Episode 293 | Insider Secrets to a Top 100 Podcast | Courtney Elmer

Launching a Top Podcast in an Unlikely Niche: Risky Move or Brilliant Strategy?

Worried that your podcast idea is too niche? Or maybe you're convinced your ideal audience doesn't really listen to podcasts? Well, that just might be the sign you need to go all in. In this episode, I sat down with Laura Brazan, a fellow top podcast host who launched her show in a niche that doesn't even listen to podcasts—and crushed it. Laura broke into the Top 100 across the US, UK, and Australia, proving that with the right approach, even the most unlikely podcast niches can thrive. Breaking into the Top 100 across the US, UK, and Australia, Laura shares how she turned a personal need into a movement while tackling every tech challenge along the way.

So if you’ve ever doubted your ability to start a podcast from scratch but believe you have a message worth building a movement around, keep reading. This one's for you. 

How to Break into the Top 100 with Your Podcast (Even Without a Big Audience)

If you think breaking into the Top 100 requires a huge following or a well-funded marketing campaign, think again. Laura proved that with a targeted approach, a small, loyal audience is all you need. The key? She started with her listener in mind. She shared her secret: “I started with the end result in mind, focusing on what my audience needed, and built everything for them.”

It’s time to stop following outdated advice about “creating a podcast you’re passionate about.” Yes, you need to love your topic — but your podcast isn’t for you. Laura was passionate, but she didn’t just rely on that. Instead she built a strategy and focused on solving a real problem for her community, and then built everything from there.

“When I first launched, I didn’t expect to hit the Top 100,” Laura said. “But I kept focusing on my audience, not on growing the numbers.”

So, if you’re wondering how to break into the charts, take a page from Laura’s playbook: “I stuck with the plan, listened to the advice, and did the work. When you do that, the followers — and the recognition — will come.”

How to Turn Your Podcast into a Community (Even if You’re Not Selling Anything)

Any podcast expert will tell you that if you want to monetize your podcast, you need to build a loyal audience first. When she started her podcast, Laura didn’t have anything to sell. But she still created an incredibly loyal following of grandparents raising grandchildren. Laura tapped into a real, unmet need in her community, and that is what drew people in. By creating a space where people could find support and connect, her community started building itself. 

So, if you’re wondering how to create your own podcast community, ask yourself this: What problem am I solving for my listeners? If you can answer that in one sentence or less in a way that makes people’s eyes light up when you tell them, you’re already on your way to building something real and meaningful whether you have a product to sell or not.

Why the Tech Side of Podcasting Might Be Easier Than You Think

Laura, who once considered herself “the least tech-savvy person on the planet,” realized that tech wasn’t the obstacle — it’s how she was thinking about it that was holding her back. And she’s not alone. The tech side of podcasting intimidates a lot of people. A decade ago, podcasting tech was a nightmare. Today? It’s as simple as plugging a mic into your computer, just like plugging a charger into your phone.

Laura’s secret? She took it one step at a time. From creating her first email list to mastering podcasting software and recording setups, Laura didn’t let the tech overwhelm her. Instead, she told herself, "I can learn this," and guess what? She did.

The reality is, there was a time when no one knew how to use a computer. There was a time when cell phones were a radical idea. And AI? It was once a figment of our imagination. Yet now they’re indispensable parts of our everyday lives. So, it’s not the tech that’s complicated — it’s the stories we tell ourselves about it. If you learned how to use a computer or make a call on a cell phone, podcasting tech is another tool you can master. (In fact, this blog post by my friends at Buzzsprout will help you get set up faster than you can say “Testing 1, 2, 3.”)

The One Thing Keeping You From Getting Bigger Results with Your Podcast

Here’s the problem: too many podcasters start out thinking they can just “wing it.” They believe that as long as they’re passionate about their topic, listeners will magically appear and downloads will roll in. But starting a top podcast isn’t as simple as hitting "publish" and hoping for the best. If you think you can just "figure it out" as you go, you’re setting yourself up for a lot of wasted time and disappointment.

Laura didn’t get into podcasting hoping for a quick payday. She had a vision to serve her community, and she used that as her motivation to get started and keep going. She launched her show because she had a deep desire to help a specific group of people. She listened to her audience and sought to build something with real value.

So, ask yourself: What’s your real goal here? Is it just to get more followers and feel popular, or are you building something that drives real results for your business? If you're focused on vanity metrics like viral moments or booking “big-name” guests, you're missing the point. Instead, focus on creating valuable content that solves a real problem for your listeners and positions your podcast as a tool to grow your business. That’s how you make an impact and see true, measurable success.

If you’re ready to stop playing the “hoping and waiting” game and start building a top podcast that actually helps you grow your business, let’s talk. Book a free strategy call with my team to find out if you’re a fit for PodLaunch® — we’re here to help.

Or if you’re just here for the content and want more free advice on starting a podcast, growing a podcast, and turning more of your listeners into clients, hit “Follow” for Insider Secrets to a Top 100 Podcast on your favorite podcast app so you never miss a new episode.

Up Next

What if you knew how to make your podcast pop up in the top five search results on Apple or Spotify? In the next episode, I’m showing you how to do it with an underdog discoverability strategy that’s quietly changing the game for podcasters. You’ll learn how to find the right keywords and use them to dominate search results. so you can get your show in front of the listeners already searching for a podcast like yours. Ready for a bingeworthy top podcast that gets found by new listeners every day? The next episode is for you.