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One of the first rules of starting and growing a business is to avoid oversaturated niches. For example, at the beginning of 2024 there were 3.2 million active podcasts, so it might seem logical to run from this medium as quickly as possible.
Fortunately, I never did anything the conventional way – I was more of a “throw spaghetti at the wall and see what sticks” kind of person. This is partly why I started the True Crime Obsessed podcast with Gillian Pensavalle. Against the odds, we managed to grow his paid subscriber base from 500 to 45,000.
For me, this is proof enough that there is room for new creators. Furthermore, despite what some might consider market saturation, there is only one person who can share that unique voice with an audience. I found that there are opportunities to create and enjoy authentic and engaged communities while generating professional credibility and potentially substantial income. It will take hard work, but following my six-step process to grow your subscriber base and keep listeners coming back for more will be a breeze.
1. You do you and only you
There may be several million podcasters, but none of them control your brain – that’s why it’s so important to be authentic. Regardless of the type of material the show covers, it’s vital to bring your background and experience to the microphone.
I knew from the start that the actual podcasting niche was insanely oversaturated (there are no fewer than 23,000 on Podchaser), but I jumped in anyway because mine deviated from the traditional. Rather than rehearsing or scripting things like many hosts do, “TCO” is simply me and Gillian spontaneously discussing the case after we’ve researched it.
The lesson here is that it is essential to take the time to think about your talents, background and experience and use them to create something unique. Simply put, be the unicorn in the herd of horses and don’t worry about your “voice” too soon. It comes naturally.
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2. Who are your people?
No podcast can appeal to everyone, so don’t try. Instead, target those who tend to gravitate towards your content.
At first, these demographics will likely be difficult to ascertain. When I started TCO, our subscriber base (I prefer to call them our “fam” because it’s such a great community) grew naturally. Later, we started to pick up on trends (for example, our appeal among the LGBTQIA+ community) and build on those areas.
At first, you may not know your age, income, and gender breakdown, and that’s perfectly fine. Instead, consider who these people really are and what they care about. What are their social causes? What keeps them up at night? what don’t they like?
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3. Find co-hosts and a team that adds value
It’s always nice to have people around who compliment you, but even more important are those who complement you. The right co-host will spice things up with a different perspective, and as the show grows, you’ll probably want to add even more team members.
Contrasting skill sets are the key ingredients here. Gillian and I are able to work harmoniously because she is a great articulate while I am the “reactor”. While our skill sets overlap, our conversational styles contrast nicely.
Once you find a potential co-host, do a few unaired episodes together to see how things are going. You will know instinctively if there is chemistry.
4. Offer exclusive and compelling content
Unsurprisingly, the most important ingredient for building a subscriber base (and its revenue) is content. It just has to be irresistible – it’s non-negotiable. And on top of that stellar content, you have to offer additional material that’s exclusive to subscribers. I’ve found this to be the most effective way to turn casual listeners into super fans.
Most true crime shows offer one exclusive episode per month to paid subscribers. However, I decided to do another feature-length bonus episode every week, which turned us into a routine part of subscribers’ lives. Another option is to offer additional bonus content to subscribers at different membership levels.
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5. Commit to your community
The need to belong and be surrounded by like-minded people is part and parcel of human nature. To really take your podcast to the next level, it’s vital to build and connect with your audience, as well as give them a forum to connect with each other. Listeners want more than an hour-long episode; many want to interact with other listeners and chat, so we’ve created a Facebook group to make that possible.
6. Prove you’re human
Digital communities are fantastic, but you’ll also want to provide the core – poke your head into the real world every once in a while. For example, we noticed that TCO fans were forming regional meetings, so I started attending them. Consider that and/or hosting live performances and meet and greets.
While you’re busy building a family, remember to continue to embrace authenticity. Stay active on your social media accounts and don’t just post podcast related stuff. I like to show my personal side on Instagram, for example—whether it’s photos of me out and about or a video of me poking fun at how I once helped Taylor Swift not fall off the stage during Saturday Night Live. (Yes, that happened!)
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These steps can help you achieve podcasting success, but keep in mind that occasional discomfort is another and necessary part of the journey. I believe that failure is something to be cherished. If you didn’t succeed, it means you tried – you took a chance and showed yourself.
So don’t be afraid to throw spaghetti at the wall and see what sticks.