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Who Are You Podcasting For? | Podcraft S10E03

Hosted by: Scott Hastie

In this episode of our tenth season of Podcraft, we continue to explore the first steps in launching your own podcast. This week we focus on audience. We talk about who you should be podcasting for and how to find out who your audience is.

Who Are You Podcasting For?

  • An Avatar is your ideal listener. A persona you give to the person you're making your podcast for. This is something every business will create so they know who they are selling to.
    • Who are they? Give them a name as it helps make them more human.
    • Are they male or female? This will be key in what kind of content they want to hear.
    • What sort of lifestyle do they live? Are they active? This becomes important when thinking about when they'll listen to your podcast.

Primary Avatars

  • The Core listener to your podcast. Who are they?
    • Perhaps use a ‘Past Version' of yourself so you have an Avatar you know well. This allows you to feel confident in making your show relevant to that audience.
    • You can use friends, or even somebody made up.
    • What are they missing in their life that your show can help fix?
    • Have you made sure there isn't already a show out there for them. How is your podcast unique for them?

Secondary Avatars

  • You can attract a number of different people to your podcast. It's good to have your primary avatar but also contemplate who else will listen to your show.
    • Your podcast will likely cover more than one topic (even if it is niche). Who will be interested in this?
    • If your podcast combines two or more niches, think about all of the people who might be interested in the individual strands that make up your podcast.
    • These are your secondary avatars.

Case Studies

  • Audio Drama Production Podcast which Matthew in our team created.
    • Matthew's primary avatar is somebody creating an Audio Drama.
    • The avatar is needing advice or tips on building their Audio Drama, which this podcast will help with.
    • When starting out, Matthew and his team focused on themselves as the primary avatars.
    • Secondary avatars for this podcast might be Writers, Audio Producers or Podcasters. Anyone interested in learning more about producing dramas or audio.
  • Mountain Bikes Apart which Colin in our team created.
    • Colin used one of his friends he biked with frequently as his initial avatar. It helped him have an audience in mind when recording.
    • His primary avatar is somebody early on in mountain biking. They are geeky about the topic since they're seeking out a podcast about it.
    • They know they want to bike, but they don't know what kit to buy. This is how Colin's podcast is filling a need of his avatar.
    • Since the avatar is interested in the topic and looking for advice, they'll make the podcast money through affiliate deals, covering one of Colin's aims. These are easy to set-up, take a look at our affiliate deals podcraft episode.
    • The secondary avatars can be extensive. The avatar can be people interested in mountain biking across all skills and abilities. Or perhaps just be interested in other types of biking.
    • These secondary avatars are less likely to purchase from affiliate links but they help build reputation, helping the podcast to become an industry thought leader.

Hopefully you'll have plenty of ideas about who might be your perfect avatar for your podcast. If you'd like further tailored advice and tips on this, and everything else podcasting then we offer all of this in our Academy.

If you're interested in creating a podcast, we can also help in producing your podcast for you to a high quality.


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Written by:

Scott Hastie

May 16th 2018