Build a Listener Persona
Customer personas are what marketers use when creating new brands. They help us get to the heart of the problems we’re solving with the work we do.
As podcasters, we think carefully about the show we want to make. We consider the format, we research our topics, we think about the guests we’ll book. Some of us have audiences we can already speak to, but most of us are developing them from scratch.
A listener persona informs the way you talk to your listener, the copy in your show notes, the social channels you use for marketing, and so much more. It’s fundamental to making a podcast that resonates with the people who’ll become your most ardent fans.
Over the course of a few short videos, you’ll
Emily is the founder of the marketing house Penner Collective. She helps entrepreneurs and other small business founders build a marketing strategy that works for them. Her work starts with the customer in mind, so she’s the ideal guide to help us understand personas, and create our own.
In 2019, Mark started the entertainment podcast List Envy. While it had a good format, listeners enjoyed it and it was well-reviewed, there was no marketing strategy.
With Emily’s guidance, you’ll see Mark develop a persona for the ideal List Envy listener. This is a real show with a real target audience.
02 What is a persona?
03 Your podcast is not for everyone
04 Introducing List Envy, our test subject
05 The persona template
08 Spheres of influence
09 Values, goals, and problems
10 From the horse’s mouth
11 Alex in a nutshell
12 Some dos and don’ts
13 What comes next?