The term "outside thinking" may sound like corporate jargon, but it's a concept of paramount importance in the podcasting world. It's all about shifting perspectives from an insider's view of your product to understanding what the listener really wants. Let's dive deeper into the difference between inside and outside thinking, how it applies to podcasting, and the actionable strategies you can employ to make your brand resonate with your audience.
Inside vs. Outside Thinking
Inside Thinking: This occurs when you are too closely tied to your product or brand. An example in podcasting would be assuming that everybody knows about podcasting, while research shows it's still in its early stages.
Outside Thinking: Here, you adopt the perspective of your listener, recognizing that your podcast is not the center of their universe but can still occupy a significant place in their lives.
Content or Branding: The Keys to Success
Is content king, or is the combination of content and branding the true ruler? Both are essential. A podcast with fantastic content but lackluster branding will perform poorly, and the reverse is equally true. Unlike well-known platforms like McDonald's or YouTube, "podcasts" don't bring a specific platform to mind for most listeners. Both branding and content must be given equal attention to succeed in this space.
Top-of-Mind Brands in Podcasting
While listening to a podcast, listeners aren't thinking about the hundreds of thousands of other podcasts. They think of recognizable names like Joe Rogan, Serial, The Daily, My Favorite Murder, and others. When asked about podcasting platforms, NPR and Pandora often top the list. These platforms have yet to develop categories, leading to a challenge in solidifying one's brand.
How to Solidify Your Brand: A Step-by-Step Guide
Develop Your Pitch:
Create a Descriptive Tagline: Keep it short, sweet, and to the point, like Malcolm Gladwell does with Revisionist History.
Make Your Show Searchable: Focus on SEO strategies and unique titles, benefiting from Google's podcast-friendly search features. Mnemonic devices and jingles can solidify your show in the listener's mind.
Maintain a Consistent Structure: Implement recurring segments, guests, and benchmarks to meet listener expectations.
Devise an Advertising Strategy: Utilize traditional and social media, buy ads on similar podcasts, encourage reviews, and optimize keywords.
Avoid Prelearned Interference: Stick to the theme you've created, taking into account the preconceived notions a new listener might have about your podcast.
Research the Competition: Study those doing well in your space to learn what they are doing right.
Conclusion: Building an Impression that Lasts
Creating a brand in the podcasting world is an uphill climb, but it's one that levels off with tenacity and adherence to the principles outlined above. By understanding the importance of outside thinking and implementing these strategies, you can build an impression with your listeners that will last a lifetime.
By focusing on outside thinking, you put the listener's perspective at the forefront, ensuring that your content and branding align with what your audience truly seeks. This understanding, coupled with a well-crafted approach to solidifying your brand, will pave the way to a successful podcast that resonates with your audience and stands out in the ever-growing podcast landscape.