Successful podcasters know the importance of making content your audience loves. But your podcast has more than one audience—audiences with different needs. Are you making content for all of them?

Business-minded podcasters often have a binary concept of a listener: A person is either a listener or they are not. It's how a lot of businesses think about their customers; Someone either is a customer or they're not. 

But taking this simplistic view of a podcast's audience often leads to poor podcast planning and implementation A better approach is to create three different podcast audience buckets, not just two. 

Group 1: The Never-Have-Listened

If someone has never listened to your podcast, you're probably not going to win them over with amazing podcast episodes. This group needs content that lets them know your podcast exists and also makes it easy to sample and then get more of. 

And that content has to be supported with the marketing budget that it deserves.

Group 2: The Dedicated Listener

Yes, make excellent podcast episodes. But go further, creating content designed to live where your listeners live as they enjoy your podcast.

And that content has to be supported with a community building and engagement budget that it deserves.

Group 3: The Dippers & Dabblers

Most of your audience doesn't listen to everything you put out. So this group needs a compelling reason to listen. Content from you that's fit for their purpose, not just fit for yours. 

And decisions on which content to make needs to be supported by a budget for research and measurement tools.

Three very different groups with very different wants and needs, so a single audience engagement strategy just won't work.

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Links

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Podcast Pontifications is a production of Simpler Media. New episodes are released four times a week, providing ideas and questions every serious podcaster should be thinking about.

It's created and hosted by Evo Terra. Follow him on Twitter for more podcasting insights as they come. Allie Press assists with the production and transcription of the show.

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