How ‘passcode theory’ sets your content apart

(3-5 minute read time)

Have you ever been pumped to share an idea, but quickly discouraged by the thought that it's been done already?

No matter what platform we create content for, there's a drive to be different. To be true to ourselves, not just the trends.

One code is made up of several digits

You remember when your phone had a 4 digit passcode and then they increased it to 6 digits?

Those extra 2 digits made the possibilities go from 10,000 combinations to 1,000,000 combinations.

I look at content creation in 2024 and beyond the same way. Whether it’s a new podcast or YouTube channel or Instagram account - you’re probably wondering

• ‘How will I be different?’

• 'What will I talk about?'

• 'Who will I talk to?'

The passcode theory solves all of this and makes it more fun and sustainable to keep creating for a long time to come.

Let’s start by talking about saturated markets.

I think there’s some truth to there being ’so many podcasts’ and ‘YouTube channels’. The saturation problem comes partly from everyone trying to be known for just ONE thing.

It’s sort of like when you go to make an email or Instagram account - and your name is taken.

You don’t go ‘Screw it I’m not gonna make one.’

You add a symbol or number or figure out a way to make it different. In a way that’s still you.

Top 5 Topics

You can still strive to be known for your ONE thing.

Behind the scenes though, it can be made up of 5 topics that you can see yourself being interested in for a long time.

Not all of these are ones you are an expert in by the way. The qualifier is that you’re interested enough in it that you’d be okay taking the ’researcher’ stance.

So let’s say that ‘NUTRITION’ is really your main topic of expertise.

That could be made up off subtopics like:

• Meal prep

• Eating out

• Grocery shopping

• Grilling

• Snacking

• etc

The second strategy is zooming out and involving diverse topics that you're actually into. So if you stack NUTRITION with:

• MMA

• COMEDY

You now have something that begins to resonate with more specific crowds.

But NOW, what if you add two more topics like:

• NUTRITION

• MMA

• COMEDY

• PARENTING

• FINANCE

Even if you can find someone who happens to be covering this exact combo, it’s very unlikely they are doing it the same way in every topic.

Because remember, within each of these, there are subtopics. So your talking points around nutrition might favor hormones, weight loss, performance, cooking, etc.

$250 million podcast from a 2 man operation

I’m going to share an example of someone who’s executing this beautifully. And why it works.

Joe Rogan just renewed his contract for $250m with Spotify. Even if you don’t like him or his content, I believe there’s something we can all learn from this deal. It's a historic moment for the podcasting world and content creation economy at large.

If you think about it, he’s been a comedian the longest. But I remember talking to my coworker who only listened to the episodes about health or with scientists.

Then I have a friend who mainly listens to the MMA related episodes. Occasionally the comedian ones. And tunes out the rest.

So a big benefit is pulling from vastly diverse communities just by following your genuine interests. There is crossover sometimes. But there also doesn’t have to be.

It’s okay for someone to tune in one a month because you have a new episode out with a comedian vs a scientist.

This strategy takes longer to see results in some cases. But over time it adds more to your personal name. Associating you with your own category.

It’s often surprising how the weird and quirky interests that we think will be made fun of, end up being the things that give us:

• personality

• memorability

• relatability

So when you’re choosing your topics for the passcode theory, know this. You don’t need to tell everyone what your 5 topics are.

It can be more of an internal filter for the external stuff you’ll share.

But there are some cases where it does benefit you to share at least 3 of the topics.

For example, "I write a newsletter exploring nutrition, parenting, and finance."

Sometimes stating these topics or the subtopics within them gives people a direct path into your world.

Someone who’s considering a nutrition coach is already getting the nutrition info left and right in their feeds.

But maybe the interest in finance or parenting stuff is what allows someone to connect with you.

‘They’re like FINALLY someone who gets me.’

Weave your passcode into your brand and category development strategies however it makes the most sense from you.

But choose your 5 topics like ingredients, and see if it changes your attitude about the things you want to make.

Setting yourself apart happens a lot more organically without having to become someone you know you're not.