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Killer Concept | The Dark Art of Crafting Category-Winning Podcasts

Killer Concept | The Dark Art of Crafting Category-Winning Podcasts

Written by: Jeremy Enns | Podcast Marketing Academy
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About this listen

 Before you hit publish on your first episode, your podcast's potential—for both growth & revenue—has already been determined. How? Your show's concept. Your show concept is the source code, the DNA, determining exactly how (and if) your show will grow, who it will attract, and what opportunities it has the ability to unlock for you and your business. A killer concept is easy to market and effortlessly attracts listeners, clients, customers, and sponsors, amplifying every hour and dollar you invest into marketing it. A dull, boring, weak, or generic concept? That sets you up for a long, hard slog of working harder than you need to to generate growth and revenue. And yet, almost no one teaches the importance (or the process) of developing marketable show concepts, meaning the vast majority of shows are doomed to a lifetime of struggle before they ever hit publish. The goal of this show is to change that. In every episode of Killer Concept, I'll start with a generic topic—the kind there are already dozens of same-y copy-cat shows about—and step-by-step, walk through the process of developing a promising idea into a must-listen show. Together, we'll develop shows on parenting, business, creativity, life advice, aging, health & fitness, and more. Along the way, you'll learn the repeatable process you can apply to your show—whether you're prepping to launch or have produced 500 episodes—to make it more marketable, profitable, and fun to create. New episodes drop monthly. The show is created by me, Jeremy Enns, the Founder of Podcast Marketing Academy. I'm also the writer of the Scrappy Podcasting Newsletter, host of two other podcasts about podcasting—Roast My Podcast & Podcast Marketing Trends Explained, and creator of the annual Podcast Marketing Trends Report.© 2025 Counterweight Creative LTD.
Episodes
  • Good Enough | Designing a Concept for a Successful Coach Looking to Raise Her Profile

    Good Enough | Designing a Concept for a Successful Coach Looking to Raise Her Profile
    Jan 30 2026
    Imagine you’re a coach with a successful business but are looking to level things up. You’ve got clients and a small but mighty audience, and you’re now aiming bigger. Like book deal bigger. Movement starting bigger. Next Brené Brown bigger. You’re ambitious, smart, and have some time and resources and creative bandwidth to do a podcast right. So what do you do? In this episode of Killer Concept, we’ll explore how our hypothetical host, “Sarah,” could design a podcast concept to blow up her business from “well-kept secret” to “unignorable phenomenon”. Resources Submit your vote for this show concept Podcast Hook Stacking Guide The Infinity Loop Podcast Strategy - Subscribe to the Scrappy Podcasting newsletter for daily 2-min podcast growth & revenue generation ideas. Subscribe to Roast My Podcast, where in every episode we tear down a different podcast’s packaging to help them (and you) improve their listener acquisition. Subscriber to Podcast Marketing Trends Explained (Audio Only | YouTube), where in every episode, we unpack one piece of podcast marketing data to help you grow faster by focusing on what matters and ignoring what doesn’t. Podcast Marketing Academy
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    1 hr and 3 mins
  • Welcome to Killer Concept

    Welcome to Killer Concept
    Jan 19 2026
    What exactly makes a podcast grow? Some people think it's the right social media or promotion strategy. Others think you need a budget for ads and hiring. Others suspect it requires a famous face or well-known brand or network behind you. And then there's the classic bit of advice that if you just stay consistent and keep publishing long enough, eventually your show is bound to gain traction and maybe even take off. The truth is that while all of these things can help, none of them are enough to grow a show. Because when it comes to growing a podcast, almost the only thing that matters is the strenght and hookiness of your show concept. Get it right and all your marketing tactics, no matter how poorly executed, will work wonderfully. Get it wrong, and no matter how hard you market, or how big your budget, you’ll always struggle to grow. So what exactly makes a great (highly growable) show concept? That’s where this show comes in. On every episode of Killer Concept, we’ll take a generic show idea and develop it into a must listen show. Along the way you'll learn what exactly makes great concepts tick and how you can apply these principles to your own show to crank up your growth, make your show infinitely more attractive, and start seeing some real returns from your podcasting investment. Resources Subscribe to the Scrappy Podcasting newsletter for daily 2-min podcast growth & revenue generation ideas. Subscribe to Roast My Podcast, where in every episode we tear down a different podcast’s packaging to help them (and you) improve their listener acquisition. Subscriber to Podcast Marketing Trends Explained (Audio Only | YouTube), where in every episode, we unpack one piece of podcast marketing data to help you grow faster by focusing on what matters and ignoring what doesn’t. Podcast Marketing Academy
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    5 mins
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