The Joe Rogan Effect: Why Niche Content Is Key to SEO Success 

Love him or hate him, Joe Rogan is a master of owned media. His controversial podcast continues to dominate because, in part, people love controversy. But more than that:

• He identified a niche audience
• He built a library of content that speaks to their questions and desires

That’s the Joe Rogan Effect: Leveraging niche topics to drive conversion-driven engagement.

In a sea of flat, AI-generated content, creating structured and unique content on owned media—the platforms you manage—is crucial for SEO and AI search optimization.

Unlike social media, which can change algorithms or revoke access at any time, owned media gives you complete autonomy over how, when, and what you publish. Owned media refers to the platforms you fully control:

• Website
• Blog
• Podcast
• Email newsletters
• Print publications

During a recent webinar, I discussed a six-step strategy you can use to launch an effective owned media strategy for your institution or brand. First, let’s do a quick run-through of what Owned Media entails.

6 Steps to Niche Content Success

Want to build your own version of the Joe Rogan empire (minus the controversy)? Here’s our six-step content strategy that works across industries—from higher ed to healthcare and beyond.

1: Identify Your Content Approach

Before you choose your platform, you need to determine your role:

• Subject Matter Expert (SME): You or your team are the voice of authority. Think Mel Robbins or the Did I Say That Out Loud? podcast I host with my colleague Stu Eddins.
• Active Listener: You facilitate the conversation. Great for podcasts or interviews—à la Rich Roll or “The Application” with Allison Turcio.
• Hybrid: You shift between expert and interviewer, depending on the story. See: Andrew Huberman or “Confessions of a Higher Ed CMO” with Jamie Hunt.

Whichever role you choose, consistency is key. Steer to your strengths and tailor the format to your team’s bandwidth and audience’s expectations.

Related reading: Want to Get Found in AI Search? Start With Really Good SEO.

2: Choose Your Niche

One of the biggest pitfalls in content marketing? Trying to be everything to everyone. Instead, ask:

• What specific questions can only we answer?
• What stories are uniquely ours to tell?

Begin with one standout service or program and partner with a passionate SME. Their credibility—and enthusiasm—can transform your niche into a trusted authority.

Take inspiration from Cleveland Clinic. Their Health Essentials blog started in 2012 with broad health content. It’s evolved into a treasure trove of niche medical insights.

3: Pinpoint Your Ideal Audience

You can’t create niche content if you don’t know who you’re talking to. Take a step back to the old-school marketing technique of developing personas. The data you need is already part of your SEO toolbox:

• Enrollment or appointment records
• Website analytics
• Free AI tools like Gemini and ChatGPT (but avoid uploading personal or protected information!)

A good persona goes beyond demographics. To earn that emotional investment, your content needs to connect with your audience’s hopes, fears, personal triggers, and decision-making criteria. Ask AI to build tables that visualize this data, then use it to brainstorm hyper-specific content topics.

Related reading: 3 Ways Career-Focused Storytelling Wins in Higher Ed—and How to Get Started

4: Create Content on Owned Media

Begin with a broad idea and refine it by asking “then what?” or “so what?” until you arrive at a niche topic. Prioritize answering niche, low-volume questions that your subject matter experts are uniquely qualified to address. When done right, those seemingly out-of-the-blue topics can bring in high-intent traffic and help your site dominate SEO and AI overview snippets.

Start with the big idea, then refine it:

1. Keep asking “then what?” or “so what?”
2. Until you can’t anymore.
3. That’s your niche topic.

Here are examples of effective niche content formats:

• SME-Bylined Blog Posts: UT Southwestern’s doctors are bylined in their articles, adding authenticity and SEO value.
• SME-Voiced Newsletters: Houston Methodist’s Leading Medicine feels like it’s coming straight from the doctor’s desk.
• Active Listener Podcasts: Allison Turcio’s Enrollify interviews surface unique insights from higher ed enrollment leaders.
• Multi-format Storytelling: Illinois Storied blends Q&A, institutional voice, and personal narratives.

Related reading: Storytelling: Its Enduring Power in the Age of AI

5: Share Where Your Audience Is

Content creation is only half the battle. Distribution is where the magic happens.

• Start broad, then go deep: Turn one blog post into a podcast, a video short, a newsletter mention, and social media snippets.
• Think omnichannel: Use every outlet—YouTube, email, social, newsletters, and search—to maximize reach and return traffic to your owned media.
• Interlink the whole shebang: From blog to video to podcast, guide users through a seamless experience.

One great example is New Mexico’s health insurance marketplace, BeWell. Their team turned one story idea into a blog, an explainer video for website and social, and a YouTube Short video to upcycle the content across formats and platforms.

Related reading: What Social Channels Should I Be on in Higher Ed Marketing?

6: Measure & Optimize (Relentlessly!)

If you’re not measuring it, you’re guessing. Dig deep into the key performance indicators (KPIs) for owned media:

• Volume of stories: Are you publishing enough?
• Reach and impressions: Is your content being seen?
• Conversions: Are people booking appointments, subscribing, or taking the next step?
• Relevant site traffic: Are the right people visiting your site?
• Brand sentiment: Are you building trust and recognition?

Here’s another standout example: Harper College’s blog article on Lyft passes outranked major regional colleges such as Penn State and The University of Chicago for a highly niche query. Why? Because it answered a very specific question—better than anyone else.

Related reading: Using AI & Analytics

Niche Content Isn’t New, But It’s More Important Than Ever

None of the tactics in this strategic approach are groundbreaking. What can be revolutionary is consistently executing these six steps with discipline and focus.

Human-driven, niche stories are your differentiator. Whether you’re in higher education, healthcare, or another field, now is the time to focus on content marketing as a strategic investment. Master the Joe Rogan Effect. Own your media. Find your niche. Your audience will thank you for it.