $500K without a single Facebook ad."
Generic: A podcast about personal development
Positioned: "Unglamorous Growth—the personal development podcast that focuses on the boring habits that actually work, for people tired of productivity hacks and morning routines."
Your Positioning Statement
Complete this exercise:
1. My podcast is for: [Specific audience]
2. Who are trying to: [Their goal or struggle]
3. Unlike other podcasts that: [What competitors do]
4. My show: [Your unique approach]
5. Because: [Why you're credible/qualified]
Now combine them into one clear statement.
The Payoff of Strong Positioning
When your positioning is dialed in:
- Content creation gets easier – You know exactly what fits
- Marketing becomes more effective – You can target precisely
- Collaboration opportunities appear – Others see your unique value
- Monetization makes sense – Your audience has clear needs you can serve
Ready to develop your podcast positioning? Our Podcast Strategy Generator walks you through defining what makes your show unique.
