Show positioning
Show positioning is the deliberate choice of what your podcast is about, who it serves, and how it differs from every other show your buyers could listen to. Strong positioning makes the show instantly understandable and gives a clear reason to subscribe.
For example, rather than a generic marketing podcast, a brand positions its show as the one place B2B demand-gen leaders hear how peers actually spend their budgets, which sets it apart in a crowded space.
Why it matters: a clearly positioned show cuts through the sea of look-alike B2B podcasts, attracts the right buyers, and gives them a sharp reason to keep listening.
Clear positioning lets a stranger understand who the show is for and why it is different within one sentence.
- Positioning the show around the company instead of the buyer.
- Sounding interchangeable with every other show in the category.
- Changing positioning constantly so nothing sticks.
What is show positioning?
Show positioning is the deliberate choice of what your podcast is about, who it serves, and how it differs from every other show your buyers could listen to. Strong positioning makes the show instantly understandable and gives a clear reason to subscribe.
How is show positioning different from a podcast name?
Positioning is the underlying strategic choice of audience, angle, and differentiation; the name is one expression of it. You decide positioning first, then craft a name and description that signal it.
How do you find a differentiated angle for a B2B show?
Look for the intersection of what your ICP urgently cares about, where you have unique insight or access, and what competing shows ignore or do badly. The sharper that intersection, the stronger the positioning.