How to Tailor Your Podcast to Meet Your Audience’s Needs at Every Stage
Just like the Golden Rule of Sales Engagement—meeting the customer where they are—it’s crucial when developing and promoting a brand’s podcast to meet your audience where they are.
Here’s how it translates:
1. Understanding Your Audience’s Current State
Where They Are: Consider the challenges, needs, and knowledge level of your target audience. For Genome BC’s podcast Nice Genes!, we recognize that our young science fans are at an early stage in their understanding of genomics. They’re eager to learn but need foundational knowledge before delving into more complex concepts.
Application: We tailor Nice Genes! episodes to focus on education and awareness, starting with the basics of genomics. Instead of overwhelming listeners with advanced topics, we gradually build their knowledge, helping them grasp why genomics matters and how it impacts their world, making the learning journey engaging and accessible.
2. Tailoring Content to Their Journey
Where They Are: At each stage of the buyer’s journey, the audience’s needs evolve. For Staffbase’s podcast, Infernal Communication, which we produced, we focused on engaging internal communications professionals at the top of the funnel. At this stage, listeners need content that helps define and contextualize their challenges within the broader landscape of internal communication.
Application: Create episodes that cater to each stage. For those defining their problem, offer insights that help them understand the scope of their issues. For those considering options, provide episodes that discuss different approaches, showcasing your expertise subtly.
3. Matching the Format and Tone
Where They Are: Consider where and how your audience consumes content. For our podcast The Cloud ERP Playbook for SAP, designed specifically for CTOs and CIOs, we understand that these busy executives often consume content on the go or during brief moments of downtime. This insight has helped us shape the format to fit their needs, whether they’re catching up during a commute or taking a break between meetings.
Application: If your audience is busy executives listening during short breaks, focus on concise, high-impact episodes that deliver value quickly. For those who have more time to engage deeply, offer longer-form content that dives into strategies and case studies.
4. Offering Solutions When They’re Ready
Where They Are: Don’t rush to present solutions if your audience isn’t ready. Our work on Amazon’s This is Small Business podcast excels at this by aligning its content with where small business owners are on their journey. Whether they’re just starting out or scaling up, the podcast meets them with relevant insights that match their current needs.
Application: Instead of pushing products or services, This is Small Business explores broader industry trends, offers thought leadership, and provides actionable advice tailored to each stage of the small business journey. This approach positions Amazon as a trusted advisor, making listeners more receptive when they’re ready to explore solutions, ensuring the content remains both valuable and timely.
5. Engaging with Context
Where They Are: Every interaction should feel relevant and timely. For RBC’s Disruptors podcast, we ensure that our content responds directly to the current context—whether it’s the latest innovation trends or shifts in Canada’s economy. This approach shows that we are in tune with what our audience is experiencing and that we understand the factors shaping their world.
Application: When there’s a significant development in innovation or a shift in the Canadian economy, we address it promptly in our podcast episodes. This demonstrates to our audience that we’re not just aware of these changes, but we’re also prepared to guide them through the implications, ensuring our content remains indispensable and timely.
By strategically meeting your podcast audience where they are, your brand’s podcast evolves into a valuable resource, resonating with listeners at each stage of their journey. This approach strengthens relationships, fosters trust, and ultimately drives deeper engagement, leading to conversions.
5 Takeaways from this Post
1. Know Your Audience: Understanding where your podcast audience is in their journey is key to creating content that resonates and drives engagement.
2. Tailor Content to Their Needs: Each stage of the buyer’s journey requires different content. Cater your episodes to address these varying needs, from awareness to decision-making.
3. Match the Format to Their Consumption Habits: Consider when and how your podcast audience consumes content—whether they prefer short, impactful episodes or longer, in-depth discussions.
4. Build Trust Before Offering Solutions: Don’t rush to present solutions. Focus on building trust and demonstrating value, so your podcast audience feels ready to explore your offerings when the time is right.
5. Stay Relevant: Engage your podcast audience by addressing current industry developments and shifts, ensuring your content is timely and contextually relevant.
Roger transitioned from a 22 year career in advertising account management to co-founding JAR, a podcast podcast production agency. As CEO of JAR, he propels the company’s growth by prioritizing audience engagement and podcast marketing. Under his guidance, JAR flourishes with a global clientele, aiming to broaden its reach across North America and revolutionize brand connections through immersive storytelling.
