Who is your podcast is for?

Who are you talking to? 🤷‍♀️ 🤷‍♂️

Clients wanting to launch a new podcast often find it hard to pull their target audience into focus. A value proposition has been formulated. But who will listen?

Understanding the UK podcast audience can help answer this question.

All the evidence tells us that starting with the audience you want to reach, and building a show to fit, is key to show growth. I have seen this in action and agree entirely.

But the reality for many independent brand titles is that it simply doesn't work this way.

When a business creates a podcast, it is a marketing tool designed ultimately to draw prospects further through their sales funnel.

And at the engagement-evaluation stage, podcasting is an excellent strategy for building that all-important trust and authority.

The challenge for many clients is this:

They know what they want to say, but they are not entirely clear who they are speaking to. And so they cannot clarify why listeners should care about what they share.

So how can brands sharpen their podcast proposition and achieve a snug podcast-market fit? 🧐

Evaluating your podcast value proposition from the perspective of your target listener is a great place to start:

1. Who do you want to reach? Be specific.
2. What value do they get in return for their time with your show? In other words, why do they care about the content you are creating?
3. How do your podcast goals align with the value you offer target listeners?

These can be some of the hardest yards for brand podcasts, and they may have to be run more than once. 🏃‍♀️

So it can help to have a clear view on the UK podcast audience:

• Who is listening?
• What are they doing when they listen?
• What time of day do they listen?
• Which genres are they drawn to?

These are questions I unpacked with Adam Bowie in The Content Mavericks Club podcast, and they are a fantastic starting point as you drill down into who you really want to hear your content.

The latest podcast listening figures from RAJAR tell us that one in five UK adults listen to podcasts regularly, and 25-44 year-olds lead the way with consumption.

This is good news for any business that wants to reach that cohort.

Just don't forget who you are talking to.