The percentage of monthly podcast consumers in the United States has steadily risen over the past decade, from 11% in 2009 to 32% in 2019. Podcasts are rapidly becoming a popular medium for creative, entertaining, and in-depth storytelling. They are also a key marketing tool for many brands - especially brands that cater to niche audiences.
If your company has a podcast, then it is vital that it speaks to your target audience. Many businesses have found that it's much more effective to deliver specific, niche-oriented content via a podcast than to aim for a broader demographic's attention. So how can you tell if your niche topics are appropriate for your podcast, or attractive to your target audience? Here are five prompts to make sure that your podcast will be effective.
What Are You an Expert In?
Perhaps the most practical consideration boils down to this question: Are you capable of speaking on a given topic for an extended period of time? It’s important to be able to speak on your niche topic for the duration of your episode. You want to ensure that your conversation is continuously flowing and is not confusing or repetitive to the listeners.
If you have a crystal clear understanding of your business' core competencies and main focus, then it will likely be easier for you to determine the areas in which you are a subject matter expert, and can provide unique insights that others in the industry may not have access to.
What Is of Interest to Your Target Audience?
It is imperative that you understand what will and will not interest your target audience. If you want to have a podcast that provides value, then you need to successfully engage with your core demographic. In order to do so, you'll need to find answers to the following questions:
- What are my listeners' wants, needs, pain points, aspirations, and preferences?
- What do they already know about my subject? What do they want or need to know?
- How can I help them increase their knowledge on the subject?
- How can I make this topic more interesting, relevant or accessible to my listeners?
- What can I talk about that will help them make an informed buying decision?
- What tone should I adopt to most effectively engage them?
- How will my podcast benefit them?
You can find the answer to these questions through informal polls, internet research, and listening to podcasts from your competition to see what works and what doesn’t work.
How Specific Can You Get on that Topic?
If you have "insider information" on a certain subject, or can offer a unique perspective (some would say "spin") on a topic, then you are well-positioned to craft an educational and entertaining podcast. For example, there are countless business podcasts on the market today. However, some of the more outstanding podcasts present the information in a unique way that provides a different perspective on the subject. Your approach to the delivery of the subject matter can influence how your listeners view your podcast in relevance to them and their needs.
What Can You Offer that Others Aren't?
In order to stand out from other podcasts, you need to zero in on the unique benefits that you can offer your listeners compared to your counterparts. Ask yourself these questions in reference to the content that you’re producing:
- Is there a knowledge gap or void in my industry that I could potentially fill with my podcast?
- Can I expound as a subject matter expert on a certain topic that others have not yet covered, or haven't covered adequately?
- How can I most effectively brand my podcast to promote trust within my listeners that I have their best interests in mind?
Does It Benefit Your Business?
How can you tell if growing your podcast would benefit your business? If you are providing value to your listeners, in the form of educational content, entertainment, or other resources, then it's likely they will become loyal listeners, which can result in them becoming a customer as well.
Podcasting is not only a means of providing your target audience with supplemental information that is relevant to your industry and their needs, but it can serve as a marketing tool used by your team to help drive business.
Pulling It All Together
When considering the development of a podcast, remember to take into account your specific target audience as a foundational building block. Focus on subjects in which you have the expertise, deep insight, and a unique perspective. Inform, entertain, and guide your listeners through timely and relative content.
Finally, consider working with a media partner when it comes time to develop your podcast. A reputable and experienced company can help you to deliver exceptional content with strong production values, which are two essential elements for any successful branded podcast.
