What’s up everyone,

The primary reason people struggle to grow their content is positioning.

Positioning is simply the stuff you talk about.

When you start out, you talk about pretty much everything:

Some business advice, some relationship advice and lifestyle stuff.

Basically everything…

I review over 20 podcasts a week, and I see the same problem happen again and again.

The host has a vague idea for a podcast like ‘startups’.

The show isn’t growing, so the host talks about something entirely different, like ‘endurance running’.

The content blows up around ‘endurance running’ but it has no affiliation to the core subject of startups.

As a result, the host is stuck between a rock and a hard place.

Does he scrap the startup stuff?

Does he go all in on endurance running?

For me, it all comes down to the business model on the backend.

If the host owns a startup accelerator programme, having a bunch of ultramarathon runners will not help, will it?

But if he’s still finding his tribe with no business on the backend, the host can swap entirely.

Over time, as you find your voice and writing style, this should refine to a handful of core topics.

These topics form the foundation of everything you do.

• How you record podcasts
• The guests you source
• The copy you write
• The clips you pull

Here’s a personal example:

​Kickoff Sessions started as a careers podcast. My show helped young people move fast in their careers and get promoted.

I was working for a high growth scaleup at the time, hoping to become CEO of a big boring company one day.

Thankfully, I snapped out of it…

As my interests evolved into entrepreneurship and I built my first proper business, so did my podcast.

On top of that, it’s what the audience NEEDED.

My content grew 10X more by listening to my audience's needs, not only my wants.

Only after recording 75 episodes, looking at the data and feedback, it made sense to change.

Now Kickoff Sessions compliments Voics and Voics compliments Kickoff Sessions.

We’re going to do this for you right now so you don’t have to waste 75 episodes.

The Content Treemap

The Content Treemap is the blueprint of your podcast.

This is everything you need to stay aligned to the goal of your content.

As well as that, everything leads back into the products/services you provide.

That keeps you aligned to the topic. If it doesn’t fit the theme of your products/services, scrap it.

Under the mission of your podcast, identify 3 primary topics you’ll stay aligned to.

For example:

Kickoff Sessions’ category is ‘Online Business’.

The three primary topics are ‘Personal Stories’, ‘Tools & Techniques’ and ‘How To’ guides.

For each podcast, I can lean into pulling stories from the guest, getting actionable insights and simple steps that listeners can implement.

What’s important here is that all of my content should stand in isolation.

If you see a clip on Instagram or YouTube, it should relate back to these core topics.

Having this structured approach removes the guesswork and systematises the process.

You can take it one step further and add subtopics to each topic.

For example:

Under the ‘How To’ topic, this can be subdivided into:

• How to make $10K/month
• How to get your first client
• How to get 10K subscribers
• How to build a personal brand
• How to automate your business

As Hormozi says, “you are only limited by your creativity.”

So get creative and go deep into your topics and subtopics.

The last part is the products and services.

You can look at your podcast like a funnel. Everything you talk about can wrap back around to your products.

When there’s a clear alignment, you build authority in your niche.

Authority builds influence, and it’s inevitable as you grow, people will be attracted to your offer.

Highlight how you can help people through short 15 second ads and a brief description in the show notes.

Don’t overdo it.

As people become a tribe member, they will quickly discover how you can help them.

See you next week internet friends!

Whenever you’re ready, there are 3 ways I can help you:

→Schedule an Introduction Call: Voics is the straightforward podcast agency that creates, markets, and scales your podcast in a “done-for-you” model.

→Podcast Accelerator: Remove the stress, pressure and countless hours of growing a podcast. This comprehensive course will teach you the system I used to grow Kickoff Sessions and record with the sharpest minds in the world.

→Listen to Kickoff Sessions: Learn from 145+ entrepreneurs who have scaled businesses to millions in profit that will help you on your journey.