Defining Your Podcast’s Niche in the Scottish Business Ecosystem
If you haven’t already grabbed your free copy, you can get our comprehensive guide to starting a successful business podcast here.
And if you’re still pondering starting your own business podcast, have a look at our reasons for doing so.
Once you know why a Scottish business podcast makes sense, the next step is focus.
The podcasts that last are not the ones that try to speak to everyone. They are the ones who speak clearly to someone.
In a world of endless choice, relevance beats reach every time.
Scotland offers strong, natural niches
Scotland’s economy combines long-established strengths with active innovation. Several sectors consistently produce strong stories.
Digital and technology businesses span artificial intelligence, cybersecurity, gaming, and software development. Scotland produces strong technical talent and an increasing number of high-growth companies.
Fintech remains concentrated along the Edinburgh-Glasgow corridor, employing thousands and driven by regulation, investment, and product development.
Renewable energy and the wider energy transition place Scotland at the forefront of Europe. Offshore wind, hydrogen production, and clean technology are reshaping communities and balance sheets.
Creative industries continue to blend cultural heritage with modern digital output.
Food and drink, particularly whisky, remain central, with sustainability now shaping production and export strategy.
Life sciences and professional services benefit from strong research links and business support.
These sectors are not categories. They are people navigating change, making decisions, and solving problems.
Narrowing focus builds trust faster
Narrowing focus builds trust faster
A podcast about sustainable whisky production speaks to a very different audience than one about early-stage software founders.
A show focused on women in Scottish technology creates a different context to one about rural entrepreneurship.
General business podcasts already exist. Focused podcasts become useful.
For example, a programme centred on fintech across Edinburgh and Glasgow can quickly become a recognised forum for founders, investors, and regulators in that space.
There is still room for these conversations. Many local business stories remain underexplored simply because no one has given them sustained attention.
How to define your niche
Start with three practical questions.
First, what do you know? Look at your experience, your network, and what you encounter day-to-day. Someone working in renewables will notice different stories from someone building digital products.
Second, where are the gaps? Explore existing Scottish podcasts. Notice what they cover well and what they avoid. Pay attention to the questions business owners keep asking that go unanswered.
Third, who are you really speaking to? Be specific. Founders in Dundee. Exporters navigating sustainability requirements. Investors tracking energy projects. Clarity here shapes everything else.
Your niche is a starting point, not a cage
start by identifying your niche
An Aberdeen-based host with offshore energy experience might begin with a podcast on Scotland’s energy transition. Over time, that could expand to cover policy, skills, and investment.
A Glasgow-based fintech specialist might start with founder stories and later broaden into regulation and scale-up challenges.
A niche does not lock you in. It gives you a foundation.
What matters most is that your interest is genuine and your perspective informed.
A clear niche turns a podcast into a resource rather than background noise. When people feel a show understands their world, they return.
Your niche is already there. You just need to name it. Remember, our free ebook is just a click away, find it below.
